How to use Google Ads lead forms

I’ve always been terrible at RSVPing. I’m the person who’ll get a wedding invitation in the mail, look at it for a solid ten seconds, think, “I should respond to this,” and then promptly lose it under a pile of bills.

But the wedding-industrial complex has figured out how to exploit my laziness: the QR code wedding invite. No more scrounging for a pen, licking a pre-stamped envelope, or doing anything more strenuous than pointing my phone at a pixelated square like I’m checking in for a flight.

This is exactly what Google Ads lead forms are like. Instead of clicking through to a clunky landing page, hunting for a form, and probably getting hit with a CAPTCHA asking you to identify every tiny fire hydrant in a low-res grid, Google bakes the form right into the ad itself.

Just like those RSVPs, Google Ads lead forms eliminate unnecessary steps and any excuse not to convert. Below, I’ll break down how they work, steps to set them up, and ways to automate the process. By the end, you’ll have everything you need to make capturing leads as effortless as scanning a QR code.

Table of contents:

What are Google Ads lead forms?

Google Ads lead forms let advertisers add a lead generation form directly to a Google Ad. Potential customers fill out their contact details—such as name, email, and phone number—without leaving Google’s warm cocoon. After all, people are weirdly more comfortable sharing their personal info with a faceless algorithm that shadows them like something out of Brave New World than trusting your business with it.

Here’s how Google Ads lead forms work:

• The form triggers when a user clicks on the ad’s call to action.

• The user enters their info or, if available, it’s pre-populated by Google (terrifying but convenient).

• Once submitted, the data is stored in the advertiser’s Google Ads account, where it can be downloaded or connected to a CRM or marketing platform via Zapier or webhooks.

Before you plaster lead forms on all your Google Ads, keep some requirements in mind.

• Google lead forms are only available on search, video, Performance Max, and display ads.

• They are only shown to users signed in to Google. So don’t panic if they don’t show up in the Ad Preview and Diagnosis tool.

• Forms are applied at the account or campaign level only—no cherry-picking individual ads or ad groups.

• Certain categories of ads aren’t eligible for lead forms. These include verticals related to alcohol, gambling, healthcare, and politics.

• When creating a lead form, you’ll need to provide a link to your website’s privacy policy.

Additionally, Google is rightfully strict about the use of personal information. Make sure anything you gather from lead form extensions stays in accordance with their data collection and use policies.

How to set up Google lead forms

It takes about five minutes to set up a Google lead form extension.

1. In your Google Ads account, select Campaigns on the left-side navigation menu. 

2. Expand the Assets dropdown, and click Assets.

   

3. On the Assets page, click the blue plus (+) button, and select Lead form.

   

4. Select either Account level (for use with any Search or Performance Max campaigns) or Campaign level (for specific campaigns). Now, it’s time to build the form that captures potential leads.

5. Create a headline, business name, and description.

   

6. Select up to 10 data collection questions (e.g., name, phone number, email).

7. Add optional qualifying questions relevant to your industry. You can search for questions by industry, word, or phrase.

   

8. Insert the link to your website’s privacy policy.

9. Select a background image from your Assets library or upload a new one.

10. Customize the form submission message with a headline, description, and a call to action.

    

11. Under Export leads from Google Ads, you can connect your CRM through Zapier (hey, that’s us!) or a webhook to automatically export leads. Read on for more details about this step.

    

Automating lead distribution with Google lead forms

One of the most valuable aspects of Google Ads lead forms is its ability to automate lead management. While you could manually download leads in a CSV file like an old-timey data prospector, Google can automatically export leads via webhook integration or Zapier.

A webhook automatically sends your lead information from Google Ads to other apps using a unique URL and key. But it requires some technical know-how and compatible software. Plus, you’ll probably want to set up additional actions, like an email to the prospect or a notification to your sales team. Your native lead management system will need to support these, too.

If webhooks sound like too much effort (because they kinda are), integrate Google Ads with Zapier to automatically export leads to wherever you want them to go, whether that’s a CRM, a marketing app, or even just as a Slack message to a sales rep. For ideas on how to set this up, check out our article on ways to automate Google Ads lead forms using Zapier, or get started with one of these pre-made workflows.

Google Ads lead forms FAQ

Now that we’ve explored the basics of Google Ads lead forms, let’s go over some questions that often come up.

Are Google Ads lead forms worth it?

Google Ads lead forms are absolutely worth considering if you’re aiming for streamlined lead generation. They simplify the process for users, allowing potential customers to express interest without leaving the ad and reducing friction in the customer journey. Their effectiveness depends on targeting the right audience and crafting compelling ad copy.

How much does Google charge for leads?

Google doesn’t charge per lead. Instead, it charges per click, just like regular Google Ads. The actual cost can vary wildly depending on your industry, target audience, keyword competition, and campaign optimization. It could be anywhere from a few cents to several dollars per click, but you retain control over your budget by setting daily or campaign limits.

What types of information can I collect using Google Ads lead forms?

Google lead forms allow you to collect information from potential leads, such as names, email addresses, and phone numbers. You can also customize forms to request additional details like company names, job titles, or even specific product or service preferences. This flexibility helps ensure you’re gathering the data most relevant to your business goals, making follow-ups more targeted and effective.

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This article was originally published in December 2020 by Adam Smartschan. The most recent update was in October 2024.