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 form extensions is not used for ads personalisation.

Before you begin

Lead form extensions 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 extension eligibility

To create and use a lead form extension on Search, your account must be in a non-sensitive vertical or sub-vertical. The extension will not be available if your Google Ads account is in a sensitive vertical or sensitive sub-vertical. Learn more about lead form extension requirements.

Measure lead form extensions

Clicks

Any time a lead form extension is opened, it will be tracked as a lead form extension click in Google Ads.

Conversions

When a user submits their info in a lead form extension, it will be counted as a lead form conversion. Lead form conversions are automatically created in Google Ads when the form receives its first submission.

You can see your click and conversion performance by segmenting your performance report by 'click' and 'conversion type'.

Notes:
  • Lead form extension submissions are the only conversion type that will be attributed to clicks on your lead form extension. Other conversion actions won't 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.
  • In Google Analytics, visits and conversions won’t be attributed to your lead form extensions. Analytics only reports engagements that take users directly to your website.

Instructions

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

  1. Sign in to 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.
    Note: The call-to-action will be automatically translated to the user’s device language but not the extension text.
  11. Create the lead form extension:

    • Enter the headline, business name and description
    • Choose what information you want to ask for.
    • Enter the URL to your privacy policy.
    Note: You’ll need to select at least one option and up to 10 to continue. For multiple-choice questions, a “Prefer not to answer” option will be automatically added.
  12. Create the form submission message:

    • Enter the headline and description text.
    • If you want, you can select an available call to action for your users on the submission page.
  13. 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, 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 extension 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 extension.
Important: You won’t be able to change the information that 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 extension is removed, it can’t be restored. You can still download leads that have 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, then click Extensions at the top of the page.
  3. Tick the box next to each extension that 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 extension. You’ll need to download your leads often because they’ll only be stored for 30 days.

Note: The CSV file will be empty until you receive your first lead. Learn more about lead conversion.

Lead data format

  • CSV Download (Basic): Human-readable CSV where the column headers are the full question name, translated to the language in your Google Ads account.
  • CSV Download (CRM): More advanced CSV where columns will be field names, rather than the full question name. You can reference the field description section of our developers documentation to understand the field name to question mapping.
  • Webhook: When you receive your leads through a webhook, questions will be identified via a column ID. Use the field description section of our developers guide to understand the column ID to question name mapping. For assistance in setting up the integration, reference our developers guide.

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 one of the CSV download options.

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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