Lead form requirements

Lead forms allow your customers to express their interests in response to an advertisement, by filling in a contact form. Lead forms, including advertiser-provided text and image, are subject to the standard Google Ads policies. To ensure that your customers have the best experience when providing their details, see the additional requirements below.

Business name requirements in lead forms

The following is not allowed:

An inaccurate business name, or a business name that does not clearly represent the advertised business, or disambiguate from similar businesses.

Promotional language in the business name field.

Examples: "Buy Acme Shoes" or "Sale at Acme Home Services"

Given the wide variety of business names, there are special considerations for the following:

Domain-based business names: You can use your domain name as your business name, using appropriate spacing between words. For example, www.acmesolutions.com could be identified as "Acme Solutions" in the ad.

Resellers and authorized dealers: If you are an authorized reseller or dealer for a product or service, use appropriate qualifying language. For example, a car dealer of Acme vehicles in San Antonio could use the business name "Acme of San Antonio."

Image requirements in lead forms

All images used in advertising must meet certain quality standards. The image layout must conform to Google Ads standards and the image itself can’t be blurry. See the Image quality policy for more information.

Related policies and common disapprovals

The following Google Ads policies are particularly relevant to lead forms, and are often associated with disapprovals. Learn about what happens if you violate our policies.

Adult-oriented content

Advertisements for adult-oriented content are not allowed for lead forms. See the Google Ads Adult-oriented content policy for more information.

Affiliate network / lead aggregator

Only first-party advertisers or third-party agencies with a well-established, direct relationship with the products and / or services being offered, can use lead form ads. Affiliate networks or lead generation businesses will not be allowed in our sole discretion.

Alcohol-related content

Advertisements for alcohol-related content are not allowed for lead forms. See the Google Ads Alcohol-related content policy for more information.

Gambling-related content

Advertisements for gambling-related content are not allowed for lead forms. See the Google Ads Gambling-related content policy for more information.

Healthcare and medicines

Advertisements for healthcare-related content are not allowed for lead forms. See the Google Ads Healthcare and medicines policy for more information.

Political content

Advertisements for political content are not allowed for lead forms. See the Google Ads Political content policy for more information.

Misusing personal information

Using personal information in ways that users have not consented to is strictly not allowed. See the Data collection and use policy for more information about what you can collect, and how to handle personal information. We also require all advertisers comply with local legal requirements.

Unavailable offers

The information in the products or services that are advertised, and requested by the user, should be accurate and available. See the Unavailable offers policy for more information.


Google may remove ads or extensions, including lead forms you create, in response to trademark owner complaints. Advertisers are responsible for proper trademark use in their ad text, assets, and business information. See the Trademarks policy for more information.

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