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.

Lead forms help you capture interest when potential customers are searching, discovering, or watching relevant content.

Benefits

• Drive high-quality leads: Reach users in the right moment and use features like OTP Verification to ensure highly qualified prospects.
• Higher volume of leads: Generate more leads than just standalone website forms.
• Easy Implementation: Quick to set up, offering a low barrier to entry for capturing leads.

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 and Performance Max campaigns.
2. When people in your audience interact with an ad that contains a lead form asset, they can open the form and submit their contact information (such as an email address or phone number) to express interest in your services.
3. You download and manage your leads from Google Ads. You can download your leads in a CSV file, choose to receive your leads via email, 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 or Display campaign, or you're creating a Search campaign where the ad's headline directly opens to a lead form, you’ll need:

• Reputable advertisers spending more than $1,000 USD per account (or more than $15,000 USD across all accounts) may also be eligible to use these formats subject to further verification of account status and good standing. Advertisers must complete the Advertiser verification program. Learn more About verification .

Learn more about Lead form requirements .

If you have an active lead form asset, 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 how to Make 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 view the lead form.