CallRail’s First-To-Market Google Ads Integration Allows Marketers to Capture and Analyze Leads Directly from the SERP

With this solution, marketers will instantly gain actionable insights into their lead data

CallRail, a leading marketing analytics platform, announced today its first-to-market Google Ads Lead Forms Extension Integration, which enables marketers to collect lead data from Google Ads lead form extensions in real-time, and view all conversion metrics in one easy-to-use platform.

Marketers need solutions in place that not only track leads from the SERP, but provide insight on what to do with this information and understand which campaigns yield the best results. CallRail’s latest integration seeks to empower businesses of all sizes to do just that with capabilities for storing lead data from Google Ads, in addition to lead data from all other marketing channels, in a single platform.

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CallRail’s solution follows Google’s roll out of new lead form extensions in October 2019. With this roll out, marketers are now able to surface a call-to-action button which allows users to submit a form which is pre-populated with contact information from the user’s Google account — essentially a new way to capture leads directly from the SERP. However, there are gaps with Google’s current solution.

“We identified three pitfalls of Google’s new lead form extensions,” said Ryan Johnson, VP of product management at CallRail. “First, data from lead form extensions can only be captured manually or by setting up a complicated webhook integration, and second, the data is only stored in Google for 30 days. Lastly, because attribution data for leads can only be reported inside of Google Ads, this causes marketers to miss valuable data that comes from viewing lead attribution from all sources in a single platform.”

With CallRail’s Google Ads Lead Forms Extension Integration, marketers can now view their form data from Google Ads alongside call data, and store full contact information indefinitely without complicated, homegrown webhook setups.

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“Here at BluShark Digital, we depend on CallRail to accurately attribute the leads we generate online for our clients. As Google continues to develop new ways of capturing leads, it is critical that our lead tracking software can accommodate these updates,” said Sarah Layfield, marketing associate at BluShark Digital. “The Google Ads Lead Forms Extension Integration offered a quick and easy solution to properly track and attribute this new form of lead capturing. As a member of the PPC team, we rely on CallRail to help us calculate our cost per lead and ultimately maximize return on investment for our clients.”

CallRail’s Google Ads Lead Forms Extension Integration focuses on three problem-oriented features:

• Simple setup for actionable lead data capture: With this solution, marketers can streamline their lead data by automatically transferring it to CallRail. Marketers will also receive real-time lead alerts which allow them to know when they’ve received a form lead from Google Ads so they can follow-up quickly.
• Full, multi-channel attribution data for all lead types: Marketers can view lead data from their Google Ads lead forms extension alongside leads from all other marketing channels, including calls and forms on their website or landing pages, in one location. This enables them to understand how their leads convert into paying customers through a complete view of the buyer’s journey.
• Store lead data indefinitely: Contact information from leads, including names, emails and phone numbers, are stored inside of CallRail for the lifetime of a marketer’s account. With this data readily accessible, marketers will never miss out on a valuable lead again.

“Given the current gaps with Google’s new lead form extensions, we wanted to provide a user-friendly solution for marketers to not only capture leads directly from the SERP, but take it a step further by understanding how their leads convert to paying customers,” said Johnson. “Marketers agree attribution is critical, but elusive. A multi-touch attribution strategy allows marketers to fill the gaps in knowledge about where their leads are coming from, and ultimately understand which marketing strategies are moving the needle for their business.”

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