Lead generation advertisers face many challenges including balancing quality leads vs. quantity of leads, abandoned lead forms, and optimizing campaigns to find quality leads. When it comes to PPC, there are multiple types of lead form ads that you can utilize in lead generation campaigns to help with these challenges.
Today, I’m going to compare just two of those: Google Lead Form extensions and LinkedIn Lead Gen Forms.

Google Lead Ad Extensions

Google lead extensions help solve the previously mentioned lead gen challenges by enabling seamless, intent-based connections between the marketer and the prospective customers. Lead form extensions enable businesses to connect with high-intent users that are searching for their company, product or services offered. Google lead ad extensions also help reduce abandoned forms by leveraging pre-filled user information instead of relying on website or mobile forms.

Getting started with lead form extensions is easy. You create the extension as you would any other in the Google UI and set up to receive the leads. You can either download leads in a CSV or add a webhook URL for CRM integration. You also have the choice to use Zapier or Leadbridge to upload leads directly to the CRM. Once you have that setup, you can customize your lead form. You are able to choose from multiple calls-to-action and can include compelling and relevant extension text to engage the user.

Google Ad Form Extension Screenshot

Once the extension is created, you will personalize the user-facing lead…

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