You can create a lead form in Google Ads and add it to Search and Performance Max campaigns to capture information from potential customers directly in your ads. This article will help you how to manage lead form assets.
Learn more About lead form assets.
On this page
- Get started with lead forms
- Set up and manage your lead form
- Create a simple lead form in a new campaign
- Add a lead form asset to an existing campaign
- Edit a lead form asset
- Remove a lead form asset
- Optimize with advanced lead form features
Get started with lead forms
Before setting up your lead form, ensure you have the URL to your business's privacy policy, as it is required to collect user information and will appear at the end of your lead form. If this is your first time creating a lead form in Google Ads, you’ll be prompted to review and accept the terms of service before your form can go live.
Set up and manage your lead form
Create a simple lead form in a new campaign
- Go to Campaigns within the Campaigns menu
.
- Select the plus button, then select New campaign.
- Select Leads as your campaign objective. Add the “Submit lead form (Google hosted)” conversion goal to optimize your campaign for lead form ads.
- Select Search or Performance Max as your campaign type, then select Continue.
- Enter your campaign settings, then open the lead form editor:
- For Search: Under the “Ads” section, select + Lead forms.
- For Performance Max: Scroll to the “Assets” section, select More asset types, then Lead forms.
- In the lead form asset editor, select New lead form.
- Provide a headline, business name, and description.
- Choose the basic contact questions you want to ask (such as Name, Email, or Phone number). You must select at least one option to continue. You can also click + Question under the “Custom questions” section to add relevant custom questions for your business.
- Add the URL to your privacy policy.
- Enter a headline and description for the form submission message that appears after people submit their contact information.
- Select a call-to-action type from the drop-down menu and add a description.
- (Optional) Configure your Lead delivery option to choose how you want to receive your leads. You can download collected leads from the extensions table, set up a webhook integration to send data directly to your CRM, or enter email addresses to receive notifications. Review and accept the terms of service (if this is your first time), then select Save to add the form to your campaign.
Add a lead form asset to an existing campaign
- Go to Assets within the Campaigns menu
- In the Associations tab, select Lead form summary card header for the type of asset.
- Check the box next to the lead form that you want to add to your existing campaign.
- Select Add to > Campaign. The campaign that you choose needs to have “Leads” as the campaign goal.
- Select 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
You can add only one lead form asset at the account level.
- Go to Assets within the Campaigns menu
- Select the plus icon, then select Lead form.
- Select Account under the “Add to” dropdown at the top of the page.
- Select the Create new option.
- Enter the information required to create your lead form.
- Select Save.
Edit a lead form asset
- Go to Assets within the Campaigns menu
- In the Associations tab, select Lead form from the list above the table toolbar.
- Hover over the lead form and select the pencil icon to edit.
- Make changes to your lead form. You can add, remove, or modify your contact fields and custom questions, as well as update your headline, background image, and form submission message.
- Select Save.
- Note: Depending on the edits you make, your form may require a policy review. If a review is required (for example, if you suggest a new custom question), your associated campaigns will pause until the updated form is approved.
Remove a lead form asset
- Go to Assets within the Campaigns menu
- In the Associations tab, select Lead form from the list above the table toolbar.
- Select to check the box next to the lead form.
- Select 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.
Optimize with advanced lead form features
You can utilize the following advanced features to improve lead quality and customize the user experience.
- Dealership locator for automotive dealerships: If you run an automotive dealership using a Performance Max or Search campaign, you can dynamically pull in and show potential customers the dealership location closest to them. Learn more About dealership locator for automotive dealerships.
- Phone number verification (One-Time Password): Ensure your sales team only spends time on valid, high-intent prospects by requiring SMS phone number verification. This adds a one-time password (OTP) step to your form, filtering out invalid numbers, automated spam, and bots. Currently supported for Search campaigns only. Learn more About phone number verification.
- Qualifying responses: Automatically filter and identify your most valuable leads straight from your form responses. By turning a multiple-choice question into a "qualifying question" and selecting the specific answers that indicate a strong prospect, matching submissions will automatically be tagged as a qualified lead in your data outputs.
- Conditional answers: To improve submission rates, you can mark certain questions as optional. However, users must provide either their email or phone number for personally identifiable information (PII) measurement, and qualifying questions cannot be marked as optional.
