Google are continually testing and trying new ways to engage users earlier in the click funnel and have today release information on lead forms coming to Google Extension suite.

See example here from Search Engine Journal:

At this stage the form looks to take very basic info:

• Customer name
• Email
• Phone number
• Postcode

We are currently deploying a test on a sample of existing clients and will notify clients of the results.

Interestingly this could drive down the need for a user to visit the website, a little like calls form ads, and allow Google to generate more revenue by users clicking and filling out multiple forms on the search results page, meaning greater revenue.

See the full article here on Search Engine Journal.