Lead Form Extensions

Lead Form Extensions (now called Lead Form Assets) embed a contact form directly within your Google Ads search ad, enabling users to submit their name, email, phone number, and other details without visiting your website. The form auto-fills with information from the user’s Google account, reducing friction and increasing lead submission rates.

Key Takeaways

• Collect leads directly within the ad without requiring a landing page visit
• Forms auto-populate from the user’s Google account for minimal friction
• Available on Search, YouTube, Discovery, and Performance Max campaigns
• Leads can be downloaded manually, connected via webhook, or synced to CRM
• Include a clear privacy policy URL and post-submission message

What Are Lead Form Extensions

Lead Form Extensions create the shortest possible path from ad impression to lead capture. Instead of the traditional flow (see ad, click, load landing page, find form, fill out fields, submit), the user taps a call-to-action in the ad and a form appears immediately with their Google account information pre-filled.

Configurable form fields:

Field Category	Available Fields
Contact	Name, Email, Phone Number
Personal	City, State/Province, Zip Code, Country
Work	Company Name, Job Title, Work Email, Work Phone
Custom questions	Up to 5 qualifying questions (multiple choice or short answer)

Form components you configure:

Component	Purpose	Limit
Headline	Form title	30 characters
Business name	Company identification	25 characters
Description	Why the user should submit	200 characters
Call to action	Button text	Predefined options (Get Quote, Apply Now, Sign Up, etc.)
Post-submit headline	Confirmation message	200 characters
Post-submit CTA	Follow-up action (Visit Website, Download)	Predefined options
Privacy policy URL	Required link	Full URL

How It Works

Setting up lead form extensions in the 2026 Google Ads interface:

1. Go to Ads & assets > Assets and select Lead Form
2. Configure the form — set headline, description, and call-to-action
3. Select form fields — choose which information to collect (more fields = higher quality but fewer submissions)
4. Add qualifying questions (optional) — custom questions to filter leads
5. Set delivery method — download CSV from Google Ads, configure webhook URL for real-time delivery, or connect to a CRM integration (Google supports Salesforce, HubSpot, and Zapier natively)
6. Add privacy policy — required link to your privacy policy page
7. Configure post-submit experience — thank you message and follow-up CTA

Lead delivery options:

Method	Speed	Effort
CSV download	Manual (you download)	Low setup
Webhook	Real-time	Moderate setup
CRM integration	Real-time	Varies by CRM
Google Sheets	Near real-time via Zapier	Low-moderate

Practical Example

A commercial solar installation company tests lead form extensions against their traditional landing page approach:

Lead form configuration:

• Headline: Get Your Free Solar Assessment
• Fields: Name, Email, Phone, Company Name
• Qualifying question: “What is your monthly electricity bill?” (Under $1,000 / $1,000-$5,000 / $5,000-$10,000 / Over $10,000)
• Post-submit: “Our solar advisor will contact you within 2 hours”
• Delivery: Webhook to HubSpot CRM

60-day A/B comparison:

Metric	Landing Page Path	Lead Form Extension	Change
Clicks	1,200	1,200	—
Lead submissions	84	156	+86%
Submission rate	7.0%	13.0%	+86%
Cost per lead	$142	$77	-46%
Qualified leads (SQLs)	29	38	+31%
SQL rate	34.5%	24.4%	-29%
Cost per SQL	$411	$316	-23%

Analysis:

• Lead form generates 86% more raw leads at 46% lower cost per lead
• SQL rate is lower (24.4% vs 34.5%) because the reduced friction captures more casual interest
• Despite the lower qualification rate, cost per qualified lead is still 23% better ($316 vs $411)
• The qualifying question about electricity bill filters leads effectively — 78% of respondents selecting “$5,000+” convert to SQL

Net result: 31% more qualified leads at 23% lower cost per qualified lead.

Why It Matters

Lead form extensions are most valuable for businesses where the primary conversion is information capture rather than an immediate purchase. Industries like insurance, real estate, education, financial services, and B2B services benefit from removing the landing page step entirely.

The trade-off is lead quality. Auto-filled forms are so easy to submit that some leads will be low intent. Mitigate this by adding qualifying questions, following up within minutes (speed-to-contact dramatically affects conversion), and integrating directly with your CRM for immediate routing. The combination of lead form extensions with Call Extensions gives users two frictionless conversion paths — form submission for those who prefer asynchronous contact and phone calls for those who want immediate conversation.