Use lead forms in campaigns

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 how to use lead forms in different campaigns.

On this page

• Requirements
• Lead form assets at the account level
• Lead form optimization

Requirements

• Ensure you meet the requirements for lead forms. If you don’t meet the requirements, you won’t be able to create lead forms.

• Ensure 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 know the differences for each campaign type.

Search campaigns

Lead forms can appear on desktop and mobile devices.

Video campaigns

Lead forms only appear on Android mobile devices running Android. If your campaign is targeting iOS or desktop, the campaign won’t serve users.

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 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 optimization

• "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