When creating a lead form using Ad Manager for Google Ads, you may want to ask custom questions to better qualify your leads. However, Google enforces strict guidelines for what kinds of questions are allowed. This article explains what types of custom questions are approved, and how to avoid issues that may lead to lead form rejections.

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What types of questions are allowed?


Google only approves predefined, grammatically correct, clear, and policy-compliant questions that:

  • Belong to a supported vertical (e.g., Insurance, Auto, Education)

  • Are easy to understand

  • Do not request sensitive personal information

  • Avoid promotional or sales-heavy language

  • Use proper spelling and punctuation

If a user enters a custom question that doesn’t meet these criteria, the lead form may be rejected.

What Types of Questions Will Be Rejected?

To ensure your lead form is approved, avoid the following types of questions:

1. Grammatically Incorrect or Poorly Structured Questions

Questions that contain broken grammar, typos or unclear sentence structure are likely to be rejected.

Examples:

  • “When want you to buy?”

  • “Whats your insurence?”

  • “Are you intrested in?”

Better:

  • “When do you plan to make a purchase?”

  • “What type of insurance are you looking for?”

2. Vague or Unclear Questions

Too generic or incomplete questions can confuse users and trigger Google’s content filters.

Examples:

  • “Tell us more”

  • “Why?”

  • “Interested?”

Better:

  • “What are you looking for help with?”

  • “Why are you considering switching providers?”

3. Leading or Suggestive Questions

Questions that try to influence the user’s answer or include biased wording are restricted.

Examples:

  • “Wouldn’t you agree we offer the best service?”

  • “Don’t you think this is a great deal?”

  • “Isn’t this the offer you’ve been waiting for?”

Better:

  • “What factors matter most to you when choosing a provider?”

  • “How important is pricing when selecting a service?”

4. Sensitive Personal Information

Google prohibits collecting sensitive information that could violate privacy or data protection rules.

Examples:

  • “What’s your Social Security number?”

  • “Do you have any medical conditions?”

  • “What’s your annual income?”

Tip:
Use native form fields (e.g., Name, Email, Phone) instead. Avoid asking for sensitive or legally protected information.

5. Promotional or Sales-Oriented Language

Marketing-heavy or exaggerated language inside lead forms is discouraged.

Examples:

  • “Do you want a FREE iPhone today?”

  • “Grab this insane offer, just answer now!”

  • “Win big! Fill this form to claim your reward!”

Better:

  • “Would you like to receive more information about our current offers?”

  • “Can we contact you about available discounts?”

6. Questions with Emojis, Special Characters, or ALL CAPS

Overuse of formatting, emojis, or non-standard characters can result in form rejection.

Examples:

  • “?GRAB YOUR DEAL NOW?”

  • “WHAT’S YOUR NAME???”

  • “What’s your ? number?”

Better:

  • “What’s your phone number?”

  • “What is your full name?”

Why Does Google Enforce These Rules?

Google’s policies aim to protect users from misleading, intrusive, or unclear advertising. All custom questions must comply with:

  • Google Ads Policies

  • Local laws and advertising standards

  • Google’s formatting and grammar requirements

Violating these may not only cause form rejection but could also impact your ad performance or account status.

Best Practices

  • Review every custom question for clarity and grammar.

  • Don’t ask for personal data beyond name, email, or phone.

  • Avoid emotional language, emojis, or sales phrases.

  • Check your form in a preview before final submission.

  • If your lead form gets rejected and you're unsure why, try the following:

    • Edit or remove the custom questions.