Lead Form Asset Builder: plan and check a Google Ads lead form
Plan a Google Ads lead form: preview, character counts, question and policy checks, and build steps.
- Free to use
- Runs in your browser
- No sign-up
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Fill in the form text and questions, or try the example: a coaching centre in Indore.
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About the Lead Form Asset Builder
Enter your business name, headline, description, call to action, the contact details and questions you want to ask, your privacy policy link, the thank-you message and how leads will reach you. You get a preview of the form, character counts against Google's limits, checks against Google's lead form rules (privacy policy, businesses that cannot use lead forms, qualifying questions, phone verification, one integration per form), our suggestions on how many questions to ask, the steps to build it in Google Ads and a summary to copy. It runs in your browser, and a background image you pick is only read on your device.
How it works
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Step 1
Pick Search or Performance Max and what you advertise, then write the business name, headline, description and call to action, or press "Try an example".
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Step 2
Tick the contact details, write your own questions with their answers (star the answers that mark a good lead), and add the image, privacy policy link, thank-you message and how leads reach you.
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Step 3
Fix what the checks flag, compare the preview, then build the form in Google Ads with the steps shown and copy the summary for your team.
What a lead form asset is
A lead form lets people send their details from your ad without visiting your website. You can add it to Search and Performance Max campaigns with the Leads goal, one form per campaign. Google asks for a privacy policy link, which shows at the end of the form, and a good history of policy compliance. Lead forms are not allowed for adult, alcohol, gambling, healthcare or political content, and Google may refuse affiliate networks and lead sellers.
Questions, quality and volume
Google's lead form guide allows up to 10 questions, picked from a list of questions grouped by industry; if none fits you can suggest your own, which Google reviews. In Search campaigns you can mark the answers that make a lead qualified, and those questions cannot be optional. The "More volume" setting uses fewer steps and "More qualified" uses more. Leads can be downloaded for the last 30 days, so Google recommends a webhook or Zapier for quick follow-up.
What this tool cannot do
It does not sign in to Google Ads and cannot create the form, submit it for review or see your leads. The preview is a sketch: Google draws the real form. We found no published limits for the business name, call-to-action description and submission message, so those maximums are our suggestions. The number of questions to ask and how fast to call back are our suggestions too, and Google's review decides whether a form runs.
Frequently asked questions
How long can a Google Ads lead form headline and description be?
Google's lead form guide gives the headline 30 characters and the description 200 characters. Use the headline for the offer, such as "Book a free demo class", and the description for what people get and what happens after they send the form.
Can I use a lead form for a clinic or hospital?
No. Google's lead form requirements do not allow ads for healthcare-related content, and the same goes for adult, alcohol, gambling and political content. Use a form on your own website instead, count it as a conversion, and add call assets so people can call you from the ad.
Can I write my own questions in a Google Ads lead form?
You pick questions from Google's list, grouped by industry. If none fits, you can suggest your own; Google reviews it, and suggested questions are usually added within 1 or 2 business days. Qualifying questions, where you mark the answers that make a good lead, work in Search campaigns and cannot be optional.
How do I get the leads from a Google Ads lead form?
You can download them as a CSV file from Google Ads, get email notifications, or send them to your CRM with a webhook, a partner such as HubSpot or Salesforce, or Zapier. Each form takes one data integration. You can only download leads from the last 30 days, so connect an integration or download often.
Should I pick "More volume" or "More qualified"?
Google says "More volume", the default, uses fewer steps and may bring more leads, some of them less interested; "More qualified" adds steps and usually brings fewer, more interested leads. You can change it at any time. Our suggestion: start with the one that matches how many calls your team can make, and compare the share of leads that become customers.
Related reading
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