There is a saying in the world of digital marketing: ‘You want leads? I’ll give you leads. The question is whether or not you know how to work them!’.
Many companies and salespeople turn their noses up at Google Ads lead forms assets, saying the ‘leads are cold’ or that they ‘lack quality’.
But the truth is that the difference between success and failure lies not in the tool itself, but rather in the sales ability of whoever receives that information.
What are they, and where do they appear?
Lead forms allow users to leave their contact details directly on the advert, without having to visit your website. They appear as an extension, just like the price extension, below the ad.
Where can you use them:
– Search network – just below the headline and description.
– Display – in responsive ads only, and mainly on mobile devices. The form appears as a direct offer on the banner. When the user clicks, a quick-fill window opens.
– Demand Gen – they can appear in video or image ads and, when clicked, the form expands without requiring the user to leave the feed (YouTube, Discover or Gmail in the Promotions and Social tabs).
– YouTube video – in YouTube video ads, forms can appear below the video or embedded in the ad experience, depending on the format and device.
– Performance Max (PMax) – can distribute forms across the various channels of Google’s ecosystem, including Search, YouTube, Discover and Display.
The reality – ‘cold’ leads vs. ‘glass-chewing’ salespeople
There is a world of difference between a company with a good salesperson, and one where the they want everything spoon-fed to them. A lead from a Google Ads form is, by definition, a top-of-funnel or mid-funnel lead. The customer has reacted to an immediate offer, often without even having visited your website. They don’t yet know or have seen which products or services are available for what they want, but they know the budget and the characteristics of what they’re looking for. And, at this stage, truth be told, they’re not supposed to know anything else.
The duty of qualifying the interest lies with the sales representative. These leads have enormous potential, but they need to be nurtured. If your sales representative expects the customer to already know everything before they call, they aren’t selling; they’re merely taking orders.
Strategic setup – striking the right balance with questions
Google offers various question options, but a good rule of thumb is always to keep it simple, straightforward, useful and relevant.
The phone number is non-negotiable
That idea of ‘don’t ask for a phone number so more of them reply’ is a fatal mistake. Without a phone number, there’s no way to follow up immediately, and you’ll end up classifying the lead as ‘unqualified’ simply because you couldn’t get hold of them. Furthermore, the phone number also allows you to identify the country of origin, and block out those that are of no interest.
Initial approach
The lead form is not your shop’s customer file, but rather an initial point of contact. Ask for their name, e-mail address and phone number, and add one or two more questions at most (multiple-choice or conditional) to help you gauge their interest. Too many fields will kill your conversion rate.
How to access and manage your leads
There are two ways to pass these potential customers on to your sales team, and we’ll explain them both.
a) Manual download (CSV):
You can download the leads directly from the ‘Assets’ section in Google Ads. But be careful, as the leads are only available for a limited time (30 to 60 days, depending on the export method). If you don’t download them, you’ll lose the data forever.
This is the quickest option for those just starting, but it requires you to log into your account every day, or several times a day (depending on the volume received).
Step-by-step guide:
1. Log in to your Google Ads account;
2. In the left-hand side menu, click on “Ads & assets” and then on “Assets”;
3. You will see a table showing the various types of assets (Sitelinks, Featured snippets, etc.). Look for “Lead forms”;
4. In the forms list, you will see a column named “Leads”. If you have accumulated leads, a “Download” link will appear.
b) CRM integration:
Using webhooks or tools such as Zapier, you can ensure that your leads are immediately added to your CRM or e-mail. And, as the saying goes, time is money – a lead that is contacted straight away has a significantly higher conversion rate.
Key points to note for both methods:
1. Permissions – only users with Administrator or Standard level access to the Google Ads account can download the leads.
2. Frequency – if you opt for the manual method, make a habit of downloading the data every morning. A lead that has been waiting for 48 hours is already an ‘ice-cold’ lead.
3. Privacy – when downloading the CSV file, you are responsible for processing that data in compliance with the GDPR. Make sure the file isn’t ‘forgotten’ in the downloads folder of a public computer.
How to get the most out of it?
– Immediate follow-up – if you call the next day, the user won’t even remember clicking on the ad.
– Handling cold leads – the sales rep must understand and keep in mind that they are calling someone who has just started their journey, not someone who is already ready to buy.
Need help mastering lead forms in Google Ads?
Implementing one of these forms is easy, but setting it up to convert requires strategy and technical know-how. If you’re not sure whether this format is right for your business, or if you need help setting it up, we’re here to help:
– Bespoke consultancy – we analyse your case and work with you to determine the best lead generation strategy during one or more tailor-made, 1-on-1 consultancy sessions.
– Technical implementation – if you need the forms to be correctly implemented in your Google Ads account, with all the integrations and qualification questions, ask us to take care of it for you.
Conclusion?
Lead forms are one of the cheapest and quickest ways to convert on Google Ads and fill your sales funnel.
If you have a team, a manager or someone with a commercial mindset that knows how to handle the initial contact, this tool has the potential to scale your business in 2026.
If you expect your leads to arrive ‘pre-chewed and ready to digest’, perhaps the problem isn’t so much Google Ads, but rather your sales process.
