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How to Add a Lead Form in Google Ads

Writer's picture: Sotirios SeridisSotirios Seridis

Want to capture more leads without breaking a sweat? You've got to make use of the Lead Form extension in Google Ads! With this feature, users can easily fill-in their details in the form within the ads, so no more jumping into a different link (and potentially losing some leads in the process)! This quick and easy guide will show you how to add a Lead Form in Google Ads!






How to Add a Lead Form in Google Ads:


  1. Login to your Google Ads account

  2. Navigate to Campaign > Assets (left-hand-side-menu)

  3. Select Lead form and click on the + symbol

  4. Create your Lead Generation form and Save


Notes:

  • You can assign a lead form at the Account or Campaign level.

  • You can choose to include custom questions.

  • The Lead Form will not show up in all occasions (all ads). It is at the algorithm's discretion to show the lead form. The algorithm will choose when to present / not present the lead form to a user.



How to Create a Lead Form in Google Ads:


  1. Insert a Headline relevant to the form

  2. Insert the Business name

  3. Insert a Description

  4. Select the questions you want to include

    • Recommended: Name, phone number, email (it will be pre-filled by the system)

  5. (Optional) Click on the +Question symbol to add your custom questions

    • You can find relevant questions through the drop-down or search keywords to find some question ideas

    • You can select the Answer type under the drop-down

  6. Insert your Privacy policy URL (e.g. yourwebsite.com/privacy-policy)

  7. (Optional) Add a Background image

  8. Customize a Submission message

    • Insert a Headline (e.g. Thank You)

    • Insert a Description (e.g. We will contact you within x days)

    • Include a Call-to-action (e.g. Visit site for more information)

  9. Select a Call-to-action for your ad

    • When the ad shows up in the results, this is the call-to-action that will be shown





Frequently Asked Questions on Adding a Lead Form in Google Ads


What is a Lead Form extension in Google Ads?


A Lead Form extension in Google Ads is a feature that allows advertisers to collect user information directly from the ads without requiring users to visit a website. It enables users to submit their details (depending on the fields) directly within the ad, making it easier for potential customers to express interest in your products or services without leaving the Google platform.



What types of campaigns can use Lead Forms in Google Ads?


Lead Forms can be used with Search, Display, and Video campaigns on Google Ads.



Is there a limit to how many Lead Forms I can create in Google Ads?


There's no set limit on the number of Lead Forms you can create, but each campaign can only use one Lead Form at a time.



What happens if a user partially fills out the Lead Form in Google Ads?


If a user partially fills out a Lead Form in Google Ads and doesn't submit it, the information is not saved or sent to the advertiser. Google Ads only captures and shares lead information once the form is completely filled out and submitted by the user.



How can I optimize my Google Ads Lead Form for better performance?


Try the following strategies to optimize your Lead Form:

  • Keep the form fields to a minimum

  • Use clear and compelling headlines

  • Offer an incentive for form submission

  • Test different headlines, form fields, descriptions, and call-to-actions

  • Align form content with ad messaging



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