By: Jyll Saskin Gales, Google Ads Coach

Lead form assets in Google Ads, formerly known as lead form extensions, are a powerful way to capture user information directly within your ads. But how do you actually access the data that people submit through those forms?

This is important because those leads are valuable potential customers. Efficiently accessing and managing your leads is crucial for timely follow-up and maximizing your conversion rates.

In this post, we'll explore three ways to get your hands on those valuable lead form submissions:

• Automated CRM Integration
• Google Ads API
• CSV Download from Google Ads

1. Automated CRM Integration

For seamless lead management, connect your Google Ads account directly to your CRM (Customer Relationship Management) system. Tools like Zapier can automate this process, ensuring that every lead submitted through your Google Ads lead form assets is automatically sent to your CRM.

Benefits of CRM Integration:

• Real-time Lead Capture: No delays in accessing your leads, allowing for immediate follow-up.
• Streamlined Workflow: Leads are automatically added to your CRM, eliminating manual data entry and reducing errors.
• Enhanced Lead Nurturing: Integrate leads directly into your email marketing or other automated campaigns for efficient nurturing.

2. Google Ads API

For developers or businesses with more technical expertise, the Google Ads API offers a robust solution to access lead form data automatically. This allows you to build custom integrations and automate various tasks related to lead management.

Benefits of using the Google Ads API:

• Custom Integrations: Tailor your lead handling process to your specific needs and workflows.
• Automated Responses: Set up automated email or SMS responses to acknowledge lead submissions and provide instant feedback.
• Advanced Data Analysis: Integrate lead data with other systems for comprehensive analysis and reporting.

3. CSV Download from Google Ads

The simplest way to access your lead form data is by downloading a CSV file directly from the Google Ads interface. If options 1 and 2 made you go, "Huh? Connect my what now?" then this is the solution for you.

In your Google Ads account, on the lead-hand side, choose Assets > Assets to see all Assets (formerly known as Extensions) in your account. Choose Lead form, and you'll see a list of your lead forms. Select the form you want, then click the download button to export the data as a CSV file.

Benefits of CSV download:

• Easy Access: No need for third-party tools or API knowledge.
• Manual Control: Download lead data on demand and manage it according to your preferences.
• Offline Accessibility: Work with your lead data offline in your preferred spreadsheet software.

Choose the Best Method for Your Needs

The best way to access your Google Ads lead form submissions depends on your technical capabilities, workflow preferences, and the volume of leads you generate.

For seamless automation and real-time access, CRM integration is ideal. For custom solutions and advanced automation, the Google Ads API offers flexibility. And for simple, manual access, the CSV download option is readily available.

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