Lead forms help you generate leads by letting people submit their information in a form directly in your ad. 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.
This article helps you learn how to use lead forms in different campaigns, and determine which lead form is eligible to serve using your campaign settings.
On this page
- Requirements
- How lead forms works across campaign types
- Lead form optimization
- How to optimize your campaign to show a lead form only
Requirements
- Ensure your lead form complies with our advertising policies and guidelines (for example, targeting a country where lead forms are available). If you don’t meet these, the campaign won't serve.
- You must meet the general requirements for lead forms to create them.
- Only one lead form can be added per campaign.
- The feature is only available for responsive search ads.
How lead forms work across campaign types
While creating a lead form is the same across all campaign types, there are differences in how they serve:
Search campaigns
Performance Max campaigns
- Lead forms can appear on both desktop and mobile devices.
Responsive search ad formats based on conversion goals
For responsive search ads, the eligible lead form ad formats depend on your campaign’s selected conversion goals and bid strategy:
| Use case | Campaign setup | Eligible ad format |
|---|---|---|
| Lead form submissions only |
Goal: “Submit lead form (Google hosted)” only Bidding: Conversion-focused Asset: Lead form asset Ad: Responsive search ad |
Lead form (When someone clicks on the headline in your responsive search ad, it opens the lead form.) |
| 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 asset (The headline in your responsive search ad opens your website. Lead form is shown as an asset and can be shown with other assets.) Responsive search ad with lead form and other assets |
Lead form assets at the account level
- You can attach a lead form asset at the account level for use with Search or Performance Max campaigns.
- Lead form assets at the campaign level will always override account-level assets. However, if a campaign-level asset is disapproved, the account-level asset will serve instead.
Lead form optimization
In addition to audience targeting, you can optimize your lead form 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 (Default): This option uses a lead form design with fewer steps to submit. This may result in more leads. However, they may include people who are less interested in your product or service.
- More qualified: This option uses a lead form design that contains more steps. This may result in fewer leads, but those leads generally have a greater interest in your business, product or service.
How to optimize your campaign to show a lead form only
If you're eligible and want your responsive search ad to open directly to a lead form, follow these steps to enable this serving behavior:
- Go to Campaigns within the Campaigns menu
.
- Select the plus button
.
- Select New campaign from the drop-down menu.
- Select Leads as your advertising objective for the campaign.
- Ensure “Submit lead form (Google hosted)” is the only conversion goal for the campaign. (If you don’t have this goal in your account, select the Add goal button to create it.)
- Proceed with the campaign setup, including selection of campaign type, bid, and budget.
- Ensure that a lead form asset is added at the campaign or account level.
Opting out of serving lead form ad formats
To opt a campaign out of serving a lead form ad format, you can simply remove the “Submit lead form (Google-hosted)” conversion goal for the campaign.
