Generating high-quality leads from Google Ads often comes down to one unexpected factor: speed. If potential customers have to jump through hoops to reach you, you’ll lose business fast.

That’s why Google Ads offers a trio of what I call “Contact Us assets.” Instead of sending users to a landing page, Call Assets, Lead Forms, and Message Assets let customers call you, fill out a form, or start a conversation directly from your search ads.

Let’s dive into how to set up and optimize these three essential assets to simplify your funnel, capture valuable personally identifiable information (PII), and turn an expensive click into a lasting customer relationship.

Call Assets: The must-have for phone leads

If the action you want someone to take after clicking your ad is calling you, you need to use Call Assets. They display your phone number alongside your ads, allowing users to call you directly from the ad with a single click.

If you’ve been relying on Call Ads to drive phone calls from Google Search, those are being deprecated. You’ll need to use Call Assets alongside Responsive Search Ads instead.

3 essential tips for Call Assets

  1. If you want Google’s bidding algorithms to prioritize phone calls, you need to set “Calls from ads” as a Primary conversion action.
  2. There’s nothing worse for a customer than calling a business and getting voicemail — or worse, no answer at all. Use asset scheduling to show your phone number only when someone is available to answer. If your business closes at 5 p.m., consider stopping your call asset at 4:55 p.m.
  3. Getting a phone call is important, but it’s just as important for Google to know that call happened so it can optimize for more of them. When you enable call tracking, Google uses a forwarding number. That means the number shown in the ad may not be your actual business number, but it lets Google (and you) track call duration and see which keywords triggered the calls.

Lead form assets: Capturing data in the ad

Lead Form Assets let users submit their email address or phone number directly within the ad. If you’ve run lead generation ads on Meta or TikTok, the experience will feel familiar.

The main difference is that on social media, the lead form is the ad. In Google Search, it’s an optional asset attached to your Responsive Search Ad alongside your primary headlines.

Because of that, you probably won’t see the same volume from Lead Form Assets as you would from a dedicated landing page. But if generating form fills is your primary goal, Lead Form Assets are absolutely worth enabling.

Essential tips for lead form assets

  1. Because Lead Form Assets are so easy to complete directly from the SERP, they’re often more vulnerable to low-quality submissions. To improve lead quality, add a screening question. A simple question about budget or specific needs…

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Last Update: May 6, 2026