How-to · Updated October 11, 2026
Add a custom question to a Google Ads lead form
Updated October 11, 2026
15 minutes, plus review time if you suggest a question
To add a custom question to a Google Ads lead form, edit the form, click + Question under Custom questions, and pick the closest question from Google's list, then write your own answers. A question you suggest in your own words sends the form to policy review, and its campaigns pause until it is approved.
Before you start
- Standard or Admin access to the Google Ads account. Read-only access cannot edit campaigns or their assets.
- A lead form that already exists, or one you are building. Setting one up from the start is a separate task.
- The one thing you need to know before you call back, such as a budget range, a start date or a type of matter, and the answers that would change how you handle the lead.
Pick a question from Google's list
Choose the closest question Google offers and put the detail in the answers, since the answers are yours to write.
- In Google Ads, open the Campaigns menu and click Assets. Open the Associations tab, select Lead form above the table, hover over the form and click the pencil icon.
- Under Custom questions, click + Question and look through the questions Google offers for one that asks what you need. A law firm might want the type of matter, a software company the team size, a wedding venue the date.
- For a multiple-choice question, add your answers in your own words. Keep them short and make each one lead to a different next step on your side.
- Click Save.
Suggest your own wording only if nothing fits
A question you suggest is checked by Google first, and Google says the form's campaigns pause until the updated form is approved.
- If no question in the list asks what you need, suggest your own. Google's pages call this suggesting a custom question, and show examples such as "Which model are you interested in?".
- Write it as a plain question about the service, and ask only for what the form says you will use it for. Google's lead form rules say collected details may not be used in ways people have not agreed to.
- Save the edit at a time when a pause costs least, since a live form's campaigns stop while the review runs. Google does not give a review time on these pages.
Make it a qualifying question, on Search only
On a form used by a Search campaign, mark the answers that signal a strong prospect, and Google tags those leads as qualified.
- Use a multiple-choice question, and select one or more of its answers as the qualifying response.
- Expect the question to be required: Google says qualifying questions cannot be marked optional. Google lets you mark certain other questions optional, as long as people still give an email or a phone number.
- Click Save.
Google says qualifying responses are available for Search campaigns only. Do not count on them for a form that serves on Performance Max.
Check it worked
Open the campaign's Settings and look under Lead form for its review status. If you suggested a question, the campaigns run again once Google approves the updated form.
When the next leads arrive, download the CSV: Google says its column headers are the full question text. With a qualifying question, each lead also carries a lead stage in the CSV, webhook and API data. Once the question is in an active campaign, Google adds the conversion action Lead form - Response qualified (Google-hosted) to the Qualified lead goal.
How many questions to add
A judgment, not Google's rule: one question, two at most. Google says its More qualified form design adds steps and may result in fewer leads, and every required question is another step. If the answer would not change what you do next with the lead, leave the question out.
If one question splits into several cases, conditional answers can change the choices shown in a later question based on an earlier answer, which keeps the form short.
If leads go to a CRM by webhook
Map each question on its column ID, not on the question text. Google's webhook guide marks the text label (column_name) as deprecated and says it might not always be filled in. Change a question and the mapping keyed on its text can stop matching.