Use lead form extensions

Lead form extensions help you capture interest when potential customers are searching, discovering, or watching relevant content. In this article, you’ll learn how to create and add a lead form extension to Search, Video, Discovery, and Display campaigns in Google Ads.

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Before you begin

  • Make sure you meet the requirements for lead form extensions. If you don’t meet the requirements, you won’t be able to create lead form extensions.
  • Make sure your lead form extension complies with our advertising policies and guidelines (for example, targeting a country where leads forms are available). If not, the campaign won’t serve.
  • Only one lead form extension can be added per campaign.
  • While creating a lead form extension is the same across all campaign types, there may be some differences in how they work across different campaign types. Expand a section below to see the differences for each campaign type.

Search campaigns

Lead form extensions can appear on desktop and mobile devices.

Video campaigns

Lead form extensions only appear on mobile devices running Android. If your campaign is targeting iOS or desktop, the campaign won’t serve users.

Lead form extensions for Video campaigns are currently in a beta. To get access, reach out to your Google representative.

Discovery campaigns

You must have at least one Discovery image ad in order to serve lead forms. Lead forms are not compatible with carousel ads.

Display campaigns

  • Lead form extensions only appear on mobile devices.
  • You must have at least one responsive display ad in order to serve lead forms. Lead forms are not compatible with uploaded image ads.

Lead form optimization

In addition to the audience targeting for your campaign, you can optimize your lead form extension to get more leads ("More volume") or higher-quality ("More qualified") leads. For both options, audiences won't be added or removed, and the fields in your lead form won't be changed. Keep in mind that optimization may work differently depending on the campaign type.

  • "More volume" is the default lead form type, but you can change the lead form type to "More qualified". 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 during the campaign.
  • The "More qualified" lead form type may use a lead form design that contains more steps to submit the form. As a result, you may see fewer leads (but with a greater interest in your business, product, or service).
  • The "More volume" lead form type uses a lead form design with fewer steps to submit the form. As a result, you may see more leads. However, those leads may include people that aren't as interested in your business, product, or service.

Instructions

Create a lead form extension in a new campaign

  1. Sign in to your Google Ads account.
  2. In the page menu on the left, click Campaigns.
  3. Click the plus button , then select New campaign.
  4. Select Leads as your campaign goal.
  5. Select Search, Video, Discovery, or Display as your campaign type.
  6. Click Continue.
  7. Enter your campaign settings.
  8. Open the lead form extension editor, where you’ll enter details about your lead form.
    • For Search and Display campaigns: Scroll to the “Ad extensions” section, then click Lead form extension.
    • For Video and Discovery campaigns: Scroll to the “Lead form” section, then click Form.
  9. In the lead form extension editor, click Create new.
  10. Provide a headline, business name, and description.
  11. Choose the questions that you want to ask in the lead form. You'll need to select at least one option to continue.
    • Name (can be customized as First name and last name or Full name)
    • Email
    • Phone number
    • City
    • Zip / Postcode
    • State / Province
    • Country
    • Company name
    • Job title
    • Work email
    • Work phone number
  12. Add the URL to your privacy policy. A privacy policy is required to collect information and appears at the end of the lead form.
  13. (Search campaigns only) Click Image to add a background image to the lead form. The background image needs to be 1.91:1 (1200 x 628 recommended).
  14. Enter a headline and description for the form submission message, which appears after people submit their contact information.
    • If available for your campaign type, you can also include a submission message call-to-action. This type of call-to-action is different from the call-to-action in your ad and can be configured to go to a specific URL.
  15. To add a call-to-action that encourages people to interact with your ad, select a call-to-action type from the drop-down menu and add a description of the call-to-action.
  16. (Optional) If you want to receive leads directly from your customer relationship management (CRM) system, add your webhook information to the lead form extension.
  17. Select your lead form optimization: More qualified or More volume.
  18. If this is your first time creating a lead form extension, review and accept the terms of service.
  19. To add the lead form extension to your campaign, click Save.

Add a lead form extension to an existing campaign

  1. Sign in to your Google Ads account.
  2. Click Ads & extensions in the page menu, and then click Extensions in the subpage menu.
  3. Click Lead form summary card.
  4. Click to check the box next to the lead form extension.
  5. Click Add to > Campaign. The campaign that you choose needs to have “Leads” as the campaign goal.
  6. Click Done. If a lead form extension is attached to an existing campaign, the campaign will run after the lead form extension is approved. You can see the review status of your lead form extension under "Lead form" in your campaign settings.

Edit a lead form extension

When you edit an existing lead form extension, you can’t change the information you ask for in the lead form. If you want to change the information you ask for in the lead form, create a new lead form extension and select different options. You can then add the new lead form extension to a campaign.
  1. Sign in to your Google Ads account.
  2. Click Ads & extensions in the page menu, and then click Extensions in the subpage menu.
  3. Click Lead form summary card.
  4. Hover over the lead form extension and click the pencil icon Edit to edit.
  5. Make changes to your lead form extension.
  6. Click Save. After you edit a lead form extension, your campaign stops running until your lead form extension is approved.

Remove a lead form extension

  1. Sign in to your Google Ads account.
  2. Click Ads & extensions in the page menu, and then click Extensions in the subpage menu.
  3. Click Lead form summary card.
  4. Click to check the box next to the lead form extension.
  5. Click Remove. After a lead form is removed, it can't be restored. You can still download leads received in the last 30 days from your removed form.

What's next

Measure your results

You can see how your lead form extension is performing in your Google Ads reports. Keep in mind that:

  • Any time a lead form is opened, it's tracked as a click. Other conversion actions will not be reported for lead form extension clicks. For example, if someone clicked your lead form extension and later purchased something on your website, this conversion won’t be attributed to the lead form extension.
  • When someone submits their info in a lead form, it's counted as a conversion. Lead form conversions are automatically created in Google Ads when the form receives its first submission.
  • Your campaign may also drive website conversions.
  • You can see your click and conversion performance by segmenting your performance report by “Click type” and “Conversion type” in your Google Ads account.
  • Visits and conversions won’t be attributed to your lead form extensions in Google Analytics. Analytics only reports engagements that take users directly to your website.

Download your leads

You can download your leads as a simple CSV file, or as an advanced CSV file that can be imported into a CRM. You can also set up a webhook integration to receive leads directly in your CRM.

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