Google Adwords Testing Form Extension – Again

As someone that’s business is based on lead generation I noticed about a year ago google was beta testing a new Adwords form extensions. So, I did a bit of research and found an old article “Google AdWords Contact Form Extensions Beta : CPC Based CPA” . According to the article it basically lets AdWords advertisers have the chance to show a lead capture form in the Google ads shown in the search results. Here is a picture, because a picture will explain this in a second:

Google AdWords Contact Form

As you can see, the ad has a plus box, clicking it, opens a lead capture form.

The interesting parts are that:

(1) Google is charging the maximum cost-per-click on each lead captured. So they are charging a CPC based price for a CPA-like lead.

(2) Google is handling the leads much like any lead management company. They make you go through them to contact the lead. In short, Google gives you a lead ID number, you call the Google 800 number and enter the lead ID number into the Google prompt. Then Google connects you to that lead.

Here is a screenshot of the latest version:

So the real question is…. where is Google going with this?