The Google lead form — straight to an agent
The lead form in your ad sends every lead to the agency’s system — with the campaign, ad and click. And your site tells Google Ads who called, asked for directions or sent an enquiry.
Try the path of one Google lead
A demo with made-up people: the form in the ad, the enquiry in the system and the conversions Google Ads sees from your site.
- No access to your account
The form sends the lead to the agency’s address with a key you generate in the system. The system never logs in to your ad account.
- A conversion on action
Calls, directions and enquiries count on the click — and only after cookie consent.
- One lead, one enquiry
If something fails, Google sends the lead again. A repeat never becomes a second enquiry.
The lead and the conversions from one place
Lead forms in your ads
The form lead arrives as an enquiry with “Google Ads” and the campaign number in its subject, and goes to routing.
Conversions from your site
Labels for calls, directions and enquiries — Google Ads learns which ads bring actions, not just clicks.
Enhanced conversions
On an enquiry the email, phone and name go to Google — the tag itself hashes them in the browser. The phone goes with the country code the agency sets.
The click stays with the lead
The ad click (gclid) is kept with the enquiry, and in “Traffic sources” it shows as paid Google — with its campaign and ad.
Three steps and the form delivers
The key, from the system
In Integrations › Google Ads you generate a key. The address where the system receives leads is there too.
Address and key, in the form
Google Ads › Assets › Lead forms → your form → Lead delivery › Webhook integration. Paste the address and the key.
A test lead
“Send test data” — “[TEST] Google Ads” appears in your enquiries. For conversions from the site, add the Conversion ID and labels.
Google Ads at a glance
- Connection
- A webhook from the ad’s lead form, with a key from the system
- Conversions
- Conversion ID and labels: call, directions, enquiry
- Consent
- Google’s tags load only after consent (Consent Mode v2)
- Lead stages
- Through Google Analytics 4 — from there you can import them into Google Ads
- Spend
- Not pulled for now — they stay in Google Ads
Ad and lead form terms belong to Google and may change.
Frequently asked about Google Ads
Do we have to give access to our ad account?
No. The form sends the lead to the agency’s address with a key you generate in the system. For conversions from your site you only need the Conversion ID and labels from Google Ads.
Who gets the form lead?
Like any enquiry — to routing, so an agent takes it. The subject shows “Google Ads” and the campaign number, and the answers to extra questions are in the text.
When does a site conversion count?
When a visitor taps the phone, opens directions in Google Maps or sends an enquiry — and only if they accepted cookies. A label you leave empty isn’t counted.
Is Google Ads spend pulled in?
Not for now. Spend and cost per lead per ad come from Meta, LinkedIn and ChatGPT ads. For Google you see enquiries with their campaign and ad, and lead stages go to Google Analytics 4.
Does a lead without a phone or email come in?
No. An enquiry with no way to reach the person isn’t saved — a line stays in the system log so you can see it.
More from advertising — in one system
MailjetEmail campaigns and newsletters go out via the agency’s Mailjet, and bounces and unsubscribes drop off by themselves.Google Analytics 4 and Search ConsoleVisits and lead stages in GA4 — and which searches find you on Google.The Google lead, with an agent in minutes
In the demo we send a test lead from the form and watch which agent takes it.
