Create lead form assets

You can 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. In this article you’ll learn how to create lead forms in multiple campaigns.

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Create a lead form asset in a new campaign

Go to Campaigns within the Campaignsmenu.
Select the plus button, then select New campaign.
Select Leadsas your campaign goal.
Select Search, Video, Performance Max, or Displayas your campaign type.
Select Continue.
Enter your campaign settings .
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 select More asset typesand then Lead forms.
- For Video campaigns: Scroll to the “Lead form” section, then select Form.
In the lead form asset editor, select Create new.
Provide a headline, business name, and description.
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 nameor Full name)
- Email
- Phone number
- City
- Zip / Postcode
- State / Province
- Country
- Company name
- Job title
- Work email
- Work phone number
- National ID
- Are you over _ years of age?
(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.
* NEW* (Optional) You can also mark selected questions as optional. After you select a question, a toggle will appear under the “optional” column. Turn on the toggle to mark a question as optional. You can mark most questions as optional, except for the following:
- You can mark either email or phone number as optional, but not both.
- Qualifying questions can’t be marked as optional.
- You can’t mark all questions as optional.
Add the URL to your privacy policy. A privacy policy is required to collect information and appears at the end of the lead form.
(Search campaigns only) Select + Add Imageto add a background image to the lead form. The background image needs to be 1.91:1 (1200 x 628 recommended).
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.
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.
(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 .
Select More qualifiedor More volumeas your lead form optimization.
If this is your first time creating a lead form, review and accept the terms of service.
To add the lead form to your campaign, select Save.

Add Qualifying Questions

You can identify qualified leads from your form responses. Simply choose a qualifying question and select one or more multiple-choice answers that indicate a qualified lead.

How it works

Select one multiple choice question to be the qualifying question and choose which answers qualify for valid lead. When a potential customer submits the form with a qualifying answer, the submission is automatically tagged as a qualified lead.

This feature is available for:
- New Forms:
  - You can enable this feature when you create a new form with multiple-choice qualifying questions.
- Existing Forms:
  - If your existing form already uses qualifying questions, you can enable this feature.
  - If your existing form doesn't have qualifying questions, you'll need to add them to use this feature. In some cases, you may need to create a new form.
For each lead submission, there will be a Lead stage in the data output to the CSV, webhook, and API.
When a qualifying response question is in an active campaign, the conversion type will be auto-added to the Qualified lead goal, in the’ Lead form - Response qualified (Google-hosted)’ conversion action the Qualified lead goal - Lead form - Response qualified (Google-hosted).

Add a qualifying question to set up lead scoring

Create new lead form with qualifying question

Go to Assets from the “Assets“ drop down.
In the Associationstab, select Lead formfrom the list above the table toolbar.
Select Accountunder the “Add to” drop down at the top of the page.
Select the Create newoption.
Provide a headline, business name, and description.
Choose the questions that you want to ask in the lead form. You'll need to select at least one option to continue.
- Name
- Email
- Phone number
- City
- Zip / Postcode
- State / Province
- Country
- Company name
- Job title
- Work email
- Work phone number
- National ID
- Are you over _ years of age?
Select + Questionunder the “Custom questions” section.
Select a question from the preset questions drop down and then select Add answer.
- 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.
A slidelog to add the answers will appear.
Include at least 2 answers, each under 70 characters.
Check the box next to the answer you wish to set as qualifying.
Select Done.
Add the URL in the “Privacy policy URL” field. A privacy policy is required to collect the information and appears at the end of the lead form.
(Search campaigns only) Select + Add Imageto add a background image to the lead form. The background image needs to be 1.91:1 (1200 x 628 recommended).
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 call-to-action submission message. 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.
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.
(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 .
Select More qualifiedor More volumeas your lead form optimization.
If this is your first time creating a lead form, review and accept the terms of service.
Select Save.

Edit lead form to set qualifying question

Go to Assets from the “Assets“ drop down.
In the Associationstab, select Lead formfrom the list above the table toolbar.
Hover over the lead form and select the pencil icon to edit
Under the “Custom questions” section, select Edit answerfor the question you wish to set as a qualifying question and a sidealog will appear.
Check the box next to the answer you wish to set as qualifying.
Select Done.
Select Save.

Switch qualifying questions in the existing lead form

Go to Assets from the “Assets“ drop down.
In the Associationstab, select Lead formfrom the list above the table toolbar.
Hover over the lead form and select the pencil iconto edit.
Under the “Custom questions” section, select Edit answerfor the question you wish to set as a qualifying question and a sidealog will appear.
Check the box next to the answer you wish to set as qualifying.
Select Confirmon the warning dialogue box to set the current question as the qualifying question.
Select Done.
Select Save.

Optional questions

You can mark all types of questions as optional in the form builder.
Users will have to either mention their email or phone number in the personally identifiable information (PII) category to support PII based measurement via enhanced conversions for leads.
The form will indicate which questions are optional for users to identify them in the form UI.
You can enable form submission with optional questions.
Provide form submissions via CSV, webhook, and API with a mix of answered and not-answered questions marked empty (like, a blank string).
Qualifying response questions are mandatory and can’t be marked as optional or not required.

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.
When someone submits their information in a lead form, it's counted as a conversion. Lead form conversion action is automatically created in Google Ads when the Lead Form Asset created by you, is approved and ready to go.
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

You can download your leads as a simple CSV file or as an advanced CSV file that can be imported into a CRM. Learn more about Downloading your CSV file .
You can also set up a webhook integration to receive leads directly in your CRM, or leverage the Google Ads API to retrieve your leads .

Add a lead form asset to an existing campaign

Go to Assets within the Campaignsmenu.
In the Associationstab, select Lead formsummary 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

Go to Assets within the Campaignsmenu.
Select the plus icon, then select Lead form.
Select Accountunder the “Add to” dropdown at the top of the page.
Select the Create newoption.
Enter the information required to create your lead form.
Select 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 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.

Go to Assets within the Campaignsmenu.
In the Associationstab, select Lead formfrom the list above the table toolbar.
Hover over the lead form and select the pencil iconto edit.
Make changes to your lead form.
Select Save. After you edit a lead form, your campaign stops running until your lead form is approved.

Remove a lead form asset

Go to Assets within the Campaignsmenu.
In the Associationstab, select Lead formfrom 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.

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