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The Google Ads Lead Form Extension

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The lead form ad extension is a new feature by Google Ads. As of April 2020, this extension is in closed beta but will hopefully be released to the public very soon. If you’re interested in trying it out, you must contact your Google rep (if you have one) or try calling Google Ads customer service. The lead form extension allows you to capture leads straight from your ads, before the user even lands on your landing page. It is primarily designed for Search but it is also available for YouTube, which is an even smaller beta test conducted by Google.

Where is it?

Once you have access (assuming the extension is still in beta), you can find it under the
Ads & extensions” tab. You can begin creating it in the same way you would create any other extension: by clicking on the “+” sign and choosing it from the list.


You can choose up to 10 questions to ask users. However, all the questions were made by Google, and custom questions are currently not allowed.

The form also has a few more fields which can be populated, including:

  • Headline
  • Description
  • Call-to-action
  • URL
  • And even a background image!

Google does require you to have a Privacy Policy URL available, or else the lead form extension can’t run.

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