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Google announced this week it is bringing ad extensions – similar to those that appear in search ads – to YouTube ads.

The new extensions expand the capabilities of traditional ads by offering unique call-to-actions or additional information for users.

Specifically, the new YouTube ad extensions allow advertisers to include directions to brick-and-mortar store locations, show lead generation forms, or use a number of CTAs that better fit your niche.

Currently, the extensions are only available for TrueView in-stream or non-skippable video ads, though the company says it will be expanding the feature to 6-second bumper ads later this year.

Google is already exploring ways to bring more ad extensions for YouTube’s TrueView ads, and will continue to do so in the future.

For example, the company is already beta testing sitelink ad extensions which would add a series of relevant links underneath a video ad.

In the announcement, Google says the new features are aimed at driving more clicks and conversions. In a beta test with 30 advertisers, extensions like sitelinks increased conversions by more than 20% and doubled the number of clicks.

Google says it will be rolling out a new ad extension aimed specifically at driving leads for your business in the coming weeks.

The ads look similar to typical search ads with a unique call-to-action. If a user clicks on that CTA, they are taken to a form which can be quickly pre-filled with contact information from their Google account or manually entered.

In the announcement, Google says lead form ad extensions can:

“Capture interest when potential customers are searching for your company, products, or services on Google. A fast, mobile-optimized experience makes form submission easy and eliminates the extra step of navigating to your mobile site lead form.”

Based on their own testing, Google says one advertiser improved their closing rate for sales leads by 20% by using lead form extensions.

While the feature is currently limited to beta testers, it will become available to all Google Ads advertisers in the next few weeks. However, the ad extensions will not be available for advertisers in a few select areas.

Lead form extensions will not be eligible for ads relating to:

  • Adult-oriented content
  • Alcohol-related content
  • Gambling-related content
  • Healthcare and medicines
  • Political content

For more information about lead ad extensions, check out Google’s new help center document here.