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To use lead form assets, make sure that you have:
- A good history of policy compliance.
- A Google Ads account in an eligible vertical or sub-vertical. Sensitive verticals or sub-verticals (for example, sexual content) aren't eligible for lead forms.
In addition, if you’re adding a lead form asset to a Video or Display campaign, or you're creating a Search campaign where the ad's headline directly opens to a lead form, you’ll need:
- More than £50,000 GBP total spend in Google Ads. For advertisers whose accounts are managed in currencies other than USD, your spend amount will be converted to USD using the average monthly conversion rate for that currency.
- Reputable advertisers spending more than $1,000 USD per account (or more than $15,000 USD across all accounts) may also be eligible to use these formats subject to further verification of account status and good standing. Advertisers must complete the advertiser verification programme. Learn more About verification.
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
To keep ads relevant and safe for users, Google restricts sexual content in certain circumstances. Advertisements for adult-oriented content aren't allowed for lead forms. See the Sexual 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 at our sole discretion.
Advertisements for alcohol-related content aren't allowed for lead forms. See the Google Ads Alcohol-related content policy for more information.
Advertisements for gambling-related content aren't allowed for lead forms. See the Google Ads Gambling-related content policy for more information.
Healthcare and medicines
Advertisements for healthcare-related content aren't allowed for lead forms. See the Google Ads Healthcare and medicines policy for more information.
Advertisements for political content aren't allowed for lead forms. See the Google Ads Political content policy for more information.
Misusing personal information
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 assets, including lead forms that 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.