How do I add a lead form extension?

The Lead Form Asset (formerly Lead Form Extension) allows users to submit information (like their name, email, and phone number) directly through a form linked to your search ad, without having to navigate to your website first.This makes the lead capture process fast and frictionless.

Lead Form Assets are highly effective for businesses seeking qualified leads, such as UTDS Optimal Choice offering a software demo or consultation.

Step 1: Navigate to the Asset Creation

Log In to your Google Ads account.
Navigate to Campaigns > Assets.
Click the blue plus button and select Lead form.
Choose the Level: Select the Campaign where you want the lead form to appear.

Step 2: Define the Lead Form Content

The creation process involves two main parts: the Ad (Teaser) that appears on the search results page, and the actual Form that pops up after the user clicks.

A. The Ad (Teaser)

This is the call-to-action that encourages the user to click and open the form.

Field	Character Limit	Requirement / Best Practice
Call to action	Drop-down selection	Choose a highly relevant CTA like ‘Get quote’, ‘Apply now’, or ‘Book now’.
Extension text	30 characters	A short, compelling description (e.g., “Free Demo of Premium Software”).

B. The Lead Form

This is the form the user fills out.

Field	Requirement / Best Practice	Example (UTDS)
Headline	30 characters. Needs to be engaging.	Get Your Free Demo
Business name	25 characters. Your official company name.	UTDS Optimal Choice
Description	200 characters. Detail the offer and value.	See our AI-powered ERP system in action. Schedule a 30-min walkthrough with a UK expert today.
Questions	Select which fields to collect (Name, Email, Phone, Postcode, etc.).	Full Name, Work Email, Phone Number. (Keep it short for better completion rates).
Privacy policy URL	Required. Link to your website’s privacy page.	https://utds.io/privacy-policy
Background image	Optional.1200 x 628 pixels (1.91:1). Must be a high-quality, relevant image.	A visual of their ERP system interface.

Step 3: Configure the Submission Message

This is the thank-you screen displayed after the user submits the form.

Field	Character Limit	Requirement / Best Practice
Headline	30 characters. Thank the user.	Thanks! You’re All Set.
Description	200 characters. Describe the next steps (e.g., “A sales executive will contact you within 24 hours”).
Call-to-action (Post-submission)	Optional. Direct the user to a page on your site.	Visit website (Link to https://utds.io/).

Step 4: Choose Lead Delivery Method

This determines how you receive the leads collected by the form.

Under the ‘Lead delivery option’ section, you have two main choices:

Download Manually: Leads must be manually downloaded from the Google Ads interface every 30 days before they are deleted.
Webhooks (Recommended): Set up a connection to send lead data directly to your CRM (Customer Relationship Management) system in real-time. This requires a Webhook URL and a Key.

Step 5: Save and Compliance

Click Save. The lead form will enter Google’s review process.
Once approved, it is eligible to show with your ad.

Important Notes

30-Day Limit: Leads that are not retrieved via a Webhook must be manually downloaded every 30 days from the Lead forms page under the ‘Assets’ menu, or they are permanently deleted.
Privacy Policy: The privacy policy link is mandatory and must be easily accessible and clearly state how user data is collected and used, adhering to UK data protection standards.

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