How-to · Updated October 11, 2026
Add a lead form to your Google ads and get the leads out of Google Ads
Updated October 11, 2026
30 minutes
Add a lead form to a Leads campaign under Assets, then choose where its leads go: email notifications, a webhook to your CRM, or both. Without one, leads stay inside Google Ads, which keeps them for 60 days and lets you download only the last 30 as a CSV.
Before you start
- Standard or Admin access to the Google Ads account. Editing campaigns and downloading leads both need one of them.
- A link to your privacy policy. Google requires it on every lead form and shows it at the end of the form.
- A Search or Performance Max campaign with Leads as its goal, a conversion-focused bid strategy, and Submit lead form (Google hosted) among its conversion goals. Google serves a lead form only in a campaign set up this way, and on Search only with responsive search ads.
- A webhook URL and key from your CRM or an integration provider, if leads should land there automatically.
Build the form and attach it
Create the form under Assets, fill in every required field, and attach it to the campaign that should show it.
- In Google Ads, open the Campaigns menu, click Assets, then click the plus icon and choose Lead form.
- Under Add to at the top of the page, select Account, then Create new. An account-level form can serve on Search and Performance Max campaigns. An account holds only one, and a form attached to a campaign overrides it.
- Enter a headline, your business name and a description. Pick the contact questions you need, such as Name, Email or Phone number; at least one is required.
- Add your privacy policy URL, then the headline and description of the message people see after they submit. Choose a call-to-action type from the drop-down and add its description.
- Accept the lead form terms if Google asks (it does the first time), then click Save.
- To attach an existing form to one campaign instead: in Assets, open the Associations tab, select Lead form, tick the form, then choose Add to and Campaign, and click Done. Google says the campaign runs after the form is approved.
If Submit lead form (Google hosted) is the campaign's only conversion goal, Google can make the ad headline open the form instead of your website.
Send every lead somewhere a person will see it
Turn on email notifications, and add a webhook if you use a CRM: a form with neither keeps its leads in Google Ads, where they expire after 60 days.
- Open the form for editing: in Assets, open the Associations tab, select Lead form above the table, hover over the form and click the pencil icon.
- In the Notifications section, enter one or more email addresses. Google sends an email for each lead. Use an inbox someone checks during working hours.
- For a CRM, expand Export leads from Google Ads, then Other data integration options. Under Webhook integration (optional), paste the webhook URL and the webhook key your CRM or provider gave you. Google lists providers, such as HubSpot and Salesforce, that can set this up for you.
- Click Send test data, then Save.
Keep email on even with a webhook: it is easy to miss that nobody watches the CRM for new leads.
Check it worked
After Send test data, a green status message means only that your system answered with code 200. Google's webhook guide says that without also confirming the CRM read the test lead, there is no guarantee the webhook works. Find the test lead in the CRM with each detail in the right field.
Once real leads arrive, compare a week of them in your inbox and CRM against a download: in Assets, select the Lead form card header and click CSV under the form. The counts should agree. If Google Ads shows conversions but the CSV is empty, Google suggests segmenting by conversion action to see where those conversions came from.
Why a webhook can lose leads that Google Ads still shows
Google's webhook guide says your system should answer each lead with code 200. An answer in the 4XX range, such as a refusal because the key does not match, is marked as not retried, so that lead does not reach the CRM. Copy the key exactly, and compare against a CSV now and then.
Google also says a lead may be delivered more than once, and that the lead_id field is the way to remove duplicates.
Who can download leads from a manager account
Google says downloading needs Standard or Admin access. A manager account can download a client account's leads only if the client account gives it ownership. Removed forms still offer their last 30 days: filter Status to Removed on the lead form assets and click CSV.