Using lead forms in Discovery campaigns

Lead forms for Discovery campaigns make it easier to capture interest from those who can share their information with you directly from your Discovery ads in Gmail. To do this, set your campaign goal to "Leads” and add a lead form to your campaign. Lead forms for Discovery campaigns currently appear in Gmail only. This article explains how you can set up a lead form for a Discovery campaign.

Before you begin

Lead form eligibility

To create a lead form, Learn more about lead form requirements

Note: In addition to meeting the account requirements, a Discovery campaign with a lead form will only serve if the person is using Android or desktop, and lives in a country that supports showing lead forms.

Lead form ads

You must have at least one single-image ad in order to serve lead forms. Lead forms are not compatible with multi-image carousel ads.

Lead form fields

  • Those who have turned on Ads Personalization in their Google accounts and who have signed into their Gmail accounts can see the following fields pre-filled in your lead form:  "Full name" (including "First name/Last name"), "Email", "Phone number", and "Zip/Postal code".
  • Depending on their country, some fields may have different labels for people who see the lead form (such as "State/Province" and "Zip/Postal code").

Lead form conversions

  • Any time a lead form is opened, it's tracked as a click.
  • When someone submits their info in a lead form, it's counted as a conversion.
  • In addition to lead form conversions, your campaign may also drive website conversions.
  • You can see your report in "Click type" and "Conversion type" in your Google Ads account.

Instructions for lead forms

Create a lead form in a new campaign

  1. Sign in to your Google Ads account.
  2. In the page menu on the left, click Campaigns.
  3. Click the plus button , then select New campaign.
  4. In the goals section, select Leads.
  5. Under "Campaign type", select Discovery.
  6. Click Continue.
  7. While setting up your campaign, scroll to the "Lead form" section, then click Form. This opens a new window, where you'll read and accept the “Terms of Service”(TOS). Click the box next to “I agree.”
  8. After you accept the terms of service, the lead form builder will open up and you can enter details about your lead form.
  9. Enter your "Business name", "Headline", and "Description".
  10. Choose the information you want to collect in the lead form. You'll need to select at least one option to continue:
    • Name (can be customized as First name and last name or Full name)
    • Email
    • Phone number
    • City
    • Zip / Postal code
    • State / Province
    • Country
    • Company name
    • Job title
    • Work email
    • Work phone number
    • Click on +QUESTION under the “More Questions” section to choose from the list of available additional qualifying questions.
  11. Add the URL of your privacy policy. A privacy policy is required to collect information.
  12. Add a "Headline" and "Description" for the message that appears after people submit their information.
  13. (Optional) Choose a “Call-to-action” and provide a “Call-to-action URL” for the message that appears after people submit their information.
  14. (Optional) Lead delivery option: If you want to download your collected leads in real-time, add the webhook URL and key under “Manage your leads with a webhook.” A webhook lets you link your lead form to your customer relationship management system. You can use the “Test send data” option to test the connection.
  15. Click Save to add the form to the campaign.

Add a lead form to an existing campaign

  1. Sign in to your Google Ads account.
  2. In the page menu on the left, click Settings.
  3. Click the name of the campaign that you want to add the lead form to.
  4. Next to "Lead form", click the drop-down arrow Down arrow.
  5. Click Form
  6. Create the lead form, following the instructions in the "Create a lead form in a new campaign" section.
  7. Click Save
Note: If a lead form is attached to an existing campaign, the campaign will run once the form is approved. You'll be able to see the review status of your lead form under "Lead form" in your campaign settings.

Edit a lead form

  1. Sign in to your Google Ads account.
  2. In the page menu on the left, click Settings.
  3. Click the name of the campaign that contains the lead form you want to edit.
  4. Next to "Lead form", click the drop-down arrow Down arrow.
  5. To edit, click the pencil icon Edit .
  6. Make changes to your lead form. You can edit the headline, description, call-to-action, and webhook information.
Note: You won't be able to change the information you ask for in the lead form. Instead, create a new lead form and select different options. You can then add the new lead form to your campaign.
7. Click Save. After you edit a lead form, your campaign stops running until your lead form is approved again.

Remove a lead form

  1. Sign in to your Google Ads account.
  2. In the page menu on the left, click Settings.
  3. Click the name of the campaign that contains the lead form you want to remove.
  4. Next to "Lead form", click the drop-down arrow Down arrow.
  5. To remove your lead form, click the trash icon .
  6. Click Remove
Note: After a lead form is removed, it can't be restored. You can still download leads received in the last 30 days from your removed form.

Download lead data

You can download your leads as a CSV file, or create a webhook integration in your lead form. You can only download leads you've received within the last 30 days.

To download leads in a CSV file:

  1. Sign in to your Google Ads account.
  2. In the page menu on the left, click Settings.
  3. Click the name of the campaign.
  4. Next to "Lead form", click the drop-down arrow Down arrow.
  5. Click Download leads. Your leads will download as a CSV file.

To download leads from forms you've removed:

  1. Sign in to your Google Ads account.
  2. In the page menu on the left, click Settings.
  3. Click the name of the campaign.
  4. Next to "Lead form", click the drop-down arrow Down arrow.
  5. Click Collected leads from removed forms.
  6. Click Download leads.

Set up a webhook integration for your lead form

A webhook integration allows you to automatically send information from one app to another using a unique URL. You can create a webhook integration to link your lead form to your customer relationship management (CRM). After you add a webhook integration to your lead form, you’ll receive your leads in real time.

Before you begin

To add the webhook integration to your lead form, you will need to generate a webhook URL and a key.

The webhook URL is the delivery path. After a person submits their information in a lead form, an "HTTP POST" request is sent to the configured URL, allowing the lead data to go directly into the CRM system. The key is used for validating the leads sent.

There are two ways to generate the webhook URL and key:

Use a third-party integration: You can use Zapier, a third-party integration provider, to generate a webhook URL and key. Learn more about using Zapier for Google Ads lead forms

Instructions for webhook integration

Webhook integration to a new lead form

  1. Sign in to your Google Ads account.
  2. In the page menu on the left, click Campaigns.
  3. Click the plus button then select New campaign.
  4. In the goals section, select Leads.
  5. Under "Campaign type", select Discovery.
  6. Click Continue
  7. While setting up your campaign, scroll to the "Lead form" section, then click Form. This opens a new window, where you’ll enter details about your lead form.
  8. Fill in the details for your lead form.
  9. Under "Manage your leads with a webhook (optional)”, add your Webhook URL.
  10. Add your Key.
  11. Click Send test data and verify if your CRM receives the data correctly.
  12. Click Save

Webhook integration to an existing lead form

  1. Sign in to your Google Ads account.
  2. In the page menu on the left, click Settings.
  3. Click the name of the campaign that you'd like to edit.
  4. Next to "Lead form", click the drop-down arrow Down arrow.
  5. To edit, click the pencil icon Edit.
  6. From the lead delivery options, click Webhook.
  7. Add your Webhook URL.
  8. Add your Key.
  9. Click Send test data and verify if your CRM receives the data correctly.
  10. Click Save

Error states

Depending on your initial actions after adding a webhook, you may see one of the following error states:

  • Error state A is when people save the form without sending test data (successfully).
  • Error state B is data that is not sent.
  • Error state C is data sent without Google receiving a response.
  • Error state D is data sent, but Google receives an incorrect response (different than "HTTP 200").
  • Success state is data sent, and Google receives a correct response.
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