About lead form extensions

Lead form extensions help you generate leads by letting people submit their information in a form directly in your ad. In this article, you’ll learn about lead form extensions and how they can benefit your Google Ads campaigns.

Hero image depicting About lead form extensions

Benefits

  • Generate leads to drive sales for your business, product, or service.
  • Drive leads into your marketing funnel to help get more conversions.
  • Find and engage people interested in your business, product, or service.

How it works

  1. You create a lead form extension in Google Ads and add it to a campaign. You can add lead form extensions to Search, Video, Discovery, and Display campaigns.
    Lead form extensions for Video campaigns are currently in a beta. To get access, reach out to your Google representative.
  2. People in your audience visit a Google property (such as YouTube) and interact with the ad that contains the lead form extension. When people open the lead form, they can choose to submit their contact information, such as an email address, phone number, and other details.
  3. You download and manage your leads from Google Ads. You can download your leads in a CSV file or create a webhook integration to receive leads directly in your customer relationship management (CRM) system. You can only download leads submitted in the last 30 days.

Requirements

To use lead form extensions, make sure that you have:

  • A good history of policy compliance.
  • A Google Ads account in an eligible vertical or sub-vertical. Sensitive verticals or sub-verticals (for example, sexual content) aren't eligible for lead forms.
  • A privacy policy for your business. When you create a lead form extension in Google Ads, you need to provide a link to your privacy policy. The privacy policy appears at the end of the lead form.

In addition, if you’re adding a lead form extension to a Video, Discovery, or Display campaign, or you're creating a Search campaign where the ad's headline directly opens to a lead form, you’ll need:

  • More than $50,000 USD total spend in Google Ads. For advertisers whose accounts are managed in currencies other than USD, your spend amount will be converted to USD using the average monthly conversion rate for that currency.

Learn more about our requirements for lead form extensions

What lead forms look like

Depending on the campaign type that you use, lead forms may look different. Expand a section below to compare how lead forms look in different campaign types.

Search

Lead forms convergence, search example

Video

​​​​Lead forms convergence, video example

Discovery

Lead form extensions for Discovery ads show on Gmail and YouTube.

​​​​Lead forms convergence, discovery example

Display

​​​​Lead forms convergence, display example

Where you’ll see lead forms

Lead forms are only eligible to serve in some countries. If your ad is served to an audience in a country that doesn’t allow lead forms, the audience won’t see the lead form.

  • Argentina
  • Australia
  • Austria
  • Bangladesh
  • Belize
  • Belgium
  • Brazil
  • Canada
  • Chile
  • Colombia
  • Costa Rica
  • Czech Republic
  • Denmark
  • Ecuador
  • El Salvador
  • Finland
  • France
  • Germany
  • Greece
  • Guatemala
  • Honduras
  • Hong Kong
  • Hungary
  • India
  • Indonesia
  • Ireland
  • Israel
  • Italy
  • Japan
  • Kazakhstan
  • Lithuania
  • Malaysia
  • Mexico
  • Netherlands
  • New Zealand
  • Norway
  • Pakistan
  • Panama
  • Peru
  • Philippines
  • Poland
  • Portugal
  • Puerto Rico
  • Romania
  • Singapore
  • Slovakia
  • South Africa
  • South Korea
  • Spain
  • Sri Lanka
  • Sweden
  • Switzerland
  • Taiwan
  • Thailand
  • Turkey
  • United Arab Emirates
  • United Kingdom
  • United States
  • Vietnam
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