Use lead form extensions in Search ads [BETA]

Lead form extensions help you capture interest when potential customers are searching for your company, products, or services on Google. This article explains how you can attach, edit, and remove a lead form extension to your Search campaigns.

Note: Data submitted via lead forms is not used for ads personalization.

Before you begin

Lead forms work only as extensions to a Search campaign, so all bidding and targeting options are determined by the campaign your form is attached to.

Lead form conversions

  • Any time a lead form is opened, it will be tracked as a lead form click.
  • When a user submits their info in a lead form, it will be counted as a  lead conversion.
  • You can see your click and conversion performance by segmenting your performance report by Click and Conversion-type.

Lead form eligibility

To create and use a lead form extension on Search, your account must be in a non-sensitive vertical or sub-vertical. Some sensitive verticals and sub-verticals are not eligible for lead form extensions. Learn more about lead form requirements.

Instructions

How to create a lead form extension in a new Search campaign

  1. Sign into your Google Ads account.
  2. In the page menu on the left, click Campaigns.
  3. Click the plus button  , and then select New campaign.
  4. In the goals section, select Leads
  5. Under “Campaign type,” select Search
  6. Click Continue.
  7. Enter your campaign settings.
  8. In the "Ad extensions" list, select Lead form extension.
  9. If this is the first time you create a lead form extension, review and accept the terms of service for this feature.
  10. Create the extension, by selecting the extension call-to-action and entering your extension text.
The call-to-action will be automatically translated to the user’s device language but not the extension text.
  1. Create the lead form:
1. Enter the headline, business name and description
2. Choose what information you want to ask for.
You’ll need to select at least one option to continue.
3. Enter the URL to your privacy policy.
  1. Create the form submission message:
1. Enter the headline and description text.
2. If you want, you can select an available call-to-action for your users on the submission page.
  1. Once completed, click Save.

How to attach a lead form extension to an existing Search ad

  1. Sign into your Google Ads account.
  2. Click Ads & extensions in the page menu, and then click Extensions at the top of the page.
  3. Click the plus button , and then select Lead form extension
  4. You’ll need to review and accept the terms of service the first time you create a lead form extension. 
  5. Select the campaign(s) that you want to attach the new lead form extension to.
  6. Create the lead form extension, following the instructions above.
  7. Click Save.

How to edit a lead form extension in Search ads

Once you have your Search ad with lead form extensions up and running, you may want to update the lead form occasionally with more relevant information such as the headline, business name, or type of contact form.

This article explains step by step how to edit a lead form extension.

  1. Sign into your Google Ads account.
  2. Click Ads & extensions in the page menu, and then click Extensions at the top of the page.
  3. Hover over the lead form extension and click the pencil icon Edit to edit.
  4. Make changes to your lead form.
Important: You won’t be able to change the information you asked for. To change this, you’ll have to create a new form and select different options.
  1. Click Save.

How to remove a lead form extension


Once a lead form is removed, it can’t be restored.You can still download leads that’ve been collected within the last 30 days from your removed form.

  1. Sign into your Google Ads account.
  2. Click Ads & extensions in the page menu, and then click Extensions at the top of the page.
  3. Check the box next to each extension you want to edit and click Edit in the blue bar.
  4. Select Remove from the drop-down menu.

How to download lead data

You can download your leads as a CSV file, or set up a webhook integration for your lead form. You’ll need to download your leads often because they’ll only be stored for 30 days.

Download leads in a CSV file

  1. Sign in to your Google Ads account.
  2. Click Ads & extensions in the page menu, then click Extensions at the top of the page.
  3. Below your lead form extension, click Download Lead.

Collect leads from removed forms

  1. Sign in to your Google Ads account.
  2. Click Ads & extensions in the page menu, then click Extensions at the top of the page.
  3. Add a Status = Removed filter to show the removed extensions.
  4. Below your removed lead form extension, click Download Lead.
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