Short answer
A Google Ads lead form is an asset that lets people send you their contact details through a form added to your Search or Performance Max campaign. The form needs a headline of up to 30 characters, a call-to-action type from Google's list, a call-to-action description of up to 30 characters and a link to your privacy policy. Google Ads stores the leads for 60 days.
How to use the Google Ads Lead Form Copy Generator
- Enter your business, what people get after they submit, and who the form is for.
- List what you need to know to qualify a lead, choose a call-to-action type and add your privacy policy URL.
- Review the headline, business name, description, call-to-action description and up to 5 qualifying questions, each checked against its limit.
- Adjust the submission message so it says what happens next, and work through the follow-up checklist.
- Copy the text and paste each field into a lead form asset in Google Ads.
What are the fields in a Google Ads lead form?
A lead form asset has a short list of fields. Google publishes some limits; where it does not, the table shows the target this generator uses.
| Field | Limit or rule | Where it comes from |
|---|---|---|
| Headline | 30 characters | Google's lead form best practices |
| Business name | 25 characters | Our target |
| Description | About 200 characters | Our target |
| Call-to-action type | One of 14 types from Google's list | Google Ads API |
| Call-to-action description | 30 characters | Google's lead form best practices |
| Contact questions | At least one, such as name, email or phone number | Google's setup guide |
| Qualifying questions | Up to 5 per form; custom multiple-choice questions take 2 to 12 answers | Google Ads API |
| Submission message | A headline and a description | Google's setup guide |
| Privacy policy URL | Required | Google's setup guide |
| Background image | Exactly 1200 x 628 pixels | Google Ads API |
The 14 call-to-action types in Google's API list are Learn more, Get quote, Apply now, Sign up, Contact us, Subscribe, Download, Book now, Get offer, Register, Get info, Request a demo, Join now and Get started.
Who can use lead form assets?
Google lets you add lead forms to Search and Performance Max campaigns. The campaign should use a conversion-focused bid strategy and must be optimized toward a Google lead form conversion goal. Responsive search ads can serve with a lead form; expanded text ads cannot.
The account also has to meet Google's lead form requirements: a good history of policy compliance, an eligible vertical (sensitive verticals are not eligible) and a privacy policy for your business.
Lead forms in Video or Display campaigns, and Search ads whose headline opens straight to the form, need more: over $50,000 USD total spend in Google Ads, or, for reputable advertisers, over $1,000 USD in the account or $15,000 USD across all accounts, subject to further verification. The advertiser must also complete advertiser verification.
How do you write lead form copy that qualifies leads?
Google's best practices split the work: the 30-character headline should catch attention, and the description can explain the offer. The generator drafts each field with Claude, Anthropic's AI model, checks it against the limits above, and follows the same split:
- Headline: name what people get. "Get Your Roof Repair Quote" (26 characters) beats "Contact Us Today".
- Description: say what happens after they submit, who the offer is for and any limits, such as the area you cover.
- Call to action: pick the type that matches the next step, such as Get quote for estimates or Book now for appointments. Then use the 30-character call-to-action description for the value, for example "Your price before work starts".
- Qualifying questions: Google says qualifying response questions are required and can't be marked optional, so each one adds effort. Ask only what changes your next step, such as the service needed, timing or budget.
- Question types: you can pick a multiple-choice question from Google's list or suggest your own, and conditional answers let the options in the next question change based on an earlier answer.
- Submission message: say what happens next and when you will be in touch, then make sure it happens.
Lead form mistakes to avoid
- Letting leads expire. Google Ads stores leads for 60 days, and a manual download only covers the last 30 days. Download often and call back fast.
- A privacy policy link that goes nowhere. The URL is required, so point it at a live page that explains how you use the details people send.
- Asking too much. Up to 5 qualifying questions are allowed, but every one is required for the person filling in the form.
- Promising more than you deliver. If the headline offers a free quote, the follow-up must include one.
- A background image at the wrong size. The API requires exactly 1200 x 628 pixels, and the Google Ads Image Resizer has a lead form preset.
For people who click through to your site instead, the Landing Page Copy Generator writes the matching page, and the Google Ads Copy Generator writes the ad itself.
Sources
- About lead form assets (Google Ads Help)
- Create lead form assets (Google Ads Help)
- Best practices for lead form assets (Google Ads Help)
- About qualifying responses in lead forms (Google Ads Help)
- About conditional answers in lead form ads (Google Ads Help)
- Lead form requirements (Google Advertising Policies Help)
- Google Ads API asset definitions (googleapis on GitHub)
- Lead form call-to-action types (googleapis on GitHub)
Updated 2 October 2026 by the Paid Pilot team. Google Ads is a trademark of Google LLC; Paid Pilot is an independent agency.