Lead form audiences let you use the leads that you identified via your lead form assets to create an audience list. One of the key aspects to converting leads into sales and finding repeat customers is the ability to re-engage that user and cultivate their relationship over time.
Lead form audiences automatically populate with users that have submitted info to your lead form assets. You can create, manage and use segments based on form responses.
Audience segments let you create and manage your data segments to re-engage with users that have already interacted with your business. Lead form audiences give you a built-in way to use the leads identified by your lead form assets to create an audience segment. Make sure that you comply with the Customer Match policies when using this feature, including making sure that you are only uploading customer info that you collected in a first-party context, and that your privacy policy discloses that you share customer data with third parties to perform services on your behalf.
This article will outline how you can use the leads identified in your lead forms to create a lead form audience segment.
How it works
Once set up, this list can be used just like any other audience segment:
- Use it for observation to learn more about how your campaigns perform with prospective customers.
- Adjust bidding and targeting to more effectively re-engage these prospects.
- Exclude users that have already submitted a form so that you can increase the likelihood of engaging new customers.
You can use lead form audiences for Search, Shopping, Performance Max, Video and Discovery campaigns.
Before you begin
Before you begin using lead form audiences, you need to set up a campaign with a lead form asset.
Learn more about our requirements for lead form assets
Membership criteria and duration
You can specify a membership duration for how long you want your users to stay in the segment. Users are removed from your segment by the time their membership duration expires, unless they submit a lead again (in this case, the clock is reset for the duration that you've set). You’re responsible for complying with any duration limitations under applicable law. The default duration is 30 days and the max duration is 540 days.
If you set a duration longer than the maximum, the user will be removed from the data segment at the maximum duration.
- If you change the segment's membership duration, the segment size that you notice in your Google Ads account may be temporarily stale.
- If you change the membership duration after a segment has already accumulated users, the new duration is applied to all current and future users on the segment. For example, if your duration is 60 days and you shorten it to 30 days, anyone who joined the segment 31 – 60 days ago will be removed. Conversely, if your duration is 30 days and you extend it to 60 days, anyone already on the segment will stay on the segment for up to 60 days.
You should choose a duration related to the length of time you expect your ads to be relevant for your visitors. In general, the membership duration should be similar to the length of your sales cycle.
How to create a lead form audience segment
Follow the steps below to find out how to create lead form audience segments. For steps on how to create a lead form in a campaign, refer to About lead form assets.
Create a lead form audience segment in Audience manager
- In your Google Ads account, click the Tools icon
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- Click the Shared library drop-down in the section menu.
- Click Audience manager.
- From the page menu, choose Segments.
- Under the 'Your data segment' section, click + Lead forms segment.
- In the 'Lead form' section, open the 'Select lead forms' drop-down and tick the box of each lead form you want to import.
- Tick the box to acknowledge that data was collected and shared with Google.
- Click Create.
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