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.

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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, 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. 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) aren't 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, 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 forms

If you have an active lead form, 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 optimized towards a Google lead form conversion goal. Even if the campaign is optimizing 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
  • 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

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 leads 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 know 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 form extensions for Video campaigns are currently in a beta. To get access, reach out to your Google representative.

Discovery campaigns

You must have at least one Discovery image ad in order to serve lead forms. Lead forms are not compatible with carousel ads.
​​​​Lead forms convergence, discovery example

Display campaigns

  • Lead forms can appear on 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 optimization

In addition to the audience targeting for your campaign, 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" is the default lead form type, but you can change the lead form type to "More qualified". The option 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 that aren't as interested in your business, product, or service.

Instructions

Expand all

How to create a lead form in a new campaign
  1. Sign in to your Google Ads account.
  2. In the page menu on the left, click Campaigns.
  3. Click the plus button , then select New campaign.
  4. Select Leads as your campaign goal.
  5. Select Search, Video, Discovery, 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 and Discovery 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 customized as First name and last name or Full name)
    • Email
    • Phone number
    • City
    • Zip / Postcode
    • State / Province
    • 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 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 catalog 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 catalog. While not every suggested question may be added to the catalog, those that have been added will typically be available within 1 or 2 business days from the date of submission. The questions you submit that are included in the catalog 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 you selected.
    • Questions that you’ve suggested and that have been added to the catalog, 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 catalog 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 optimization.
  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.
How to add a lead form to an existing campaign
  1. Sign in to your Google Ads account.
  2. Click Ads & assets in the page menu, and then click Assets in the subpage menu.
  3. You will now see a table with all your assets. Select Association from the “Table view” drop-down menu.
  4. Select Lead form from the list above the table toolbar.
  5. Check the box next to the lead form you want to add to your existing campaign.
  6. Select Add to > Campaign. The campaign that you choose needs to have “Leads” as the campaign goal.
  7. 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.
How to edit a lead form
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 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. Sign in to your Google Ads account.
  2. Click Ads & assets in the page menu, then click Assets in the subpage menu.
  3. You will now see a table with all your assets. Select Association from the “Table view” drop-down menu.
  4. Select Lead form from the list above the table toolbar.
  5. Hover over the lead form and click the pencil icon Edit to edit.
  6. Make changes to your lead form.
  7. Click Save. After you edit a lead form, your campaign stops running until your lead form is approved.
how to remove a lead form
  1. Sign in to your Google Ads account.
  2. Click Ads & assets in the page menu, and then click Assets in the subpage menu.
  3. You will now see a table with all your assets. Select Association from the “Table view” drop-down menu.
  4. Select Lead form from the list above the table toolbar.
  5. Click to check the box next to the lead form.
  6. 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. Keep in mind that:

  • Any time a lead form is opened, it's tracked as a click. Other conversion actions will not be reported for lead form clicks. For example, if someone clicked your lead form and later purchased something on your website, this conversion won’t be attributed to the lead form.
  • When someone submits their info 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.

Download your leads

You can download your leads as a simple CSV file or as an advanced CSV file that can be imported into a CRM. You can also set up a webhook integration to receive leads directly in your CRM.

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: If you can't create a webhook, you can either use a third-party integration provider like Zapier or use the Google Ads API to automatically send lead form data to your CRM. You can also manually export lead form data by downloading a CSV file.
How to add a webhook integration to a new lead form
  1. Sign in to your Google Ads account.
  2. In the page menu on the left, click Campaigns.
  3. Click the plus button , then select New campaign.
  4. Select Leads as your goal.
  5. Select Search, Video, or Discovery 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.
  9. For Search and Display campaigns: Scroll to the “Assets” section, then click More Asset Types and then Lead forms.
  10. For Video and Discovery campaigns: Scroll to the “Lead form” section, then click Form.
  11. Begin creating your lead form asset.
  12. Click to expand “Export leads from Google Ads”, then click to expand “Other data integration options".
  13. Under "Webhook integration (optional)", add your webhook URL and webhook key.
  14. Click Send test data and verify if your CRM receives the data correctly.
  15. When you finish creating the lead form, click Save.
How to add a webhook integration to an existing lead form
  1. Sign in to your Google Ads account.
  2. Click Ads & assets in the page menu, and then click Assets.
  3. You will now see a table with all your assets. Select Lead form from the list above the table toolbar.
  4. Hover over the lead form and click the pencil icon Edit setting, pencil icon to edit.
  5. Click to expand “Export leads from Google Ads", then click to expand “Other data integration options".
  6. Under "Webhook integration (optional)", add your webhook URL and webhook key.
  7. Click Send test data and verify if your CRM receives the data correctly.
  8. 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 is when people save the form without sending test data (successfully).
  • Error state B is data that isn't sent.
  • Error state C is data sent without Google receiving a response.
  • Error state D is data sent, but Google receives an incorrect response (different from "HTTP 200").
  • Success state is data sent, and Google receives a correct response.
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