Google Ads Lead Generation Forms

Lead generation forms are a crucial marketing tool for both B2B and B2C companies. They help businesses expand their reach by simplifying the collection of basic contact information from potential partners and clients. Companies rely on this kind of technology to remain competitive in today’s highly digital world.


Google defines lead generation forms as in-ad extensions that “generate leads to drive sales for your business, product, or service.” When an ad catches someone’s eye, lead gen form extensions allow the interested party to fill out a brief contact information form without leaving the current website. The ease of access encourages greater ad response and, as a result, creates more paying customers for the company.


Any company hoping to increase customer engagement can benefit from using Google Ads lead generation forms. B2C companies have relied on them for years, and Google’s extensions have made access to the growth-driven technology easier for B2B companies to reap the same benefits.

Lead gen form extensions are also handy for businesses that lack the ability to improve website usability. A clunky website can discourage visitors, so allowing potential customers to express interest without being directed to the website is game-changing for small businesses.


Perhaps the biggest pro of using lead gen form extensions is the ease of use. It’s much easier to attract and retain customers when they don’t have to jump through multiple hoops to express interest in a product, provide contact information, or sign up for a new service.

Installing and implementing ad extensions is just as easy as using them, meaning lead gen forms typically provide a notable return on investment. These forms can put startups and unestablished businesses on the radar even when they lack the resources to do so themselves.


Despite their user-friendly interface, lead gen form extensions make it more difficult for companies to track attribution and share leads because lead gen forms do not increase traffic to the company’s website. While convenient, this increases the challenges that accompany customer relationship management.

Additionally, not everyone qualifies for lead gen form extension access. Google requires that companies spend at least $50,000 on Google Ads before being eligible for the service.


In addition to the monetary requirement for Google Ads lead generation form extensions, qualifying customers must have the following:

  • A privacy policy with Google
  • A history of compliance with Google policies
  • An eligible Google Ads account

Ineligible accounts include sensitive verticals or sub-verticals, such as sexual or explicit content.


Businesses must have an account with Google Ads to take advantage of extensions, so step one is to create a new account or locate the existing one. On the campaign page, click “Ads & extensions,” then “Extensions,” and finally “Lead form extension.” Click the plus sign to create a new extension.

Complete the form by providing a headline, business name, and description. Next, include preferred user information fields in the form. Consider adding qualifying questions, too, to increase the quality of information users provide. Qualifiers may include information related to business, insurance, transportation, demographics, and work history.

Finally, businesses must decide on a message to send to users once they’ve submitted their forms. This is usually a simple statement, such as, “We will contact you as soon as possible.” Be sure to include the company’s privacy policy at the end of the form, and if necessary, provide a background photo for the page.


How a company chooses to optimize lead gen form extensions depends on its goals. If sheer customer quantity is the priority, focus on lead volume optimization, which will attract a greater number of users even if those users aren’t highly qualified. If your business prefers quality over quantity, opt for lead qualification optimization. This route is more expensive but yields a smaller and more cost-reliable pool of new users.


Although time-consuming, manually downloading the lead information generated by Google Ads extensions is cheap and easy. However, many people choose to create a Webhook integration tool that will push lead information to the customer relationship management team.

Alternatively, Google recommends using Zapier, an affordable third-party integration tool. Like Webhook, it requires more work upfront but ultimately saves time on manual integration.

The Bottom Line

Google Ads lead generation form extensions, which provide vital information from potential customers, can increase leads with minimal time and effort. For more information on how to use this tool to grow your business, contact our specialists at ScaledOn to let us walk you through the steps toward creating a better system for generating user leads.