{"id":9106,"date":"2026-10-19T11:28:37","date_gmt":"2026-10-19T08:28:37","guid":{"rendered":"https:\/\/ivitskiy.com\/blog\/?p=9106"},"modified":"2026-10-19T11:28:37","modified_gmt":"2026-10-19T08:28:37","slug":"google-ads-lead-form-webhook","status":"publish","type":"post","link":"https:\/\/ivitskiy.com\/blog\/en\/google-ads-lead-form-webhook\/","title":{"rendered":"Google Ads lead form webhook: send leads to your CRM"},"content":{"rendered":"\n
In short:<\/strong> A webhook sends each lead to your CRM the moment the form is submitted, and it needs only a URL and a key. Before you rely on it, click Send test data and find the test lead in your CRM. Once a week, check the leads of this form in the CSV against your CRM.<\/div>\n\n\n\n

The leads from a Google Ads lead form sit in the account, but not for long. Google Ads stores them for 60 days, and the CSV download covers only the last 30. If you check for leads less often than every 30 days, the oldest ones will not make it into the file, and after 60 days they are gone from the account.<\/p>\n\n\n\n

The automatic way is a webhook. You give the lead form a URL and a key, and the moment someone submits the form, Google Ads sends the data to that URL, straight into your CRM. It is two fields in the form settings, but you should treat it as finished only after a test lead. How lead forms work in general is covered in the guide to Google Ads lead forms<\/a>. This article is only about the route from the form to your CRM.<\/p>\n\n\n\n

Where lead form leads live and how long they are kept<\/h2>\n\n\n\n

To download leads by hand, go to Assets within the Campaigns menu, select the Lead form summary card, and under the lead form asset select CSV or CSV for CRM. The second file uses short field names in the column headers instead of the full questions, so it is easier to import into a CRM. Leads from a removed form can be downloaded too: add a filter for Status \u201cRemoved\u201d in the asset list and select the same CSV. There is also email: under Notifications, while you set up the form asset, add one or more addresses and you get an email for every lead.<\/p>\n\n\n\n

In the accounts I audit, it happens that the form collects leads and nobody in the CRM ever saw them, because nothing was connected to the form. So the first thing I check is not the webhook but whether anyone receives these leads at all.<\/p>\n\n\n\n

Three ways to collect the leads<\/h2>\n\n\n\n

There are three: a file, an email and a webhook. The difference is how long a lead waits before someone notices it.<\/p>\n\n\n\n

\n
Way to collect leads<\/th>How fast<\/th>Risk of losing a lead<\/th><\/tr><\/thead>
CSV file by hand<\/td>When you open the account and download the file<\/td>The file covers only the last 30 days, while Google Ads keeps leads for 60. If you skip more than 30 days, the oldest leads will not be in the file<\/td><\/tr>\n
Email for every lead<\/td>When you read the email<\/td>An email is easy to lose among others. The lead does not reach the CRM by itself, so someone has to copy it over<\/td><\/tr>\n
Webhook<\/td>A request goes to your URL when the form is submitted<\/td>The URL or key is wrong, and no data goes out. Or your CRM does not answer HTTP 200 (the code that says it accepted the lead): Google shows an error even though the lead may already be in the CRM, so look in the CRM, not only at the status. You test the connection for this reason<\/td><\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n

A third-party provider, for example HubSpot, can also create the webhook and apply it to your form, though a paid subscription may be required. Zapier uses the Google Ads API instead of a webhook, and developers can connect to that API directly. That is a separate export, not a webhook: the API retrieves up to 60 days of leads. The goal is the same in every case: the lead lands in your CRM without anyone touching it.<\/p>\n\n\n\n

How a webhook works: the URL and the key<\/h2>\n\n\n\n

A webhook starts with a URL that you give to Google. When someone submits the lead form, an HTTP POST request with the lead data goes to that URL, and the data lands in your CRM directly. The webhook key is used to validate the leads that are sent.<\/p>\n\n\n\n

The URL and the key come from the side that receives the leads: your CRM, a connector service or a developer. How to build that side is described in the Google developer guide for the lead form webhook<\/a>. The form questions arrive in the webhook under column IDs, and the mapping to the questions is described in the field description section of that guide. If the form has qualifying responses (they work only in Search campaigns), the lead data in the webhook also carries a lead stage.<\/p>\n\n\n\n

I do not write instructions for one particular CRM: interfaces change, and the order stays the same. URL, key, test.<\/p>\n\n\n\n

Connecting the webhook: steps<\/h2>\n\n\n\n

Here is what to do in your own Google Ads account when the form already exists. The steps come from the Google Ads Help page on the webhook<\/a>.<\/p>\n\n\n\n

    \n
  1. Get the URL and the key from your CRM or from your connector service.<\/li>\n
  2. Go to Assets within the Campaigns menu.<\/li>\n
  3. From the list above the table toolbar, select Lead form.<\/li>\n
  4. Hover over the lead form and select the pencil icon.<\/li>\n
  5. Expand \u201cExport leads from Google Ads\u201d, then expand \u201cOther data integration options\u201d.<\/li>\n
  6. Under \u201cWebhook integration (optional)\u201d, add the webhook URL and key.<\/li>\n
  7. Select Send test data and check whether the test lead shows up in your CRM.<\/li>\n
  8. Select Save.<\/li>\n<\/ol>\n\n\n\n

    Creating a new form? The same section is in the lead form editor when you start a campaign with Leads as the goal.<\/p>\n\n\n\n

    Test with test data and what to do if a lead does not arrive<\/h2>\n\n\n\n

    The Send test data button checks delivery. Look in the CRM: did the lead arrive, did the name and phone number land in the right fields, and did the person who has to call back find out about it. After you add a webhook, Google shows one of these states.<\/p>\n\n\n\n

    \n
    State<\/th>What it means<\/th>What to check (my practical step)<\/th><\/tr><\/thead>
    Error state A<\/td>The form was saved without sending test data<\/td>Select Send test data<\/td><\/tr>\n
    Error state B<\/td>The data was not sent<\/td>Whether the URL and key were entered correctly<\/td><\/tr>\n
    Error state C<\/td>Data sent without Google receiving a response<\/td>Whether your receiving end answers the request<\/td><\/tr>\n
    Error state D<\/td>Data sent, but Google receives an incorrect response (different from \u201cHTTP 200\u201d)<\/td>That your receiving end answers HTTP 200 when it accepts a lead<\/td><\/tr>\n
    Success state<\/td>Data sent, and Google receives a correct response<\/td>Whether the lead reached the CRM complete<\/td><\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n

    Google suggests this order: set up a campaign with a small budget, add the webhook URL and key, and validate that your CRM handles the leads correctly. If it works, increase the budget and create more campaigns and forms. If it does not, use the developer documentation or contact support.<\/p>\n\n\n\n

    Once a week, check the leads of this form, not the grand total: is every lead from the CSV for the last 30 days also in the CRM? Match them by the lead_id field, or by phone number and time if the file has no lead_id. A single lead may be delivered more than once, so do not count a repeated lead_id as a loss. Do not compare the file with the total number of records in the CRM, because the CRM also holds website leads, calls and other forms. A loss is a lead that is in the file but not in the CRM. It is still in Google Ads, and you can import the \u201cCSV for CRM\u201d file into your system by hand.<\/p>\n\n\n\n

    Why speed of response matters<\/h2>\n\n\n\n

    The real cost of downloading by hand is not your time but the delay before anyone replies. A person who left a phone number in a form right inside the ad often never saw your website and did not choose you from a list. In my view, that lead goes cold faster than a lead from your site. A webhook lets you call back while the person still remembers where they left the number.<\/p>\n\n\n\n

    For an outside benchmark, there is a 2026 survey of US service businesses by Blazeo, a company that sells conversational AI. By the companies\u2019 own answers, 74% do not respond to a new lead within five minutes<\/a>. Among those who respond in more than an hour, 81.2% say they lose leads<\/a>. Among those who respond within 15 minutes, 46.6% say so. This is how companies rate themselves, not measured sales. The two seem to go together, but numbers like these do not prove the cause.<\/p>\n\n\n\n

    Once leads reach your CRM, you can also tell Google Ads which of them became customers. That is done through offline conversions<\/a>, as a separate step.<\/p>\n\n\n\n

    When this does not apply<\/h2>\n\n\n\n

    Your CRM cannot accept webhooks and you have no developer. Then you collect leads by email and file, or through a third-party service that creates the webhook for you. A paid subscription may be required for that.<\/p>\n\n\n\n

    The leads are fake. A webhook will deliver spam to your CRM quickly, too. How to filter it out is covered in the guide to spam leads in Google Ads<\/a>.<\/p>\n\n\n\n

    The lead arrives and nobody sees it. If a new lead in the CRM creates no task or notification for a person, fast delivery gives you nothing.<\/p>\n\n\n\n

    Lead forms are not open to everyone. You need a good history of policy compliance, a privacy policy, an eligible vertical and a supported country. For a Display campaign, and for a Search campaign where the ad headline opens the form straight away, the bar is higher: you need advertiser verification and spend of more than $1,000 USD per account (or more than $15,000 USD across all accounts).<\/p>\n\n\n\n

    I put the way I set this up in live accounts into a short e-book for business owners.<\/p>\n\n\n\n\n\n

    Questions and answers<\/h2>\n\n\n\n

    How long does Google keep lead form leads?<\/h3>\n\n\n\n

    For 60 days. The CSV covers only the last 30, so do not put the download off. The details are in the Help page about lead form assets<\/a>.<\/p>\n\n\n\n

    Can I add a webhook to a form that is already running?<\/h3>\n\n\n\n

    Yes. Go to Assets, select Lead form, select the pencil icon on the form, and add the URL and key in the webhook section.<\/p>\n\n\n\n

    I see conversions but no leads. What now?<\/h3>\n\n\n\n

    The CSV file stays empty until your first lead arrives. If you see conversions but no leads, segment your data by conversion action to find where they really come from. This is described in the Help page on how to download leads<\/a>.<\/p>\n\n\n\n

    Why can I not see the download buttons?<\/h3>\n\n\n\n

    To download leads you need \u201cStandard\u201d or \u201cAdmin\u201d access. If you sign in through a manager account, that is not enough: you can download a client account\u2019s leads only if the client account has given you ownership. Check which access level you signed in with.<\/p>\n\n","protected":false},"excerpt":{"rendered":"

    Google Ads keeps lead form leads for 60 days. Here is how to connect a webhook to your CRM and test that every new lead really arrives.<\/p>\n","protected":false},"author":0,"featured_media":9108,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[152],"tags":[],"class_list":["post-9106","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads-setup","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"yoast_head":"\nLead Form Webhook: Get Google Ads Leads Into Your CRM<\/title>\n<meta name=\"description\" content=\"Google Ads keeps lead form leads for 60 days. 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