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

• Generate leads to drive sales for your business, product, or service.
• Drive leads into your marketing funnel to help get more conversions.
• Find and engage people interested in your business, product, or service.

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, Video, Performance Max, and Display campaigns.
   Lead forms for Video campaigns are currently in a beta. To get access, reach out to your Google representative.
2. People in your audience visit a Google property (such as YouTube) and interact with the ad that contains the lead form. When people open the lead form, they can choose to submit their contact information, such as an email address, phone number, and other details.
3. You download and manage your leads from Google Ads. You can download your leads in a CSV file 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:

• More than $50,000 USD total spend in Google Ads. For advertisers whose accounts are managed in currencies other than USD, your spend amount will be converted to USD using the average monthly conversion rate for that currency.
• 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.