Lead Forms

This workflow covers importing Google Ads lead form submissions into your CRM automatically.

Overview

Google Ads lead form extensions let users submit their contact information directly from an ad without visiting your website. When lead form import is enabled, this module pulls new submissions hourly and creates CRM leads with pre-filled contact details, campaign attribution, and GCLID tracking.

Required permissions

  • Sales Manager to view imported submissions

  • System Administrator to enable and configure lead form imports

Enable lead form imports

  1. Navigate to Google Ads ‣ Configuration ‣ Settings.

  2. Switch to the Features tab.

  3. Check Enable Lead Form Import.

  4. Configure the import defaults:

    • Default Stage – The CRM pipeline stage where imported leads start (e.g., “New” or “Incoming”)

    • Default Sales Team – The team assigned to imported leads

    • UTM Source (optional) – A UTM source record for tracking. If set, imported leads are tagged with this source for marketing attribution.

  5. Click Save.

The import cron runs hourly. New submissions are pulled from Google Ads and converted into CRM leads.

View imported submissions

Navigate to Google Ads ‣ Lead Forms ‣ Imports to see all imported submissions.

Each record shows:

  • Submission ID – Google Ads unique identifier (used for deduplication)

  • Campaign and Ad Group – Where the form was submitted

  • GCLID – The click identifier for downstream conversion tracking

  • Submission Date – When the user submitted the form

  • Imported At – When Progrid processed the submission

  • Status:

    • imported – Successfully created a CRM lead

    • duplicate – Submission was already imported (deduplication by submission ID)

    • error – Import failed (see error message)

  • CRM Lead – Link to the created lead record

How leads are created

For each new submission, the module:

  1. Checks the submission ID against existing records to prevent duplicates.

  2. Maps form fields to CRM lead fields (name, email, phone, company).

  3. Sets the configured default stage and sales team.

  4. Attaches the GCLID from the submission for conversion tracking attribution.

  5. Tags the lead with the configured UTM source.

  6. Stores the raw form field values as JSON for reference.

Tip

Leads created from form submissions carry their GCLID forward. When these leads progress through synced CRM stages, conversions are automatically attributed back to the original ad click – closing the full attribution loop from impression to sale.

Next steps