Tracking & Analytics

Integrating Google Ads Lead Form With CRMs

Google has announced the rollout of Lead Form Extensions that enable advertisers to capture form submissions directly from the ad without sending users to a landing page, the submissions will be stored in Google Ads' database and will be downloadable as a CSV file, there is also an option to integrate with CRMs using a webhook, this howGoogle explained the integration:

A webhook is an API that enables you to send lead data to your CRM system in real-time. To set it up, you will need to add a webhook URL and key to your lead form extension. You may need to do some configuration within your CRM system to generate the URL and key.

The URL is the delivery path: after the user submits a lead form, an HTTP POST request is sent to the configured URL, allowing the lead data to go directly into the CRM system. The key is used for validating the leads sent.

The explanation above is confusing for marketers and at least unclear for developers. What is the webhook URL and where to find it? This program (Google ads lead form extension) is in Beta now, and I am not sure if there is any CRM that supports it at the moment, even Salesforce doesn't have a webhook URL for it yet.

How to generate a webhook for the lead form extensions?

The best resource that can help with that is the developer guide provided by Google, anytime the form is submitted to Google a JSON POST request will be sent to the webhook URL added in the form lead extensions, something like below:

"lead_id": "lead_id1",
"form_id" : "form_id1",
"user_column_data":[ {"column_name":"Full Name","string_value":"John Doe"},
{"column_name":"User Phone", "string_value":"12345678"},
{"column_name":"User Email", "string_value":"[email protected]"}],
"google_key" : "secret"

Firs you need to decide what is the best way to capture this data, for me I am going to use PHP to do that, my webhook could be something like this  with the code below:

$json = file_get_contents('php://input');
$form_data = json_decode($json);
$leadid = $form_data->lead_id ;
$form_id = $form_data->form_id ;
$fullname = $form_data->user_column_data[0]->string_value;
$phone = $form_data->user_column_data[1]->string_value;
$email = $form_data->user_column_data[2]->string_value;

At this point all the values are available in the code and ready to be pushed to any CRM or a local database, most popular CRMs like SalesForce and Hubspot have APIs with PHP libraries (they have also libraries available for the most popular programming languages) making it easy to push the data to those CRMs.

Additional values like campaign and keyword could be available also in the fields and worth saving. Before pushing any values to your CRM make sure to create fields to match all the values you will be saving.


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