Marketing • Google Ads • Lead Forms
Google Lead Forms
Google Lead Forms capture lead information through Google Ads. The Google Ads integration can sync submissions from enabled and mapped lead forms into the CRM as contacts, where workflows can automate follow-up.
What You'll Learn

Learn how to connect Google Ads, map and enable lead forms, automate new submissions, and test the integration.

1

What Are Google Lead Forms?

Google Lead Forms are lead capture forms associated with Google Ads. When a Google Ads account is connected, submissions from enabled and properly mapped lead forms can create contacts in the CRM.

Important: Google Lead Forms are different from Google Forms. Google Forms uses a separate integration.

2

How to Connect Google Ads

Connect the Google Ads account that contains the lead forms you want to sync.

  1. Open the appropriate sub-account.
  2. Go to Settings → Integrations.
  3. Find Google Ads and click Manage.
  4. On the integration page, click Install.
  5. Sign in with a Google account that has access to the Google Ads account.
  6. Complete the Google authorization process.
  7. Select the Google Ads account or accounts you want to connect.

After the connection is complete, the lead forms associated with the selected accounts appear with their campaign names and sync status.

Settings Integrations showing the Google Ads integration
3

How to Map and Enable a Google Lead Form

Field mapping connects information collected by the Google Lead Form to the appropriate CRM fields.

  1. Locate the lead form you want to sync.
  2. Click the Play/Edit icon for the form.
  3. Select Map Fields.
  4. Match the Google Lead Form fields to the appropriate CRM fields.
  5. Complete the mapping and activate lead syncing.
  6. Confirm the sync status shows Active.

To stop receiving leads from a form: Click the Pause icon.

Google Ads lead form mapping and sync status
4

How to Automate Google Lead Form Submissions

Use the Google Lead Form Submitted workflow trigger to start an automation when the integration receives a Google Ads lead form submission.

  1. Go to Automations → Workflows.
  2. Create a workflow or open an existing one.
  3. Add a new workflow trigger.
  4. Select Google Lead Form Submitted.
  5. Add Ad Account or Lead Form filters when needed.
  6. Add the workflow actions you want to run after the submission.
  7. Save and publish the workflow.
Workflow Builder showing the Google Lead Form Submitted trigger
5

How to Test the Connection

Use Google Ads test data to confirm that the connected lead form is sending information through the integration.

  1. Open Google Ads Manager.
  2. Open the campaign containing the connected lead form.
  3. From the campaign details, go to the Lead Form section and click Edit.
  4. Open the form linked to the campaign.
  5. Click Send Data to send a test submission.
  6. Check the CRM to confirm the expected lead was received.

Note: Google Ads may display a warning during this test. The warning can be ignored while sending the test submission.

Google Ads lead form showing the Send Data testing option
6

Frequently Asked Questions

Q: What Google account should I use to connect Google Ads?
Use a Google account that has access to the Google Ads account you want to connect. Without the required access, the ad account and its lead forms will not appear.
Q: Can I connect more than one Google Ads account?
Yes. Multiple Google Ads accounts can be connected through a Google login that has access to those accounts.
Q: When is a contact created?
A contact is created when a lead is submitted through a Google Ads lead form that is enabled and properly mapped in the integration.
Q: Why aren't my Google Lead Form submissions syncing?
Confirm that the correct Google Ads account is connected, the lead form is enabled, required fields are mapped, and the sync status shows Active.
Q: Can a Google Lead Form start a workflow?
Yes. Use the Google Lead Form Submitted trigger. You can filter the trigger by Ad Account or Lead Form when needed.
Q: Are Google Lead Forms the same as Google Forms?
No. Google Lead Forms are associated with Google Ads. Google Forms uses a separate integration.
7

Need Help?

  • The Google Ads account does not appear: Confirm the Google account used during authorization has access to the required Google Ads account.
  • A lead form is not syncing: Confirm the form is enabled, required fields are mapped, and the sync status shows Active.
  • The workflow is not starting: Confirm the workflow is published and the Google Lead Form Submitted trigger is configured for the correct Ad Account or Lead Form.
  • A test lead is missing: Send test data from the connected Google Ads lead form and confirm the expected contact appears in the CRM.
  • Still need assistance? Contact your administrator or support team with the affected Google Ads account, lead form, and sub-account details.