A direct route from advert to CRM

Perhaps frustrated with our inability to convert our advertising response into leads, Google has attempted in the past to provide conversion mechanisms as part of the advert. Now it appears that idea is back: instead of taking responders to our landing page, we’re being offered the chance to have a pop-up form generated directly by the advert, where the prospect can enter basic contact details (name, email, phone number and postcode). The data can be sent directly to a sales or CRM system.

I think this could work on simple offers that can be spelt out clearly in the limited number of characters offered by a Google advert: sending for a document, signing up for a list, etc. For most – more complex – sales propositions, it’s asking the prospect to give up their details far too early in the process. Bear it in mind though.