Download leads

You can download your leads as a CSV file, through a third-party or webhook integration, or through the Google Ads API. Because leads are only stored for 30 days, you'll need to download your leads often.

Note: The CSV file is empty until you receive your first lead. If you find conversions attributed to your lead form asset but there are no leads in your CSV file, the conversions shown in the UI are likely from a different conversion action. To confirm this, segment your data by Conversion action. Learn more about using segments.


Before you begin

To download leads from your Google Ads account, you need to have "Standard" or "Admin" access.

If you have a manager account, you can only download leads from a client account if the client account gives you ownership. Use the below chart to understand the access level requirements for downloading leads.

Google Ads account type Access level Ability to download leads
Individual account "Standard" or "Admin" Green checkmark
Individual account "Billing", "Email only", or "Read only" red x mark
Client account "Standard" or "Admin" Green checkmark
Client account "Billing", "Email only", or "Read only" red x mark
Manager account (client account grants ownership) "Standard" or "Admin" Green checkmark
Manager account (client account grants ownership) "Billing", "Email only", or "Read only" red x mark
Manager account (client account doesn’t grant ownership) "Standard" or "Admin" red x mark

Ways to download your leads

Leads that you receive from a campaign are available to download from Google Ads or from your CRM, depending on how you choose to receive leads.

Google Ads

  • CSV: This option offers a simple CSV where the column headers are the full question name, translated to the language in your Google Ads account.
  • CSV for CRM: This option provides a more advanced CSV where columns are the field names, rather than the full question name. You can reference the field description section in our developers guide to understand the field name-to-question mapping. The CSV can then be imported into your CRM.

CRM, third-party integrations, and Google Ads API

  • Webhook: When you receive your leads through a webhook, questions will be identified using a column ID. Use the field description section in our developers guide to understand the column ID-to-question mapping. For help with the integration, view our developers guide. Creating a webhook integration allows you to receive leads directly in your CRM.
  • Third-party integrations: You can use a third-party integration provider to automatically send lead form data to your CRM using a webhook. The third-party will automatically generate the webhook and apply it to your lead form asset in Google Ads. A paid account may be required to utilize these third-party lead export integrations:
  • Zapier: We also have a lead export integration with Zapier, a third-party data partner that uses the Google Ads API instead of webhook. Learn more about exporting leads using Zapier.
  • Google Ads API: Developers can leverage the Google Ads API directly to retrieve leads. Learn how to Retrieve leads using Google Ads API.

Instructions

Download leads in a CSV file

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.
  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Assets drop down in the section menu.
  3. Click Assets.
  4. Click Lead form on the "Assets" page.
  5. Below the lead form asset, click CSV or CSV for CRM.

Download leads from removed forms

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Assets drop down in the section menu.
  3. Click Assets.
  4. Click Lead form on the "Assets" page.
  5. Add a filter for Status > Removed to show any removed lead form assets.
  6. Below the removed lead form asset, click CSV or CSV for CRM.

Download leads in your CRM

To learn how to download leads in your CRM, refer to the instructions in your CRM or the person who manages your CRM.

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