How to Add a Lead Form in Google Ads

A Lead Form Asset is a form that appears directly within your Google ad, allowing users to submit their contact details without leaving Google. It removes the need for a landing page and reduces friction in the lead capture process, which can significantly improve conversion rates on mobile.

Lead Form Assets are supported on Search, Display, Discovery (Demand Gen), and Video campaigns. They are not available for Shopping campaigns. You can apply the asset at account or campaign level depending on how targeted you want the form to be.

By default you can collect name, email, phone number, and postal code. You can also add up to 10 custom questions — either multiple choice or open-ended — to qualify leads before they submit. Keep the form short: fewer fields generally means more submissions.

Leads can be downloaded as a CSV file directly from the Assets section in Google Ads. For automated delivery, you can connect the Lead Form to a CRM or Google Sheets using a webhook integration — available natively for Salesforce, HubSpot, and others, or via Zapier for custom connections.

Yes. When a Lead Form Asset is active, users can choose to either submit the form directly or click through to your landing page as usual. The form adds an additional conversion path without replacing your existing one — useful for testing which path converts better.

Lead Form Assets do not directly impact Quality Score, which is calculated at the keyword and ad level. However, if form submissions improve your overall conversion rate, Google's smart bidding strategies (like Target CPA) will optimise more effectively over time, which can indirectly lower your CPCs.