Get more leads with less effort: a guide to lead form assets

What are lead form assets?

Lead form assets simplify the process of gathering customer details. When a user clicks on a call-to-action button in your Search ad, a form appears directly within the ad, allowing them to quickly and easily provide their information. This is particularly convenient on mobile devices, the most popular way to access the internet.

For example, an insurance company’s ad might appear when someone searches for “car insurance”, inviting them to “Get a quote”. The user can then fill in their details without leaving the search results page.

Setting up a lead form asset is simple. In your Google Ads account, navigate to the asset library and click on the blue plus icon. Here, you can create a lead form asset by entering your business name, a call to action, and a brief description of your product or service. You can then choose up to 10 questions to ask users, including their name, contact information, and other details relevant to your industry.

How can lead form assets benefit your business?

Asking potential customers to fill out a form can be an effective way to get them to engage with your brand or business. By understanding their needs, you can demonstrate the value of your products or services through a personalised response.

Lead form assets adhere to the standard Google Ads policies to ensure your customers have the best experience. They offer a streamlined way to collect user information without requiring them to navigate to a separate landing page, which is particularly beneficial on mobile devices.

This valuable information can be used in several key ways:

• Generate leads and drive sales: By capturing contact information, you can directly reach out to interested prospects and nurture them towards purchasing your product or service.
• Boost conversions: Lead form assets help you identify high-intent users who are actively seeking solutions related to your offerings, making them more likely to convert into paying customers.
• Expand your audience and streamline operations: Google Ads automatically creates audience lists based on users who submit lead forms, saving you time and effort by eliminating the need to manually re-upload data.

5 tips for getting the most out of lead form assets

1. Craft compelling ad text: The headline and description in your lead form asset are your first chance to make a strong impression. Your 30-character headline should instantly capture attention and communicate your unique value proposition. Use the 200-character description to elaborate on your offer and include a strong call to action.
2. Choose relevant lead form questions: Google Ads provides a set of pre-defined questions for lead form assets, organised by industry categories. Select the questions that align with your campaign goals and target audience. While you can’t create fully custom questions, choosing the right ones will help you gather essential information and qualify your leads more effectively.
3. Include a clear call-to-action (CTA): Your CTA should prompt users to take action. Use action-oriented language such as “Get your free quote now” or “Sign up today”. Make your offer personal by addressing the user directly, including words such as “you” and mentioning your product or brand. By crafting a compelling CTA, you can significantly increase the number of users who click on your ad and ultimately submit their information.
4. Streamline lead management with webhooks: Rather than manually downloading new lead information, set up a webhook integration to save time and gain rapid insights. This automatically sends lead information directly to your CRM software, allowing you to follow up promptly and effectively.
5. Track and optimise with data-driven attribution (DDA): While lead form assets provide a direct conversion point within your ads, DDA models in Google Ads can help you analyse the broader customer journey, including interactions on your landing page after users click on your ads. By understanding which ads, keywords, and campaigns are most effective at driving both lead form submissions and landing page conversions, you can optimise your entire marketing funnel for maximum results.

As people increasingly go online to search for information, offering them a frictionless browsing experience is more important than ever — especially when they’re sharing their information with you. Lead form assets speed up and simplify the lead generation process, delivering a better customer experience and valuable leads you can act on.