Connect formformform to Google Ads
Turn every form submission into a Google Ads customer-match contact or an offline conversion — automatically, the moment someone hits submit.
Someone completes your formformform form.
The “New Submission” trigger fires instantly.
Your data lands where the work happens.
formformform is a form builder that sends your responses straight into Google Ads. Instead of exporting leads to a spreadsheet and uploading them by hand, each submission flows into your Google Ads account as a Customer Match contact or an offline conversion — feeding the audiences and bidding signals your campaigns already rely on.
The connection runs through the published formformform Zapier integration. formformform fires a real-time "New Submission" trigger the instant someone completes your form, and Zapier passes those field values to a Google Ads action of your choosing. You map your form fields once — email, phone, name, and a captured GCLID — and every future submission lands in the right Customer Match list or conversion action.
This is a one-directional flow built for ad measurement and audience building: a new form submission adds people to your Google Ads audiences or reports a conversion. It's the fastest way to connect Google Ads to forms without writing code, juggling API access, or manually uploading customer lists.
Ways to use formformform with Google Ads
Concrete automations you can set up in minutes — no code required.
A services business runs lead forms across its landing pages. Each submission adds the person to a Customer Match list so the team can retarget warm leads with search and display ads and bid more aggressively for them.
A B2B team stores the Google Click ID (GCLID) in a hidden form field. When someone submits, an offline conversion is reported back to Google Ads so Smart Bidding learns which keywords and ads actually drive qualified leads.
An ecommerce brand doesn't want to pay to advertise to people who already bought. Each support-form submission adds the customer to a Customer Match list used as an audience exclusion, so prospecting budget targets new buyers only.
A marketing team collects webinar registrations through a form. Each signup joins a Customer Match audience so they can run follow-up and lookalike-style campaigns to registrants and similar users.
A mortgage broker treats a completed application as a high-value conversion. Each submission reports an offline conversion with a value to the right conversion action, sharpening conversion-based bidding on the campaigns that bring in serious applicants.
A content brand uses an embedded subscribe form. Each new subscriber is added to a Customer Match list that seeds optimized targeting, expanding reach to users who resemble the brand's most engaged audience.
Who connects Google Ads to their forms
Add buyers and enquirers to Customer Match lists from forms to power retargeting and exclude existing customers from prospecting.
Report offline conversions from client lead forms using captured GCLIDs so Smart Bidding optimizes for real, qualified leads.
Send demo-request submissions to Google Ads as conversions and audiences to measure and scale paid acquisition.
Turn property-enquiry forms into Customer Match audiences for retargeting buyers and sellers across search and display.
Treat completed applications as offline conversions to feed value-based bidding on high-intent campaigns.
Add webinar and course registrants from a form into Customer Match remarketing lists for follow-up campaigns.
Why connect Google Ads
How to connect formformform to Google Ads
- 1
Build your form in formformform and publish it so it can accept submissions.
- 2
In Zapier, create a new Zap and choose formformform as the trigger app.
- 3
Select the "New Submission" trigger so the Zap fires the instant someone submits.
- 4
Connect your formformform account and pick the specific form you want to send to Google Ads.
- 5
Add Google Ads as the action app and choose an action such as "Add Contact to Customer List" or "Send Offline Conversion."
- 6
Map your form fields to the matching inputs — email and phone for Customer Match, or a hidden GCLID field and conversion value for offline conversions.
- 7
Test the Zap with a sample submission, confirm the contact or conversion in Google Ads, then turn the Zap on.
Frequently asked questions
Is the Google Ads integration free?+
formformform's Zapier integration is free to connect. You'll need a Zapier account and a Google Ads account; Zapier offers a free tier, though higher submission volumes may require a paid Zapier plan. There's no extra charge from formformform to send submissions to Google Ads, and you only pay Google for the ads you run.
Does it work in real time?+
Yes. formformform uses a real-time "New Submission" trigger that fires the moment someone completes your form. Zapier then passes the data to Google Ads within seconds, so contacts are added to your Customer Match lists or offline conversions are reported almost immediately rather than waiting on a manual upload.
Can I map specific form fields to Google Ads?+
Yes. When you set up the Google Ads action in Zapier, you map each form field to a specific input — email and phone number for a Customer Match list, or a captured GCLID, conversion action, value, and timestamp for an offline conversion. You configure the mapping once and every submission follows it automatically.
Do I need to write any code?+
No. The connection runs entirely through the published formformform Zapier integration and Google Ads' Zapier actions. You build the Zap in a visual editor, pick your trigger and action, map fields, and turn it on. No API access, scripts, or developer work are needed beyond capturing a GCLID if you want offline-conversion tracking.
How do I track offline conversions from my forms?+
Add a hidden field to your form that captures the Google Click ID (GCLID) from the landing-page URL. When someone submits, map that GCLID — along with the conversion action and value — into the "Send Offline Conversion" Google Ads action in Zapier. Google then attributes the conversion to the ad and keyword that drove the click.
Can one submission add a contact and report a conversion?+
Yes. A single submission can drive multiple Google Ads actions in the same Zap — for example, add the contact to a Customer Match list and then send an offline conversion. The flow is always one direction: a new form submission triggers actions in Google Ads, never the other way around.
Related analytics & tracking integrations
Build a form, connect Google Ads, and let the busywork run itself. Free to start.
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