If you run Google's Lead Form Extensions — the form that opens directly under a search or YouTube ad, without sending anyone to a landing page — those submissions sit in Google Ads' own lead download report unless you connect a webhook to receive them automatically. In Claudphic Ads CRM, that's done from Integrations → Webhooks → Inbound adapters → Google Lead Form Extensions, and it's the simplest of the two native ad-platform webhooks to set up — one shared key, no signature handshake.
The quickest route: let the CRM do it
If you have connected your Google Ads account under Integrations → Google Lead Ads, you can skip this entire guide. Select your account, find the lead form in the list, and press Connect — the CRM writes the webhook URL and key straight into the form inside your Google Ads account. Nothing else about the form is changed.
The manual steps below are for anyone who has not connected Google Ads, or who prefers to set the webhook themselves.
Step 1: Copy your key from the CRM
Go to Integrations → Webhooks → Inbound adapters and press Set up on the Google Lead Form Extensions row. The Verify token field is already filled in with 32 random characters, with a Copy button beside it. Do not replace it with something of your own.
This is the shared secret Google sends back with every submission, and it is also how the CRM works out which account a submission belongs to — the webhook URL carries no company name. Generated keys cannot collide between two customers; typed ones could. Set Status to Active and save.
Step 2: Connect it inside Google Ads
In Google Ads, open the campaign running your Lead Form Extension, go to Assets → Lead form → Webhook (this option only appears once a lead form asset is attached to the campaign), and enter:
- Webhook URL:
https://claudphicads.com/api/v1/webhooks/google-lead-form— the same for every account, with no workspace slug in it. Your key is what identifies you. The exact URL is also shown on the settings screen, so copy it from there rather than retyping it. - Webhook key: the verify token you copied in Step 1.
Google Ads has a built-in Test lead button on this same screen — use it before you publish anything to real traffic. It sends a sample payload immediately, which is the fastest way to confirm the URL and key are both correct without waiting for a genuine ad click.
What gets mapped automatically, and what doesn't
Google's lead forms let you choose which questions to ask, and the webhook payload identifies most standard ones by a fixed code rather than your custom label. The CRM already recognises the three most common ones on arrival — full name, email address, and phone number — and maps them straight onto the lead record. Any other question you've added to the form (budget range, preferred contact time, location, and so on) arrives too, but with no fixed code to match against, so it's saved as a custom field instead, named after whatever you called the question in Google Ads.
If you want those extra answers to appear as their own labelled fields on the lead detail page rather than buried in the raw submission data, create matching custom fields in the CRM first — see adding custom fields to your leads. A custom field the CRM doesn't already know about is still saved, just without a clean label.
Click data comes through automatically too
Every Lead Form Extension submission carries Google's own click and campaign identifiers, and the CRM captures them the same way it captures a gclid from a landing page click — so a lead that arrives through this webhook is just as reportable back to Google Ads as one that filled out a form on your website. That reporting step is separate, though: see mapping conversion actions to pipeline stages to make sure a lead that closes actually reports back.
Why there's no separate signing secret here, unlike Meta's webhook: Google Lead Form Extensions authenticate with a single shared key sent in the request body, not a cryptographic signature over the whole payload. It's a simpler scheme by design on Google's side — treat the key with the same care as a password regardless, since anyone who has it could submit fake leads into your pipeline.
If submissions aren't arriving
Check Google Ads' own delivery status first — under the same Webhook screen, Google shows whether its last few delivery attempts succeeded or failed, which is faster than guessing from the CRM side. A failure there almost always means a mismatched key (retype it rather than assume a copy-paste worked) or the workspace slug in the URL not matching your actual CRM address. If Google shows deliveries succeeding but no lead appears in the CRM, check that the provider's Status is set to Active — an inactive provider accepts nothing.