Getting ready for a mobile-first 2017, Google announced four changes to AdWords that will improve ad performance if you use the right tools and tactics to maximize response.

All the changes are intended to open up new channels for marketers on mobile devices and give more choices to consumers.

Let's look at four easy tweaks, using the tools you already have, to make the most of those new channels to get more leads and improve your conversion rate.

1. Increase conversions by up to 80% with Message Extensions

October 2016: Message Extensions. In fall 2016, Google rolled out click-to-message for ads displayed on mobile to boost engagement in the channel consumers prefer most. The beta users saw remarkable results: an 80% boost in conversion rates compared with a similar channel and with the same ad creative. For any company looking to drive more leads, implementing click-to-message clearly promises low-hanging fruit, offering more leads for minimal up-front investment.

Designed with local business owners in mind, Google's basic click-to-message works best for those who expect a manageable volume of texts from a localized and targeted campaign. The advertiser uses a single textable phone line in the message extension at the bottom of the ad, and all incoming texts go to that one line. If someone isn't attending the phone line, resulting in no response or a delayed response, that opportunity will be lost and the consumer will likely be upset and move on to the next, responsive business.

For all sizes of companies expecting a large volume, basic click-to-message makes sense only with a third-party chat software to handle the flow of incoming texts with the instantaneous response expected by consumers.

A third-party chat solution eliminates the chance of lost leads, and it scales the AdWords enhancement by sending texts to your frontline sales team or contact center, already set up to handle a large volume of incoming inquiries.

A text-enabled call tracking number is used for the message extension, and all the incoming texts are sent to a chat platform such as LiveChat, ContactAtOnce!, or Slack, and can be viewed on any device.

Chat platform integrations with response analytics allow incoming texts to be handled efficiently with the software already in place, and can transfer conversations between sales to connect the consumer with right information quickly. The agent's responses will pop up in the consumer's native texting app but they'd be handled by the chat software on the business side (read more here to find out about integrations with popular chat software and analytics).

2. Optimize messaging to improve the quality of leads with Expanded Text Ads

January 31, 2017: Expanded Text Ads Replace Standard Ads. As of early 2017, marketers are no longer able to create new standard text ads for display and search, but this isn't a loss. Rather, it's an opportunity to drive higher-quality leads with messaging that is better targeted using the additional space intelligently and based on past data.

The newly expanded ads now have two headline fields (up to 30 characters each), a single expanded description field (up to 80 characters), and a display URL that uses your destination URL's domain (such as www.bestadvertiser.com). With more information available, consumers will be in a better position to determine whether your product or service matches their needs, and you will receive higher quality leads.

Including call and text extensions have been proven to further boost results. For both extensions, using a call-tracking number in the extension attracts those consumers in the ready-to-buy stage. Fully 61% of consumers say calling a business is important or very important when they are ready to buy.