You can add lead forms assets to generate leads by letting people submit their information in a form directly in your ad. The leads that you receive from a campaign can be downloaded from Google Ads as a CSV, delivered to your email address, or automatically sent to your customer relationship management (CRM) system.
To integrate lead form data with your CRM, you can choose from webhook integration or using the Google Ads API. You can create a webhook integration yourself to link your lead form with your CRM or use a third-party integration provider who uses a webhook to automatically send lead form data to your CRM. You can also set up the Google Ads API to automatically send lead data into your (CRM) or use Zapier, a third-party data partner that also uses the Google Ads API instead of webhook. Learn how to Download leads.
In this article, you’ll learn best practices to integrate lead form ads with your CRM.
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Best practices
Below is a list of best practices to authorize access, configure technical webhooks, and maintain data hygiene when you integrate lead form ads with your CRM.
Set up and access
You can configure lead delivery through any of the following methods:
- Webhook: Follow the instructions to set up a webhook integration for a lead form. Refer to our developer’s guide on lead form webhook integration for more details.
- Zapier: Authorize Zapier in your Google Ads account and complete the Zap setup. The selected lead form and CRM will be pre-loaded, and new leads will be sent in near real-time. Learn how to Zapier and Google Ads.
- Google Ads API: Obtain a developer token to access the Google Ads API and export lead form data to your CRM.
- CSV download: You can manually export your data. Learn how to download leads.
- Email notifications: To get an email notification for every received lead, enter one or more email addresses under the "Notifications" section during lead form asset setup.
Data integrity and management
- Leads are only stored for 60 days, so download your leads often.
- A single lead may be delivered more than one time. Use lead_id to dedupe leads.
- Check our developer’s guide to understand how to export leads with the Google Ads API to a CRM of your choice.
Testing and validation
- Test if your CRM is set up correctly to receive the leads using the test functionality. Set up a campaign with a small budget and add the webhook URL and key. Validate that the leads are handled correctly by your CRM.
- If the setup is working correctly, you can proceed to increase your budget and create multiple campaigns and forms. If it’s not working correctly, use our developer documentation for troubleshooting or visit the support page.
