Are you looking to capture leads through search engine advertising? You may want to know about Google’s lead capture platform.  

Google provides a great way to capture leads on their platform via Google Ads Lead Form Assets, previously known as Google Ads Lead Form Extension. Google Lead Form Assets helps you generate leads on Google without needing to create and manage your own website and/or landing pages

If you’re looking to get started with Google Ads Lead Form assets, we’re here to help!

In this article, we explain everything you need to know about Google Ads Lead Form Assets, including how to get started and its best practices.  

Table of Contents
What is Google Ads Lead Form Assets?
What’s the difference between Google Ads and Google Ads Lead Form Assets?
How to set up Google Ads Lead Form Assets
How to access Google Ads Lead Form Assets leads
How to integrate Google Ads Lead Form Assets with CRMs
Best practices to optimise Lead Form Assets
Final words

What is Google Ads Lead Form Assets?

Formerly known as Google Ads Lead Form Extension, Google Ads Lead Form Assets are forms you can run your ads on to collect your customer’s information. Unlike regular ads that redirect users to external websites, Google Ads Lead Form Assets allow users to engage with ads within the platform without being redirected to external platforms. This increases the likelihood of users to complete their journey on your ad.

Google Ads Lead Form Assets make it easy to collect your customer’s contact information and additional vital details with its improved user experience and a simplified lead capture process. It also comes with customisable forms with fields and questions that can be tailored according to your requirements.

What’s the difference between Google Ads and Google Ads Lead Form Assets?

While Google Ads Lead Form Assets is a part of Google Ads, you shouldn’t confuse it with regular Google Ads as these two might serve totally different purposes and objectives. Here are some differences between Google Ads and Google Ads Lead Form Assets: 

Google AdsGoogle Ads Lead Form Assets
ObjectiveGoogle Ads is a broad platform designed for various advertising goals like brand awareness, website traffic, product and service promotion, etc.The primary goal of Google Ads Lead Form Assets is lead generation.
FormatGoogle Ads come in various formats such as search ads (text-based), display ads (image or interactive ads), video ads (YouTube), Shopping Ads (product listings), etc.Google Ads Lead Form Assets, on the other hand, is an extension attached to your Search ad, YouTube ad, or Discovery ad, that comes with a pre-filled instant form when users express interest in your ad by clicking the call-to-action button.
PlacementGoogle Ads can be displayed on Google’s Search Engine Results Page (SERP), other Google sites like YouTube and Gmail, as well as on websites and apps that are part of Google’s Display Network and search partners.Lead Form Assets are displayed directly within the ad wherever it’s shown.
CostGoogle Ads primarily works on a pay-per-click (PPC) model. Other models such as Cost-per-thousand-impressions (CPM) and Cost-per-view (CPV) are also available based on ad format and goals.The payment model with Lead Form Assets is only PPC. You pay when a user clicks on the ad that leads to the lead form.
AnalyticsGoogle Ads provides extensive tracking options. You can track clicks, impressions, conversions, view-through conversions, and more.With Google Ads Lead Form Extensions, you can track leads or form submissions, along with standard metrics such as clicks and impressions. You can also download leads directly from Google Ads.
RequirementThere’s no specific requirement for running Google Ads as long as you’re following Google’s policies.Running certain types of Google Ads Lead Form Assets may require a history of more than 50k USD spent in Google Ads and a good history of adhering to Google’s compliance policy.

How to set up Google Ads Lead Form Assets

Creating a Google Ads Lead Form Asset is a fairly simple process. You can set it up on your Google Ads account. Here are the steps: 

  1. Log into your Google Ads account.
  2. Choose ‘Ads and extensions‘ on the page menu.
  3. Go to the ‘Extensions‘ tab and click the plus button.
  4. Select ‘Lead form extension‘.
  5. You’ll now see the ‘New lead form extension‘ window, where you can design your form layout and structure.
  6. Pick your desired call-to-action and fill out the extension text.
  7. Personalise the form by customising fields and questions that you want your leads to answer.
  8. Establish a submission confirmation message.
  9. Save your lead form.

How to access Google Ads Lead Form Assets leads

Once you’ve generated leads on Google, the next important step is to contact them fast and guide them toward sales. And to do that, you first need to access your leads from your Google Ads database. There are a few ways you can do this.

Let’s take a look at how to access your Google Ads Lead Form Assets on different devices.    

How to access Google Ads Lead Form Assets leads on desktop

There are a few ways you can download your leads on a desktop device. The first option is to manually download a CSV. You have two options for this: either download regular CSV or opt for a “CSV for CRM”

Here’s a step by step process of downloading leads in a CSV file: 

  • Step 1: Login to your Google Ads account and click on the “Campaigns” icon.
  • Step 2: Navigate to the “Assets” dropdown and click on “Assets“.
  • Step 3: Click “Lead form” on the “Assets” page.
  • Step 4: Below the lead form asset, click either “CSV” or “CSV for CRM”, depending on your preference.

Please keep in mind that before you can download leads from a Google Ads account, you need to have either “Standard” or “Admin” access to your account. 

You can also transfer the leads directly to your CRM by integrating your Google Ads account with third-party platforms like LeadsBridge, HubSpot, Salesforce, Zapier, etc. These integrations enable automatic lead form data transfer to your CRM using a webhook. But keep in mind that you may require a paid account for most of these integrations.

Alternatively, if you have more advanced technical knowledge, you can use Google Ads API to directly retrieve leads. The API can be used to automate the download process, providing more convenience and flexibility in managing your leads.

How to access Google Ads Lead Form Assets leads on a mobile phone

You can access your Google Ads leads on your mobile device in two ways: (1) by downloading a CSV file, or (2) by using a third party app like Privyr

You can download a CSV file by signing in to your Google account through a web app on your mobile phone and following a similar process as on a desktop. The process, however, can be tedious and spreadsheets have limited functionalities on mobile phones.     

Using a third-party app like Privyr to download and store your leads is a better way to access your leads on mobile devices. With Privyr, you don’t need to manage your spreadsheets as it automatically downloads leads from your Google Ads accounts and organises them in the app itself. This way, you can quickly contact or follow up with them directly from the app. 

How to integrate Google Ads Lead Form Assets with CRMs

You may want to integrate your CRM with Google Ads to manage your leads more effectively and improve conversion rates. Luckily, Google Ads Lead Form Assets easily integrates with almost all the popular CRMs out there. 

You can integrate your CRM with Google Ads by connecting them via Webhook. Here’s how to do it: 

  1. Create your Lead Form Asset.
  2. Click to expand “Export leads from Google Ads”, then click to expand “Other data integration options“.
  3. Under “Webhook integration“, add your webhook URL and webhook key.
  4. Click “Send test data” and verify if your CRM receives the data correctly.

Best practices to optimise Lead Form Assets

Google Ads Lead Form Assets can be a powerful tool to generate leads for your business. However, it’s not the only thing you need to run a great lead generation campaign on Google.

There are a few important practices you should consider to enhance your Google Ads Lead Form Assets so your forms don’t just grab people’s attention but also guide them towards completing it. Here are some important ones:

  • Keep it simple and concise: Users prefer filling out forms that aren’t tedious. Therefore, be mindful of your questions and fields to ensure your form isn’t unnecessarily lengthy.
  • Use pre-filled information: Google Ads enables you to leverage pre-filled information that users have already provided to Google. This reduces the user’s effort of filling out the form manually and enhances their chances of form completion. Make sure you make the best use of this feature. 
  • Compelling call-to-action (CTA) buttons: A strong, clear, and persuasive CTA can prompt users to complete the form. Be creative and direct in crafting your CTAs to make them appealing.
  • Optimise for mobile: Given the popularity of mobile devices, it’s highly likely that more than half of your target customers access your lead forms through a mobile device. Therefore, it’s important to ensure that your lead form is optimised for mobile viewing. 
  • Be relevant: Make sure your form is relevant to the ad and your target audience. Irrelevant questions or fields may confuse or deter potential leads from completing the form.


Running a successful lead generation campaign requires a great understanding of your target audience. Therefore, always make sure you know where your audience is likely to be found before choosing a platform to run your lead generation campaign. Google Ads Lead Form Assets can be a great tool to generate leads via search engine advertising. Remember, planning your ads based on the right keywords is crucial to its success. 

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A writer from the heart and marketer from the mind, Michael writes to help businesses implement effective sales and marketing strategies.