A hand holds a pen above a blue clipboard, with a blurred room and another person in the background

Lead gen forms

How do I connect Google Ads lead form assets to Salesforce Sales Cloud?

By The Tofu team ·

Install Salesforce's free Lead Capture in Sales Cloud app from AppExchange, then create a Lead Capture task: sign in to Google, pick an ad account and one lead form, and map its questions to Lead fields. That is the method in Salesforce Help's "Import Google Leads into Sales Cloud." You need standard or admin access to the Google Ads account, and each task covers one form. If the app doesn't fit, Zapier, a sync tool such as LeadsBridge, or your own code on Google's lead form webhook can also create Sales Cloud leads.

As of November 2026.

Before you start

  • Sales Cloud, and someone who can install AppExchange apps in your org.
  • Standard or admin access to the Google Ads account. Salesforce says only ad accounts where you have one of those access levels show up.
  • A lead form asset in Google Ads. Salesforce's Lead Capture overview says to create the form first. Google requires a link to your privacy policy on every lead form.
  • A field plan: which Lead fields your org requires, what Lead Source value to use, and which Salesforce campaign these leads should join.

Step 1: Pick your route

RouteHow leads get inCostWatch out for
Lead Capture in Sales Cloud (Salesforce)One Lead Capture task per form creates Lead recordsFreeOne form per task. Rated 2.59 out of 5 from 41 reviews on AppExchange
ZapierThe Google Ads trigger "New Lead Form Entry" feeds the Salesforce action "Create Lead"Salesforce is a premium app on Zapier. The Professional plan, which includes premium apps, starts at $19.99 a month billed yearly ($29.99 monthly)Google says Zapier uses the Google Ads API, not a webhook, and sends new leads in near real time
LeadsBridgeCreates or updates Salesforce leads, contacts, accounts and other records from Google lead formsIts pricing page lists Salesforce among the premium CRMs on its Pro planPrice depends on lead volume
Your own webhookGoogle posts each lead as JSON to a URL you host, and your code creates the leadDeveloper timeYour endpoint must reply correctly, check the key and handle duplicates

Google's own help lists Salesforce's Lead Capture app among the providers that sync lead form leads to a CRM. Steps 2 to 6 follow that route. Step 7 covers the webhook.

Step 2: Install Lead Capture in Sales Cloud

Find Lead Capture in Sales Cloud on AppExchange. Salesforce, Inc. publishes it as a managed package. The listing says it "Never requires payment," and shows version 1.13.0, last updated April 15, 2026.

  • It survives the Advertising Studio retirement. Salesforce's notice of November 3, 2025 says the Lead Capture apps for Sales and Marketing Cloud "aren't impacted." Customers can keep installing them "to ingest leads from Meta and Google."
  • The listing is out of date in one place. It still says "Google Support coming Mid-April!" with no year, while Salesforce Help documents the Google steps. Test it before you rely on it.

Step 3: Create a Lead Capture task for Google

  1. Log out of Google in your browser. Salesforce's Lead Capture overview says to log out of your Google account before you open Lead Capture for that platform.
  2. In Salesforce, open the App Launcher and go to Lead Capture.
  3. Click New Task, then click the Google icon.
  4. Enter your Google login details and click Next.
  5. Select a Google ad account and click Next.
  6. Select one lead form (Salesforce calls it a "Lead Generation Form") and click Next.

Step 4: Map the form to Lead fields

For each Lead field, the mapping screen shows its data type, whether it's required, and the mapped value: a lead form question, a metadata value or a fixed value. You can also pick Sales Cloud campaigns for incoming leads (optional).

One wording quirk: Salesforce's Google article says to map to "data extension fields," a Marketing Cloud term. Its parent article for Sales Cloud describes mapping to Lead object fields.

For a B2B setup:

  • Fill every required field. If the form doesn't ask for something Salesforce requires, add a question to the form or map a fixed value.
  • Map a fixed Lead Source value, so these leads are easy to report on.
  • Pick the Salesforce campaign that stands for this Google campaign, so the leads count in campaign reports. See How do I set up Salesforce Campaign Influence so my LinkedIn and Google ads get credit for pipeline?
  • Look for the click ID. Salesforce doesn't list which metadata values you can map. If the Google click ID (GCLID) is one, map it to a custom field named GCLID, the name Google's Salesforce integration asks for, so that integration can later send closed deals back to Google Ads.

Click Next.

Step 5: Review and submit

Review the accounts, forms and sendable fields, then click Submit Lead Capture Task. Repeat Steps 3 to 5 for each lead form, since each task takes one form.

Step 6: Test it and watch for failed leads

  • Start small. Google suggests testing with a small-budget campaign and checking that your CRM handles the leads before you raise the budget or add campaigns.
  • Check failed leads. Salesforce says failed leads are kept for 30 days in the Lead Capture Error Detail View, which shows each lead's ID, error and date and lets you retry or clear them. Both articles that say this are written for Marketing Cloud Advertising, so the screen may differ in Sales Cloud.
  • Fill the gap. Salesforce doesn't say whether a new task brings in leads submitted before you created it. Google keeps leads for 60 days, but its lead form page says you can only download the last 30 days. To download, go to Assets in the Campaigns menu, click the Lead form card header, and choose CSV or CSV for CRM under the form.
  • Changing the form? Delete the task first. Salesforce says deleting a task stops future imports but keeps the leads already imported. Then create a new task.

Step 7: Use a webhook instead (optional)

To use a webhook from a sync tool or your own code:

  1. In Google Ads, go to Assets in the Campaigns menu and select Lead form above the table.
  2. Hover over the form and click the pencil icon.
  3. Expand Export leads from Google Ads, then Other data integration options.
  4. Under Webhook integration (optional), enter the webhook URL and key.
  5. Click Send test data, check that the test lead arrived, then click Save.

Each lead arrives as an HTTP POST with JSON. It holds a lead_id, the answers in user_column_data, the form and campaign IDs, the click ID (gcl_id), your key (google_key) and an is_test flag. Your endpoint should reply with HTTP 200. Google says a lead may arrive more than once, so dedupe on lead_id. If your tool gives you no key, Google's FAQ says you can use a placeholder such as "123" or "GoogleAds."

Common problems

ProblemWhy it happensFix
Your Google Ads account isn't in the listYou have less than standard access, or you're signed in to a different Google accountGet standard or admin access, log out of Google and start the task again
You need to change a form that already has a taskA task is tied to one form, and Salesforce says to delete the task before you update the formDelete the task, update the form, create a new task, then download any leads you missed as a CSV
Some leads never reached SalesforceA mapping or format error made them failFix and retry them in the Error Detail View within 30 days
Records with "dummy_value" in SalesforceThey are test leads from Google's Send test data buttonDelete them, and skip leads where is_test is true in your webhook code
The same lead shows up twiceGoogle doesn't promise to deliver each webhook lead only onceDedupe on lead_id
Closed deals don't show in Google AdsLead Capture only brings leads into Salesforce. Sending later stages back is a separate Google Ads feature, the Salesforce integration, which imports post-lead events and matches on a GCLID or on user-provided data such as emailSet up that integration in Google Ads, and store the click ID on the lead if your route gives you one

Sources

Ask Tofu next

Pick a question and Tofu Ads Agent answers it in chat.

Related answers

More on

Let an agent build your next campaign.

Tofu Ads Agent reads your CRM, plans the funnel, builds the audience and creative, and stages full campaigns across LinkedIn, Google and Meta for your approval.

Try it free Get a demo