Documentation
Google Ads Lead Forms Setup Guide
Import leads from your Google Ads lead form assets directly into LeadMachine in real time. When someone submits one of your Google Ads lead forms, Google sends it to LeadMachine, which creates a scored lead and starts a deal in your Paid Acquisition pipeline automatically.
> This is lead capture from Google Ads lead forms. It is separate from Google Ads conversion/GCLID tracking (see the Google Ads guide) and from AdMachine ad management.
Prerequisites
- Active LeadMachine account with Admin or SuperAdmin access
- A Google Ads account with a lead form asset (lead form extension) on a campaign
Step 1: Get Your Webhook Details from LeadMachine
- Log in to LeadMachine
- Click your profile in the top-right navbar and select Integrations
- Open the Google Ads Lead Forms card
- Copy the Webhook URL shown in the card
- Click Generate New Key, then copy the Webhook Key that appears
- (Optional) Choose a Default Tag for Leads to auto-apply to every imported lead
- Make sure Enable Google Ads Lead Forms is checked, then click Save Settings
> Keep the Webhook Key private. Regenerating it stops the old key from working, so you'd need to update it in Google Ads.
Step 2: Add the Webhook in Google Ads
- In Google Ads, open the lead form asset on your campaign (or create one)
- In the lead form's delivery settings, find the Webhook integration section
- Paste the Webhook URL from LeadMachine into the Webhook URL field
- Paste the Webhook Key from LeadMachine into the Key field
- Save
Step 3: Send Test Data
In Google Ads, use the lead form's Send test data button. Within seconds a lead should appear in LeadMachine, flagged as a test lead in its notes. Once you've confirmed it works, your live lead form submissions will flow in automatically.
What Gets Captured
Google sends the fields the lead form collected. LeadMachine maps them:
| Google field | LeadMachine |
| -------------- | ------------- |
| Full Name / First & Last Name | Lead name |
| Email contact | |
| Phone Number | Phone contact |
| Company Name | Company |
| Job Title | Title |
| Street / City / State / Postal Code | Address |
Each imported lead:
- Is recorded with source Google Ads
- Gets your Default Tag (if you set one)
- Includes a note with the Form ID, Campaign ID, Ad Group ID, and GCLID for attribution
- Is assigned to your company's fallback lead owner
- Automatically starts a deal in the Paid Acquisition pipeline for closed-loop reporting
Duplicate handling: the same Google submission is never imported twice, and if a lead with the same email already exists, LeadMachine updates it instead of creating a duplicate.
Troubleshooting
Test data doesn't arrive
- "Integration not configured" / 401: you haven't generated a Webhook Key yet, or the key in Google Ads doesn't match. Generate a key in LeadMachine and paste the exact value into Google Ads.
- "Integration is disabled" / 403: the Enable Google Ads Lead Forms toggle is off. Turn it on and Save Settings. (Generating a key turns it on automatically; it can be turned off later.)
- Nothing happens at all: confirm the Webhook URL was pasted exactly, including the
?company_id=...at the end.
A lead arrived without an email
If Google sends an invalid email, the lead is still created but without an email contact. Check the lead form's field configuration in Google Ads.
I regenerated the key and leads stopped
Regenerating replaces the key immediately. Paste the new Webhook Key into your Google Ads lead form settings.
Getting Help
- Email: [email protected]
- Include your Google Ads campaign name and whether Send test data succeeded
Last Updated: August 2026