Connect Google Ads Lead Forms to Appalix

What you'll need

• An Appalix account on the Pro plan or above
• A Google Ads account with an active campaign
• At least one Lead Form Asset attached to a Search, Display, or Video campaign
• A webhook key — a secure string you create yourself (e.g. appalix-gads-2026)

How it works

Google Ads Lead Form Extensions support a native webhook integration. When a user submits your lead form, Google immediately sends the lead data — name, email, phone, and any custom questions — as a JSON POST request to your webhook URL. Appalix receives it, normalises the fields, scores the lead, and stores it in your Forms dashboard. No polling, no third-party tools.

Step 1 — Get your webhook URL from Appalix

1. Log in to Appalix and navigate to Forms → Sources in the left sidebar.
2. Find the Google Ads card and click Connect.
3. Your unique webhook URL is shown at the top of the form — it looks like:
   https://appalix.ai/api/webhooks/google-leads/YOUR_WORKSPACE_ID
4. Click the copy icon next to the URL. Keep this tab open — you'll need it in Step 3.

Step 2 — Choose a webhook key

Google Ads requires a webhook key — a shared secret you define. Google will include this key in every request it sends, and Appalix uses it to verify the request is legitimate.

1. Create a secure, random string. A good webhook key is 16–32 characters, mixes letters and numbers, and has no spaces — for example: ApplxGads2026xZ9q.
2. Write it down or copy it to your clipboard. You'll paste it into both Google Ads (Step 3) and Appalix (Step 4).

Step 3 — Add the webhook to your Google Ads lead form

1. Sign in to Google Ads at ads.google.com.
2. In the left navigation, click Campaigns and select the campaign that uses your lead form.
3. Click Assets in the left menu, then switch to the Lead form tab.
4. Click the lead form asset you want to connect, then click Edit.
5. Scroll to the Lead delivery section and click Webhook.
6. In the Webhook URL field, paste the URL you copied from Appalix in Step 1.
7. In the Webhook key field, paste the webhook key you created in Step 2.
8. Click Send test data — Google will fire a sample lead to your webhook immediately.
9. Click Save to confirm the lead form asset.

Step 4 — Paste the key into Appalix

1. Return to the Appalix Forms → Sources tab you kept open.
2. In the Webhook Key field, paste the same key you entered in Google Ads.
3. Click Save & Connect. The Google Ads card will show a green Connected badge.

Step 5 — Verify the test lead arrived

1. Go to Forms → All Leads in Appalix.
2. You should see a test lead from Google Ads with a New Lead status badge. The name will be "Test User" and the email will be a Google test address.
3. If the lead doesn't appear within 30 seconds, double-check:
   • The webhook URL was copied correctly (no trailing spaces)
   • The webhook key matches exactly in both Google Ads and Appalix
   • The Appalix Google Ads source shows Connected

What happens after a lead submits

• Instant delivery — Appalix receives the lead within seconds of the Google Ads form submission.
• Auto-scored — Leads are scored High, Medium, or Low based on how many contact fields are filled (email, phone, company, job title).
• Deduplication — If a lead with the same email or phone already exists, Appalix updates the existing record instead of creating a duplicate.
• Campaign data captured — The campaign name and form name from Google Ads are stored alongside the lead for analytics.
• One-click to CRM — From Forms → All Leads, click Pipeline on any lead to create a Sage Contact and Deal in your first pipeline stage automatically.

Tips & best practices

• Add phone number as a required field — Leads with phone numbers score Higher in Appalix and are easier to follow up with quickly.
• Keep form questions short — Google research shows lead form conversion rates drop sharply with more than 3–4 questions. Ask only what you'll actually use.
• Use one webhook key per integration — Don't reuse the same key across multiple platforms. This lets you rotate keys independently if needed.
• Check Forms → Analytics — After your campaign runs, the analytics page shows leads by campaign name so you can see which campaigns are generating the best quality leads.

Frequently asked questions