How to Capture Google Lead Forms into ASH

Google's lead form extensions capture enquiries directly inside a Search, Display or YouTube ad, so the prospect never has to visit a landing page. That convenience is also the catch: unless you wire the form to a webhook, those leads sit inside Google Ads and cool off. Here is how to pipe Google Lead Forms straight into ASH.

Generate your ASH endpoint

In ASH, go to Settings → Integrations and open Google Ads (Lead Forms). Click Connect. ASH gives you a private webhook URL and a webhook key, both scoped to your workspace. Keep this tab open — you will paste both into Google Ads in a moment.

Point Google Ads at the webhook

• Open your Lead Form asset in Google Ads and scroll to Delivery options.
• Set the Webhook URL to the ASH URL.
• Set the Key field to the key ASH showed you.

Google sends that key back inside every payload, and ASH checks it before accepting a lead. If the key does not match, the push is rejected — so an exposed URL alone is not enough for anyone to plant junk in your pipeline.

Fields map themselves

Google delivers answers as column data — FULL_NAME, PHONE_NUMBER, EMAIL, CITY, COMPANY_NAME and so on. ASH reads those columns and maps them to the matching lead fields automatically, joining first and last name where needed. You do not maintain a field-mapping sheet; add a question in Google and it flows through.

Verify with a test submission

Use Google's Send test data button on the lead form. ASH recognises the test flag and tags the record google-test-lead so you can spot it and delete it later. Real submissions arrive tagged Google.

Keep your campaign attribution

ASH stores the Google campaign ID as a tag — for example google-campaign: followed by the ID — so you can compare which campaign is generating pipeline. Keep your existing UTM parameters on the destination links too; when leads carry UTM values, ASH preserves them on the lead so campaign reporting stays intact. For a fuller look at UTM handling across sources, see how the universal webhook stores source and campaign tags.

After the lead lands

From here it is the same disciplined follow-up as any other source: auto-assignment, first-touch tasks, and automated WhatsApp or email nudges. If you also run Facebook and Instagram, wire those up next with our guide to capturing Meta Lead Ads.