Lead form requirements

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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.


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.
  • A privacy policy for your business. When you create a lead form asset in Google Ads, you need to provide a link to your privacy policy. The privacy policy appears at the end of the lead form.

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 USD 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 program. 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

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.

Sexual content

To keep ads relevant and safe for users, Google restricts sexual content in certain circumstances. Advertisements for adult-oriented content are not 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 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 assets, 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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