How to use Call assets, lead forms, and Message assets in Google Ads

Unlock Google Ads Potential: A Guide to Call, Lead Form, and Message Assets

Are you struggling to convert ad clicks into valuable leads? In today's fast-paced digital landscape, making it easy for potential customers to connect with your business is more critical than ever. Google Ads offers powerful features like Call, Lead Form, and Message Assets, designed to streamline communication and boost conversions. This guide will walk you through how to effectively leverage these tools.

Call Assets: Instant Connection with Potential Customers

Call assets allow you to add your phone number directly to your ads. When someone searches for your product or service on Google, your ad can appear with a clickable phone number. This is especially effective for mobile users who can instantly call you with a single tap.

Setting up Call Assets:

1. Navigate to Google Ads: Log into your Google Ads account.
2. Select 'Ads & Assets': From the left-hand menu, click on 'Ads & Assets' and then 'Assets'.
3. Create a New Call Asset: Click the plus button and choose 'Call'.
4. Configure Your Asset:
   • Choose whether to add the call asset to the account, campaign, or ad group level.
   • Enter your phone number.
   • Set your call schedule (when the number should be displayed).
   • Choose your bid strategy (conversions or clicks).
5. Save: Review and save your call asset.

Lead Form Assets: Capture Leads Directly from Search Results

Lead form assets enable potential customers to submit their information directly through your ad, without ever visiting your website. This is especially effective on mobile, where filling out forms on a website can be cumbersome.

Implementing Lead Form Assets:

1. Access Assets: In your Google Ads account, go to 'Ads & Assets' and then 'Assets'.
2. Create a New Lead Form Asset: Click the plus button and select 'Lead form'.
3. Design Your Form:
   • Write a compelling headline and description.
   • Choose the information you want to collect (name, email, phone number, etc.).
   • Craft a privacy policy URL.
   • Create a thank-you message for users who submit the form.
4. Configure Submission Options: Choose whether to download leads manually or integrate with your CRM.
5. Save: Review and save your lead form asset.

Message Assets: Initiate Text Conversations with Prospects

Message assets allow customers to text you directly from your ad. It is ideal for businesses that prefer handling inquiries via text or offering immediate support.

Setting Up Message Assets:

1. Go to Assets: In Google Ads, go to the 'Ads & Assets' section, then 'Assets'.
2. Create a New Message Asset: Click the plus button and select 'Message'.
3. Configure Your Asset:
   • Choose whether to add the message asset to the account, campaign, or ad group level.
   • Enter your business name and phone number.
   • Customize the message prompt (the initial text the user will send).
   • Set your message schedule (when the message option should be displayed).
4. Save: Review and save your message asset.

Why This Matters for Your SEO Strategy

While these features primarily impact your paid advertising efforts, they indirectly contribute to your overall SEO strategy.

• Improved User Experience: By making it easier for customers to contact you, you improve their overall experience. Google prioritizes websites and ads that provide a seamless user journey.
• Increased Conversion Rates: Higher conversion rates signal to Google that your ads and landing pages are relevant and valuable, potentially improving your ad quality score and organic rankings.
• Valuable Data: The data collected through these assets (e.g., lead form submissions) provides valuable insights into customer behavior and preferences, which can inform your content strategy and SEO efforts.

By implementing these call, lead form, and message assets, you can bridge the gap between ad clicks and customer engagement and boost the effectiveness of your Google Ads campaigns.