Set up a webhook integration for a lead form extension

A webhook integration allows you to automatically send information from one app to another using a unique URL. You can create a webhook integration to link your lead form extension to your customer relationship management (CRM). After you add a webhook integration to your lead form extension, you’ll receive your leads directly in your CRM.

Before you begin

To add the webhook integration to your lead form extension, you will need to generate a webhook URL and a webhook key.

• The webhook URL is the delivery path. After a person submits their information in a lead form, an "HTTP POST" request is sent to the configured URL, allowing the leads to go directly to the CRM.
• The webhook key is used for validating the leads sent.

There are two ways to generate the webhook URL and key:

• Create the webhook integration: If you have the ability to do so, you can create the webhook integration and then generate a URL and key for the webhook. Learn more about generating a webhook URL and key.
• Use a third-party integration: You can use Zapier, a third-party integration provider, to generate a URL and key for the webhook. Learn more about using Zapier for Google Ads lead forms.

Instructions

Add a webhook integration to a new lead form

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 goal.
5. Select Search, Video, or Discovery as your campaign type.
6. Click Continue.
7. Enter your campaign settings.
8. In the "Ad extensions" list, select Lead form extension.
9. Click Create lead form extension. This opens the lead form extension editor, where you’ll enter details about your lead form.
10. Begin creating your lead form extension.
11. Under "Webhook integration (optional)", add your webhook URL and webhook key.
12. Click Send test data and verify if your CRM receives the data correctly.
13. When you finish creating the lead form extension, click Save.

Add a webhook integration to an existing lead form

1. Sign in to your Google Ads account.
2. Click Ads & extensions in the page menu, and then click Extensions.
3. Click Lead form on the “Extensions” page.
4. Hover over the lead form extension and click the pencil icon to edit.
5. Under "Webhook integration (optional)", add your webhook URL and webhook key.
6. Click Send test data and verify if your CRM receives the data correctly.
7. When you finish editing the lead form extension, click Save.

Error states

Depending on your initial actions after adding a webhook, you may see one of the following error states:

• Error state A is when people save the form without sending test data (successfully).
• Error state B is data that is not sent.
• Error state C is data sent without Google receiving a response.
• Error state D is data sent, but Google receives an incorrect response (different than "HTTP 200").
• Success state is data sent, and Google receives a correct response.

Related links

• Developer documentation for lead forms
• About lead form extensions
• Download leads