Google Form Ads vs. Facebook/Instagram Form Ads: Which Yields Better Leads?

As a business owner, you know that generating high-quality leads is essential to the success of your business. But with so many advertising platforms, it can be hard to figure out which one works best for your needs. Two popular choices are Google Form Ads and Facebook/Instagram Form Ads. In this blog, we’ll compare these two options to help you determine which platform can generate leads better for your business.

What Are Google Form Ads?

Google Form Ads, also referred to as Google Lead Form Extensions, allow businesses to capture leads directly within Google’s platforms. When users search for services or products, your ad can appear with a built-in form, making it easy for them to submit their contact details without leaving Google’s platform.

For example, if someone were to search for “affordable plumber near me,” your ad could appear, and the user can quickly fill out a form with their email address.

Key Features:

• Search Intent: Google Form Ads target people actively looking for a solution, making the leads you capture more qualified.
• Easy Process: Users can click on the ad and share their info without leaving Google. This makes the experience fast and simple.
• Integration with Google Ads: These ads work well with Google’s broader ad campaigns, targeting keywords and search behaviour.

What Are Facebook/Instagram Form Ads?

Facebook and Instagram Form Ads (Lead Ads) collect leads directly within the platforms. These ads allow you to target users based on demographics, interests, and behaviours rather than active search intent. When users see an ad, they can quickly fill out a form to submit their contact details.

For example, if you run a local gym, you can target people interested in fitness and wellness, prompting them to submit their contact information.

Key Features:

• Interest-Based Targeting: These ads help you reach a broad audience based on interests, behaviours, and demographics.
• Customizable Forms: You can create a lead form personalized to your business needs.
• Native Experience: Ads appear directly in users’ feeds, making the form submission process feel less like an ad.

Comparing Lead Quality: Which Platform Yields Better Leads?

The key difference between Google Form Ads and Facebook/Instagram Form Ads is user intent.

Google Form Ads: High Intent, High Quality

Google Form Ads tend to generate more qualified leads. This is because they target people actively searching for a solution, which suggests a stronger intent to make a purchase. A person searching for “plumbing services near me” is likely closer to hiring a plumber than someone casually browsing social media.

Facebook/Instagram Form Ads: Broader Reach, Early-Stage Leads

Facebook and Instagram Form Ads reach people who aren’t actively searching for your product or service but might still be interested. Since they target a broader audience, the leads tend to be less qualified and earlier in the buying process. However, these ads are great for building brand awareness and nurturing potential customers. They’re especially effective at sparking interest in products people didn’t even realize they wanted. 

Cost Efficiency: Which Ad Format Fits Your Budget?

Cost-per-lead (CPL) is an important factor when choosing between Google and Facebook/Instagram Form Ads.

• Google Form Ads: Google ads can be more expensive, particularly when targeting high-volume search terms. However, the leads generated tend to be more qualified, which could result in a higher return on investment (ROI).
• Facebook/Instagram Form Ads: These ads typically have a lower CPL since they focus on a broader audience and rely on interest-based targeting. However, the leads may require more time to nurture into paying customers.

Final Thoughts

Google Form Ads and Facebook/Instagram Form Ads each have their strengths, and the right choice comes down to your business goals. If you need high-intent leads quickly, Google Form Ads are a solid option. But if you’re focused on building brand awareness and engaging a wider audience over time, Facebook/Instagram Form Ads could be a better fit.

Consider testing both platforms to see which works best for your business. By understanding your audience and goals, you’ll be able to choose the right platform for your lead-generation strategy.

Do you need help optimizing your lead generation campaigns and deciding between the two platforms? Contact us today to get started!