# Google Ads lead forms

> Connect a lead form asset by webhook, test it, and route its leads.
> Source: https://www.eventsiq.io/docs/google-lead-forms


A Google Ads lead form is a form asset Google shows inside your ad, so people can send their details
without leaving Google. Google posts each lead to EventsIQ the moment it is submitted, and EventsIQ
routes it like any other.

There is nothing to sign in to. Google delivers by webhook: you paste a EventsIQ address and a key
into the lead form, and Google sends that key with every lead to prove it is really Google.

:::warning{title="Google never sends a lead twice on its own"}
Google has no way for EventsIQ to go back and fetch a lead it missed. EventsIQ stores each lead
before it answers Google, and only answers "OK" once the lead is safe, so Google retries anything
that did not land. It is still worth testing the setup before your ads go live.
:::

## What you'll need

-   A Google Ads campaign with a **lead form asset**, or permission to edit one.
-   The lead form's **asset ID**. In Google Ads, open **Assets**, click your lead form to edit it, and
    copy the number after `assetId=` in the address bar.
-   A [routing](https://www.eventsiq.io/docs/routing) to send the leads to, or you can attach one later.

## Step 1: Create the source

1. Go to **Forms** and click **New form**. Give it a name, for example `Google - solar
   cancellation`.
2. Pick **Google Ads lead form** and click through to **Where leads go**. Pick a routing and click
   **Continue**, or **Decide later** to store leads without sending them anywhere yet.
3. On **Connect and match**, fill in **Lead form ID**: the asset ID, digits only.
4. Click **Connect lead form**.

EventsIQ now shows the two values Google needs:

| Value           | What it is                                                                  |
| --------------- | --------------------------------------------------------------------------- |
| **Webhook URL** | `https://app.eventsiq.io/api/webhooks/google`. The same for every lead form |
| **Webhook key** | A secret unique to this source. Google sends it back with every lead        |

![Paste these two into Google Ads](https://www.eventsiq.io/docs-media/google-lead-forms/01-values.png "The source page's Connection tab, Paste these two into Google Ads, with the address shown and the key hidden.")

The same two values are always on the source page: open the form from the **Forms** list, then its
**Connection** tab, under **Paste these two into Google Ads**. There they are called **Address for
Google Ads** and **Key for Google Ads**. The key stays hidden until you click **Show**, and **Make a
new key** replaces it if it may have leaked.

## Step 2: Paste them into Google Ads

1. In Google Ads, open the campaign's **lead form asset** and click **Edit**.
2. Scroll to **Export leads from Google Ads**, open **Other data integration options**, and find
   **Webhook integration**.
3. Paste the **Webhook URL** and the **Key**.
4. Click **Send test data**. Google shows **Test data sent** when it reached EventsIQ.
5. **Save** the asset.

![The webhook section in Google Ads](https://www.eventsiq.io/docs-media/google-lead-forms/02-google-ads.png "Google Ads lead form edit screen, Webhook integration section with the URL and key filled in and the green Test data sent message.")

:::caution{title="One webhook per lead form"}
A Google lead form can send to one webhook only. If the box already holds another address, for
example another system's, replacing it stops that system getting leads. Check before you paste, and
make a copy of the form for testing if you need both.
:::

Back in EventsIQ, the wizard watches for the test lead for three minutes. **A lead arrived. The ID and
the key are both right.** means you are done. If it says **Nothing has arrived yet**, check that:

-   the **Lead form ID** matches the asset's `assetId`,
-   the key was pasted exactly, with nothing missing at either end,
-   the asset was saved in Google Ads.

Click **Check again** to look immediately.

## Step 3: Match up the fields

Google names its answers with fixed ids like `FULL_NAME`, `EMAIL` and `PHONE_NUMBER`, plus your own
questions. EventsIQ fills in the field map from the first lead that arrives, usually the test lead, so
most of it is done for you. Check it on **Match up the fields** and correct anything it guessed
wrong. See [Fields](https://www.eventsiq.io/docs/fields).

## Test leads are stored, not sold

Google marks its **Send test data** leads as tests. EventsIQ stores them, so you can map fields and
check delivery, but **does not route them**, so a fake lead never reaches a real destination.

To test the whole path, open the source and turn on **Route test leads**. Turn it off again before
your ads go live, or every test you send will be posted to your destinations.

:::note{title="Sending test data twice shows one lead"}
**Send test data** uses the same lead id every time, and EventsIQ stores each lead id once, because
Google may deliver a real lead more than once. A second test is answered but not stored again. To
send another test, delete the earlier test lead in [Logs](https://www.eventsiq.io/docs/logs) first.
:::

## The source page

Open the source from **Forms** to manage it. Its **Connection** tab, under **Paste these two into
Google Ads**, has:

| Control                         | What it does                                                                                       |
| ------------------------------- | -------------------------------------------------------------------------------------------------- |
| **Address for Google Ads**      | The address, with **Copy address**                                                                 |
| **Key for Google Ads**          | **Show** and **Copy key**                                                                          |
| **Route test leads**            | Off by default. On routes Google's test leads like real ones                                       |
| **Make a new key**              | For when the key may have leaked. The old key stops working the moment you confirm                 |

**Check for delivered leads**, on the **Match fields** tab, refreshes the sample leads used for
field matching.

If you make a new key, paste it into Google Ads straight away. Leads sent with the old key are
refused until you do.

## Testing without Google

You can send exactly what Google sends with `curl`. Use your form id and key, and change `lead_id`
each time:

```bash
curl -X POST "https://app.eventsiq.io/api/webhooks/google" -H "Content-Type: application/json" -d '{"lead_id":"TEST_LEAD_001","form_id":412439477634,"campaign_id":24143605090,"google_key":"YOUR_KEY","is_test":true,"gcl_id":"TEST_GCLID_001","api_version":"1.0","user_column_data":[{"column_id":"FIRST_NAME","string_value":"Test"},{"column_id":"LAST_NAME","string_value":"Lead"},{"column_id":"EMAIL","string_value":"test@example.com"},{"column_id":"PHONE_NUMBER","string_value":"+15555550100"}]}'
```

| Reply   | Meaning                                                    |
| ------- | ---------------------------------------------------------- |
| `{}`    | Stored, or already stored with that `lead_id`               |
| **403** | The key does not match this lead form                      |
| **404** | No EventsIQ source has that lead form ID                   |
| **400** | The body was not JSON, or `lead_id` or `form_id` is missing |

## What EventsIQ keeps from each lead

Besides the answers, every Google lead carries:

-   **The click id.** Google's `gcl_id` is stored as `gclid`, usable as `{{params.gclid}}` in a
    destination body. The [Google postback](https://www.eventsiq.io/docs/global-events#google-postback) uses it to report
    the sale back to Google.
-   **The campaign.** Google's `campaign_id`, ad group and creative ids. A EventsIQ
    [campaign](https://www.eventsiq.io/docs/campaigns) on this form claims that Google campaign's spend in
    [Reports](https://www.eventsiq.io/docs/reports), so you see cost and revenue together.

## Related

-   [Global events](https://www.eventsiq.io/docs/global-events): sending the sale back to Google.
-   [Fields](https://www.eventsiq.io/docs/fields): mapping Google's answers.
-   [Connections](https://www.eventsiq.io/docs/connections): connecting Google for spend and conversions.