About lead form assets

Lead forms 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 forms and how they can benefit your Google Ads campaigns.

Hero image depicting About lead form extensions

Lead forms help you capture interest when potential customers are searching, discovering or watching relevant content.

For subtitles in your language, turn on YouTube captions. Select the settings icon Image of YouTube settings icon at the bottom of the video player, then select 'Subtitles/CC' and choose your language.


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 in Google Ads and add it to a campaign. You can add lead forms to Search, Video, Performance Max and display campaigns.
    Lead forms 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. 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. You can also automatically export up to 60 days’ worth of lead form data into your CRM using Google Ads API.

Requirements

To use lead forms, 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) are not eligible for lead forms.
  • A privacy policy for your business. When you create a lead form 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 to a Video 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 AUD total spend in Google Ads. For advertisers whose accounts are managed in currencies other than AUD, your spend amount will be converted to AUD using the average monthly conversion rate for that currency.
  • Reputable advertisers spending more than $1,000 per account (or more than $15,000 across all accounts) may also be eligible to use these formats subject to further verification of account status and good standing. Advertisers must complete the advertiser verification program. Learn more About verification.

Learn more about Lead form requirements.

If you have an active lead form asset, the following criteria must also be met for a lead form to be eligible to serve in a lead form ad format:

  • Bidding: Campaign should use a conversion-focused bidding strategy.
  • Conversion-goal: Campaign must be optimised towards a Google lead form conversion goal. Even if the campaign is optimising towards other types of conversions (non-lead form), it should include Google lead form conversion.
  • Ad types: Responsive search ads creatives are eligible to serve. Expanded text ads are ineligible.

Learn more about making a responsive search ad open to a lead form

Where you’ll be able to view 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
  • Czechia
  • 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

Use lead forms

  • Make sure you meet the requirements for lead forms. If you don’t meet the requirements, you won’t be able to create lead forms.
  • Make sure your lead form complies with our advertising policies and guidelines (for example, targeting a country where lead forms are available). If not, the campaign won’t serve.
  • Only one lead form can be added per campaign.
  • While creating a lead form is the same across all campaign types, there may be some differences in how they work across different campaign types. Expand a section below to see the differences for each campaign type.

Search campaigns

Lead forms can appear on desktop and mobile devices.
Lead forms convergence, search example

Video campaigns

Lead forms only appear on mobile devices running Android. If your campaign is targeting iOS or desktop, the campaign won’t serve users.
​​​​Lead forms convergence, video example
Lead forms for Video campaigns are currently in a beta. To get access, reach out to your Google representative.

Display campaigns

  • Lead forms can appear on both desktop and mobile devices.
  • You must have at least one responsive display ad in order to serve lead forms. Lead forms are not compatible with uploaded image ads.
​​​​Lead forms convergence, display example

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 campaign types.
  • Lead form assets at the campaign level in Google Ads always override any lead form assets at the account level.
  • If lead form assets at the campaign level are disapproved, then lead form assets at the account level will serve.

Lead form optimisation

In addition to the audience targeting for your campaign, you can optimise 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. Remember that optimisation may work differently depending on the campaign type.
  • 'More volume' is the default lead form type, but you can change the lead form type to 'More qualified'. The option that you choose may affect the cost per lead and the number of leads collected. You can change the lead form type at any time during the campaign.
  • The 'More qualified' lead form type may use a lead form design that contains more steps to submit the form. As a result, there may be fewer leads (but with a greater interest in your business, product or service).
  • The 'More volume' lead form type uses a lead form design with fewer steps to submit the form. As a result, there may be more leads. However, those leads may include people who aren't as interested in your business, product or service.

Instructions

For subtitles in your language, turn on YouTube captions. Select the settings icon Image of YouTube settings icon at the bottom of the video player, then select 'Subtitles/CC' and choose your language.


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 that you’re searching for.

Expand all

Create a lead form asset in a new campaign
  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop-down in the section menu.
  3. Click the plus button , then click New campaign.
  4. Select Leads as your campaign goal.
  5. Select Search, Video, Performance Max or Display as your campaign type.
  6. Click Continue.
  7. Enter your campaign settings.
  8. Open the lead form editor, where you’ll enter details about your lead form.
    • For Search and display campaigns: Scroll to the 'Assets' section, then click More asset types and then Lead forms.
    • For video campaigns: Scroll to the 'Lead form' section, then click Form.
  9. In the lead form asset editor, click Create new.
  10. Provide a headline, business name and description.
  11. Choose the questions that you want to ask in the lead form. You'll need to select at least one option to continue.
    • Name (can be customised as First name and last name or Full name)
    • Email
    • Phone number
    • City
    • Postcode
    • State
    • Country
    • Company name
    • Job title
    • Work email
    • Work phone number
  12. (Optional) To better qualify your leads, you can add your own qualifying questions by clicking +Question. Once you begin typing the question that you want to add, suggested questions that match your intent will appear. You can also expand any of the available categories to view a list of all questions that match each category.
    • If you can’t find a pre-existing question from the catalogue that matches your intent, you can suggest your own question. You’ll be notified in your Google Ads account if the question, or one similar to it, is added to the catalogue. While not every suggested question may be added to the catalogue, those that have been added will typically be available within 1 or 2 working days from the date of submission. The questions that you submit that are included in the catalogue will be available for use by any lead form advertiser. This functionality is only available for certain languages.
    • Available questions are based on the language that you selected.
    • Questions that you’ve suggested and that have been added to the catalogue, or questions that you’ve previously used in lead forms, will be listed under the 'Your questions' section. A list of the latest questions added to the catalogue is accessible under the 'New questions' section.
  13. Add the URL to your privacy policy. A privacy policy is required to collect information and appears at the end of the lead form.
  14. (Search campaigns only) Click Image to add a background image to the lead form. The background image needs to be 1.91:1 (1200 x 628 recommended).
  15. Enter a headline and description for the form submission message, which appears after people submit their contact information.
    • If available for your campaign type, you can also include a submission message call-to-action. This type of call-to-action is different from the call-to-action in your ad and can be configured to go to a specific URL.
  16. To add a call-to-action that encourages people to interact with your ad, select a call-to-action type from the drop-down menu and add a description of the call-to-action.
  17. (Optional) If you want to receive leads directly from your customer relationship management (CRM) system, add your webhook information to the lead form or link Zapier.
  18. Select More qualified or More volume as your lead form optimisation.
  19. If this is your first time creating a lead form, review and accept the terms of service.
  20. To add the lead form to your campaign, click Save.
Add a lead form asset to an existing campaign
  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Assets drop down in the section menu.
  3. Click Assets.
  4. You'll now view a table with all your assets. Select Association from the 'Table view' drop-down menu.
  5. Select Lead form from the list above the table toolbar.
  6. Tick the box next to the lead form that you want to add to your existing campaign.
  7. Select Add to > Campaign. The campaign that you choose needs to have 'Leads' as the campaign goal.
  8. Click Done. If a lead form is attached to an existing campaign, the campaign will run after the lead form is approved. You can view the review status of your lead form under 'Lead form' in your campaign settings.
Add a lead form asset at the account level
  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Assets drop down in the section menu.
  3. Click Assets.
  4. Click the plus icon , then select Lead form asset.
  5. Select Account under the 'Add to' drop-down menu at the top of the page.
  6. Select the 'Create new' option.
  7. Enter the information required to create your lead form.
  8. Click Save.
Note: You can add only one lead form asset at the account level.
Edit a lead form asset
Note: When you edit an existing lead form, you can’t change the information you ask for in the lead form. If you want to change the information that you ask for in the lead form, create a new lead form and select different options. You can then add the new lead form to a campaign.
  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Assets drop down in the section menu.
  3. Click Assets.
  4. You will now view a table with all your assets. Select Association from the 'Table view' drop-down menu.
  5. Select Lead form from the list above the table toolbar.
  6. Hover over the lead form and click the pencil icon Edit to edit.
  7. Make changes to your lead form.
  8. Click Save. After you edit a lead form, your campaign stops running until your lead form is approved.
Remove a lead form asset
  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Assets drop down in the section menu.
  3. Click Assets.
  4. You will now view a table with all your assets. Select Association from the 'Table view' drop-down menu.
  5. Select Lead form from the list above the table toolbar.
  6. Click to tick the box next to the lead form.
  7. Click Remove. After a lead form is removed, it can't be restored. You can still download leads received in the last 30 days from your removed form.

What's next

Measure your results

You can know how your lead form is performing in your Google Ads reports. Bear in mind that:

  • Whenever a lead form is opened, it's tracked as a click.
  • When someone submits their information in a lead form, it's counted as a conversion. Lead form conversions are automatically created in Google Ads when the form receives its first submission.
  • Your campaign may also drive website conversions.
  • You can determine your click and conversion performance by segmenting your performance report by 'Click type' and 'Conversion type' in your Google Ads account.
  • Visits and conversions won’t be attributed to your lead forms in Google Analytics. Analytics only reports engagements that take users directly to your website.
Note: If you notice a discrepancy between the number of conversions attributed to your Google-hosted lead form and your downloaded lead data, try segmenting your performance reporting by 'conversion type'. Other conversions, such as purchases made on your website, may be attributed to your Google-hosted lead form.

Download your leads

Set up a webhook integration for a lead form

A webhook integration allows you to automatically send information from one app to another using a unique URL. You can create a webhook integration to link your lead form to your customer relationship management (CRM) system. After you add a webhook integration to your lead form, you’ll receive your leads directly in your CRM.

To add the webhook integration to your lead form, you'll need to generate a webhook URL and a webhook key.

  • The webhook URL is the delivery path. After a person submits their information in a lead form, an 'HTTP POST' request is sent to the configured URL, allowing the leads to go directly to the CRM.
  • The webhook key is used for validating the leads sent.

If you have the ability to do so, you can create the webhook integration and then generate a URL and key for the webhook. Learn more about generating a webhook URL and key

Note: You can use a third-party integration provider to automatically send lead form data to your CRM using a webhook. The third-party automatically generates the webhook and applies it to your lead form asset in Google Ads. A paid account may be required to use these third-party lead export integrations.

We also have a lead export integration with Zapier that uses the Google Ads API instead of a webhook. You can also manually export lead form data by downloading a CSV file or use the Google Ads API.

How to add a webhook integration to a new lead form asset
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 that you’re searching for.
  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop-down in the section menu.
  3. Click the plus button , then select New campaign.
  4. Select Leads as your goal.
  5. Select Search, Video, Performance Max or Display as your campaign type.
  6. Click Continue.
  7. Enter your campaign settings.
  8. Click Create lead form to open the lead form asset editor and to enter details about your lead form.
    • For Search and display campaigns: Scroll to the 'Assets' section, then click More Asset Types and then Lead forms.
    • For video campaigns: Scroll to the 'Lead form' section, then click Form.
  9. Begin creating your lead form asset.
  10. Click to expand 'Export leads from Google Ads', then click to expand 'Other data integration options'.
  11. Under 'Webhook integration (optional)', add your webhook URL and webhook key.
  12. Click Send test data and verify if your CRM receives the data correctly.
  13. When you finish creating the lead form, click Save.
How to add a webhook integration to an existing lead form asset
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 that you’re searching for.
  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Assets drop-down in the section menu.
  3. Click Assets.
  4. You'll now view a table with all your assets. Select Lead form from the list above the table toolbar.
  5. Hover over the lead form and click the pencil icon Edit setting, pencil icon to edit.
  6. Click to expand 'Export leads from Google Ads', then click to expand 'Other data integration options'.
  7. Under 'Webhook integration (optional)', add your webhook URL and webhook key.
  8. Click Send test data and verify if your CRM receives the data correctly.
  9. When you finish editing the lead form, click Save.

Error states

Depending on your initial actions after adding a webhook, you may discover one of the following error states:

  • Error state A: When people save the form without sending test data (successfully).
  • Error state B: Data that isn't sent.
  • Error state C: Data sent without Google receiving a response.
  • Error state D: Data sent, but Google receives an incorrect response (different from 'HTTP 200').
  • Success state: Data sent and Google receives a correct response.

Was this helpful?

How can we improve it?
true
Achieve your advertising goals today!

Attend our Performance Max Masterclass, a livestream workshop session bringing together industry and Google ads PMax experts.

Register now

Search
Clear search
Close search
Google apps
Main menu
7011571059795551029
true