How to call your Google Ads lead form leads instantly

Where Google Ads leads go by default

When someone submits a lead form asset on your Google Ads, the lead is stored in your Google Ads account. You can download leads from the lead form asset in your account, but only for a limited time, and nobody gets an alert unless you set one up. Plenty of advertisers run lead forms for weeks without realizing the leads are just sitting there.

Three ways to get them out

1. Download them by hand

Free, but slow. By the time you download a spreadsheet and start calling, most of those leads have moved on.

2. A built-in CRM integration

Google Ads connects to some CRMs directly (HubSpot and Salesforce, among others), and to Zapier. Leads flow into your CRM automatically, where a workflow can alert your team. Someone still has to make the call.

3. A webhook

Every lead form asset can send each new lead to a webhook URL the moment it's submitted. That's the fastest way, and it lets you send leads straight to a system that acts on them, like an AI receptionist that calls them.

Setting up the webhook, step by step

1. In Google Ads, open Assets and edit your lead form asset (or create one).
2. Scroll to Lead delivery option and choose the webhook integration.
3. Paste your webhook URL (with InstantClose AI, that's your private lead address) and enter the key you were given, if any.
4. Click Send test data. Google sends a sample lead marked as a test, so you can check it arrives without anyone being called.
5. Save the asset. New leads now go to the webhook as they're submitted.

Do this for every lead form asset you use. Each one has its own delivery setting.

Ask the right questions on the form

• Phone number: required, so you can call.
• One qualifying question, like the service needed or timeline, so the first call can get right to it.
• Keep it short. Every extra field means fewer people finish the form.

Add a consent line

If you'll call or text leads with automated technology or an AI voice, the form should say so. Lead form assets let you add a link to your privacy policy; also make sure the form's description or your landing content explains that people agree to be contacted by phone call and text, including automated calls and messages, about their request. Rules vary, so check with a lawyer for your situation.

How InstantClose AI handles Google Ads leads

Paste your private lead address into your lead form's webhook setting and send test data; we confirm it arrived. After that, every new lead is called within 15–30 seconds during your calling hours, and the appointment lands on your calendar. Test leads from Google are recognized and never called.