Make a responsive search ad open to a lead form

A user can click on your ad's headline from Google search results and go to your lead form

If your primary goal is to collect leads, you can use lead form assets to show a lead form every time someone selects the headline in your responsive search ad. In this article, you’ll learn how your campaign settings determine which lead form ad is eligible to serve.

Before you begin

Optimize your campaign as you create it

As you create your campaign, you may receive notifications based on your setting selections. These notifications may alert you of issues that can result in decreased performance or that may be significant enough to prevent you from publishing your campaign.

The campaign construction navigation menu that appears as you construct your campaign provides a holistic view of your construction progress and will call attention to notifications that you may want to address. Move between steps in the navigation menu to easily review and resolve potential issues with your targeting, bidding, budget, or other campaign settings. Learn how to Set up your campaign for success.

How it works

The lead form ad formats eligible to serve with your campaign are based on the campaign’s selected conversion goals and bid strategy. Review the table below to understand which campaign settings are needed for a specific ad format to serve.

Use case

Campaign setup

Eligible ad format

Lead form submissions only

Goal: “Submit lead form (Google hosted)” only

Asset: Lead form extension

Ad: Responsive search ad

Lead form ad

This image shows what a lead form ad looks like.

Lead form submissions and other conversions

Goals: “Submit lead form (Google hosted)” and other goals

Bidding: Conversion-focused

Asset: Lead form asset

Ad: Responsive search ad

Lead form ad with in-form “visit site” option

This animation shows what a lead form ad with a "visit site" option looks like.

Responsive search ad with lead form and other assets

This image shows what a responsive search ad with a lead form looks like.

Campaign-level setting

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.

Advertisers who are eligible to have their responsive search ad open to a lead form may also enable this serving behavior by enabling the campaign level setting.

  1. In your Google Ads account, click the Campaigns icon Campaign.
  2. Click the Campaigns drop down in the section menu.
  3. Click Campaigns.
  4. Click the Settings tab and select your campaign.
  5. Click the Additional settings drop down.
  6. Expand the Lead form setting option.
  7. Check the box next to “Always show the lead form when someone interacts with my ad”.

Opting out of serving lead form ad formats

To opt a campaign out of serving a lead form ad formats, you can remove the “Submit lead form (Google hosted)” conversion goal for the campaign.

Related link

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