Google confirmed it’s rolling out lead form ad extensions in the coming weeks, a feature that was recently spotted in testing.

As we reported two weeks ago, Google has been testing ad extensions that have the ability to capture leads. After tapping a call-to-action button, users can quickly submit a form which is pre-populated with the contact information from their Google account.

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“Lead form extensions capture interest when potential customers are searching for your company, products, or services on Google. A fast, mobile-optimized experience makes form submission easy and eliminates the extra step of navigating to your mobile site lead form.”

Google notes that, in testing, one advertiser reported a 20% higher closing rate for sales leads after implementing lead form extensions.

Currently, only a limited number of advertisers have access to lead form extensions. In the coming weeks the feature will be available in beta to all eligible Google Ads accounts.

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