Google Ads adds a Leads section for hosted form submissions

What changed

Vishal reported a Leads section under Conversions for submissions from Google-hosted lead forms. His post describes viewing submissions and marking them Qualified or Converted. The saved screenshot confirms a Leads entry labelled Beta in the navigation. The report describes a gradual rollout, so the presence of the feature in one account should not be taken as proof that every account has received it.

The statuses can support a more useful conversation between advertising and sales teams if both teams use the same definitions. Decide what makes an enquiry qualified and which event counts as converted. For a consultation business, a suitable enquiry, an attended appointment and a paid engagement are three different stages. Applying the labels inconsistently would make a tidy dashboard less informative than the underlying sales records.

The source reports up to 60 days of retention, which is consistent with Google’s current lead-form storage guidance. That guidance separately limits manual downloads to a shorter window. Plan regular collection rather than treating the new view as the only long-term record of customer enquiries. Check who owns the follow-up and how an unsuccessful transfer or an unanswered lead will be noticed.

Why it matters for advertisers

A convenient status view does not by itself prove that a sales outcome is configured as a bidding signal. Verify the relevant conversion actions, goals and integration before assuming that changing a label will influence optimisation. For reporting, reconcile a sample of submissions with the sales team’s records and investigate differences. This makes the feature useful for understanding lead quality without overstating what the screenshot establishes about automated feedback.