YouTube campaigns

Use lead forms in YouTube line items

As part of a YouTube video action campaign, you can attach a form to generate leads for your business. Lead forms can help you find and engage interested users, create remarketing lists, and drive sales and conversions for your products or services. Lead forms can serve on mobile and tablet devices running Android.

Get started with lead forms

You can create a new line item with a lead form, or attach a lead form in an existing line item’s settings.

Choose the type of leads you want to gather. You can choose to reach people more likely to be interested in your product (Higher intent) or reach a higher number of people (More volume) with your lead form. Audiences won't be added or removed and the fields in your lead form won't be changed based on your selection.

You’ll need to include a URL to your privacy policy so potential customers can read it before providing their information.

Create a lead form in a new line item

  1. Start in an existing insertion order or create a new one.
  2. In your insertion order, click New line item.
  3. Pick YouTube & partners video.
  4. Enter the following information:
    • Name for your line item.
    • Select Website conversions as the line item type.
  5. Click Next.
  6. Review the Targeting section. You'll see that the inventory source is set automatically. You can click Add targeting to set other line-item level targeting options. Additional types of targeting are available in the line item's ad groups.
  7. Configure your line item's settings:
    • Flight dates: Pick custom flight dates or use the same dates as the line item's insertion order.
    • Budget and pacing: Set your budget and how quickly it will be spent. After you save the line item, you can't change between daily and flight, but you can update the budget amount. 
    • Bidding: Choose either maximize conversions or target CPA as your bid strategy. If you choose to target CPA, set your target bid.
    • Bid adjustment: (Optional) Select a mobile, desktop, or tablet bid adjustment to set if your line item can serve on these devices.
    • Frequency cap: (Optional) Select the line item's frequency cap. Learn more about frequency caps in Display & Video 360.
  8. In the Lead form section, click New lead form.
  9. Enter your Business name and Call-to-action.
  10. Add a Headline and Description.
  11. Choose the information you want to collect in the lead form. You'll need to select at least one option to continue. All fields you select are required for the person completing the form.
    • Name (can be customized as First name and last name or Full name)
    • Email
    • Phone number
    • City
    • Zip / Postal code
    • State / Province
    • Country
    • Company name
    • Job title
    • Work email
    • Work phone number

    If someone is signed-in to their YouTube account and they see your lead form, the following fields are pre-filled when they open the lead form: Name, Email, Phone number, and Zip/Postal code

    Depending on their country, some fields may have different labels for people who see the lead form (such as State/Province and Zip/Postal code).

  12. Add the URL to your privacy policy. A privacy policy is required to collect information.
  13. Add a Post-submit headline and Post-submit description that appears after people submit their information.
  14. Click Next. 
  15. Select the type of lead form you want to show people. The option you choose may affect the cost per lead and the number of leads collected. You can change the lead form type at any time.
    • Higher intent: Choose this option if you want leads from people more likely to be interested in your product or service. The form contains more steps to submit and may lead to less leads as a result.
    • More volume: Choose this option if you want more leads. You may see more leads, but the people included in your leads may be less likely to be interested in your product or service.
  16. Enter your webhook URL and key in the lead delivery section. A webhook links your lead form to your customer relationship management system. Learn more about setting up a webhook integration for YouTube lead forms.
  17. To agree to the terms of service, click I agree.
  18. Click Save.

Add a form to an existing line item

  1. Navigate to your existing insertion order. Click the name of the line item that you want to add the lead form to.
  2. Click Line item details.
  3. In the Lead form asset section, click New lead form.
  4. Create the lead form, following the instructions in the Create a lead form in a new line item section.
  5. Click Save. If a lead form is attached to an existing line item, it will run once the form is approved. You'll be able to see the review status of your lead form under "Lead form" in your line item settings.

Edit a lead form

  1. Navigate to your insertion order and click the name of the line item containing the lead form.
  2. Click Line item details.
  3. Click the Lead form asset menu button , then the pencil icon Pencil icon / edit icon to edit.
  4. Make changes to your lead form. You can edit the headline, description, call-to-action, and webhook information.
    You won't be able to change the information you ask for in the lead form. Instead, remove the lead form, then create a new lead form and select different options.
  5. Click Save. After you edit a lead form, your line item stops running until your lead form is approved again.

Remove a lead form

  1. Navigate to your insertion order and click the name of the line item containing the lead form.
  2. Click Line item details.
  3. Click the Lead form asset menu button , then the delete icon to remove your lead form.
  4. Click Remove. After a lead form is removed, it can't be restored.

Best practices

For optimal performance with YouTube lead forms, follow these recommended best practices.

  • Start with narrow audiences: Consider using a narrow audience at first (such as custom intent audiences, similar audiences, remarketing lists, or Customer Match). Only expand to additional audiences if you're seeing low lead volume and high quality leads.
  • Narrow your language targeting: Make sure you target a language that matches your lead form language. If you target a language that doesn't match the lead form language, people who see the lead form may not be able to respond to it. You should only target one language per lead form. Learn more about language targeting
  • Have a clear creative: Make clear why people should submit their information using the Form headline, Form description, and Call-to-action fields. For example, if you're gathering leads in an automobile ad, you could use "Get a quote today" as the headline and "Get quote" as the call-to-action.
  • Set the right cost-per-action (CPA) bid: If you're already familiar with YouTube & partners line items, begin with the current CPA you normally use. If you're new to video line items, start your bid conservatively at 1 to 2 times your CPAs you use for Display line items. To optimize toward your desired CPA, decrease the target CPA 10% to 15% at a time to allow for more conversions.
  • Set the right budget: Your budget should be at least 20 times your CPA bid to allow for enough daily conversions. If your bid type is Maximize conversions, your budget should be at least 20 to 30 times your CPA or 10 times your effective CPA.
  • Optimize conversions: If you receive a higher number of website conversions than lead submissions, consider setting up insertion order level conversion tracking and optimizing for lead form conversion.

Reporting for lead forms

Any time a lead form is opened, it's tracked as a click. When someone submits their info in a lead form, it's counted as a conversion. In addition to lead form conversions, your line item may also drive website conversions. You can see your report in Conversion type in your DV360 account.

Your leads are delivered to your customer relationship management (CRM) system using a webhook integration. Learn more about setting up a webhook integration for YouTube lead forms.


Contact your account manager to enable lead forms. Your account must have:

A video line item with a lead form will only serve if the person receiving the ad is signed in to their Google Account, using an Android device, and lives in a country that supports lead forms. For example, if a video line item with a lead form is only targeting computers, the line item won’t serve.


  • Argentina
  • Australia
  • Austria
  • Bangladesh
  • Belgium
  • Belize
  • Brazil
  • Canada
  • Chile
  • Colombia
  • Costa Rica
  • Czech Republic
  • Denmark
  • Ecuador
  • El Salvador
  • Finland
  • France
  • Germany
  • Greece
  • Guatemala
  • Honduras
  • Hong Kong
  • Hungary
  • India
  • Indonesia
  • Ireland
  • Israel
  • Italy
  • Japan
  • Kazakhstan
  • Lithuania
  • Malaysia
  • Mexico
  • Netherlands
  • New Zealand
  • Norway
  • Pakistan
  • Panama
  • Peru
  • Philippines
  • Poland
  • Portugal
  • Puerto Rico
  • Romania
  • Singapore
  • Slovakia
  • South Africa
  • South Korea
  • Spain
  • Sri Lanka
  • Sweden
  • Switzerland
  • Taiwan
  • Thailand
  • Turkey
  • United Arab Emirates
  • United Kingdom
  • United States
  • Vietnam


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