{"id":725953,"date":"2026-05-07T05:40:19","date_gmt":"2026-05-07T02:40:19","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/how-to-use-call-assets-lead-forms-and-message-assets-in-google-ads\/"},"modified":"2026-05-07T05:40:19","modified_gmt":"2026-05-07T02:40:19","slug":"how-to-use-call-assets-lead-forms-and-message-assets-in-google-ads","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-use-call-assets-lead-forms-and-message-assets-in-google-ads\/","title":{"rendered":"How to use Call assets, lead forms, and Message assets in Google Ads"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a414016f102b\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a414016f102b\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-call-assets-lead-forms-and-message-assets-in-google-ads\/#Are_you_making_it_too_hard_for_customers_to_reach_you_Learn_three_essential_ways_to_get_more_leads_directly_from_your_search_ads\" >Are you making it too hard for customers to reach you? Learn three essential ways to get more leads directly from your search ads.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-call-assets-lead-forms-and-message-assets-in-google-ads\/#Call_Assets_The_must-have_for_phone_leads\" >Call Assets: The must-have for phone leads<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-call-assets-lead-forms-and-message-assets-in-google-ads\/#3_essential_tips_for_Call_Assets\" >3 essential tips for Call Assets<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-call-assets-lead-forms-and-message-assets-in-google-ads\/#Lead_form_assets_Capturing_data_in_the_ad\" >Lead form assets: Capturing data in the ad<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-call-assets-lead-forms-and-message-assets-in-google-ads\/#Essential_tips_for_lead_form_assets\" >Essential tips for lead form assets<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-call-assets-lead-forms-and-message-assets-in-google-ads\/#Message_assets_The_beta_that_means_business\" >Message assets: The beta that means business?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-call-assets-lead-forms-and-message-assets-in-google-ads\/#Essential_tips_for_Message_assets\" >Essential tips for Message assets<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-call-assets-lead-forms-and-message-assets-in-google-ads\/#What_sets_%E2%80%98Contact_Us_assets_apart\" >What sets \u2018Contact Us\u2019 assets apart<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-call-assets-lead-forms-and-message-assets-in-google-ads\/#How_to_get_the_best_results_from_Call_lead_form_and_Message_Assets\" >How to get the best results from Call, lead form, and Message Assets<\/a><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-call-assets-lead-forms-and-message-assets-in-google-ads\/#Topics_on_this_page\" >Topics on this page<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Are_you_making_it_too_hard_for_customers_to_reach_you_Learn_three_essential_ways_to_get_more_leads_directly_from_your_search_ads\"><\/span>Are you making it too hard for customers to reach you? Learn three essential ways to get more leads directly from your search ads.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-9-16 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<div class=\"rll-youtube-player\" data-src=\"https:\/\/www.youtube.com\/embed\/9GuYwme6pg0\" data-id=\"9GuYwme6pg0\" data-query=\"feature=oembed\" data-alt=\"3 Essential Google Ads Contact Assets for More Leads\"><\/div>\n<p><noscript><iframe loading=\"lazy\" title=\"3 Essential Google Ads Contact Assets for More Leads\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/9GuYwme6pg0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/noscript>\n<\/div>\n<\/figure>\n<p>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\u2019ll lose business fast. <\/p>\n<p>That\u2019s why Google Ads offers a trio of what I call \u201cContact Us assets.\u201d 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.<\/p>\n<p>Let\u2019s 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.<\/p>\n<h2 id=\"call-assets-the-musthave-for-phone-leads\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Call_Assets_The_must-have_for_phone_leads\"><\/span>Call Assets: The must-have for phone leads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>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.<\/p>\n<p>If you\u2019ve been relying on Call Ads to drive phone calls from Google Search, those are being deprecated. You\u2019ll need to use Call Assets alongside Responsive Search Ads instead.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-3-essential-tips-for-call-assets\"><span class=\"ez-toc-section\" id=\"3_essential_tips_for_Call_Assets\"><\/span>3 essential tips for Call Assets<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ol class=\"wp-block-list\">\n<li>If you want Google\u2019s bidding algorithms to prioritize phone calls, you need to set \u201cCalls from ads\u201d as a Primary conversion action.<\/li>\n<li>There\u2019s nothing worse for a customer than calling a business and getting voicemail \u2014 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.<\/li>\n<li>Getting a phone call is important, but it\u2019s just as important for Google to know that call h<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ened 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.<\/li>\n<\/ol>\n<h2 id=\"lead-form-assets-capturing-data-in-the-ad\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Lead_form_assets_Capturing_data_in_the_ad\"><\/span>Lead form assets: Capturing data in the ad<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Lead Form Assets let users submit their email address or phone number directly within the ad. If you\u2019ve run lead generation ads on Meta or TikTok, the experience will feel familiar.<\/p>\n<p>The main difference is that on <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social media<\/a>, the lead form is the ad. In Google Search, it\u2019s an optional asset attached to your Responsive Search Ad alongside your primary headlines. <\/p>\n<p>Because of that, you probably won\u2019t 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.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-essential-tips-for-lead-form-assets\"><span class=\"ez-toc-section\" id=\"Essential_tips_for_lead_form_assets\"><\/span>Essential tips for lead form assets<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ol class=\"wp-block-list\">\n<li>Because Lead Form Assets are so easy to complete directly from the SERP, they\u2019re often more vulnerable to low-quality submissions. To improve lead quality, add a screening question. A simple question about budget or specific needs forces users to pause and qualify themselves before submitting.<\/li>\n<li>Don\u2019t let these leads sit idle in the Google Ads interface. You need a system that pushes them directly into your CRM through a third-party integration. The longer it takes to respond, the colder the lead becomes.<\/li>\n<li>Make sure to set \u201cLead form submission\u201d as a Primary conversion action if you want Smart Bidding to prioritize lead generation. You can run it alongside your standard website lead form conversion action, which should also remain set to Primary.<\/li>\n<\/ol>\n<h2 id=\"message-assets-the-beta-that-means-business\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Message_assets_The_beta_that_means_business\"><\/span>Message assets: The beta that means business?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Message Assets are the newest addition to Google\u2019s \u201cContact Us\u201d assets, and they\u2019re currently in beta. I wrote about them last year.<\/p>\n<p>These assets let potential customers start a conversation with you through WhatsApp, Facebook Messenger, or Zalo directly from your search ads. They don\u2019t support SMS text messaging \u2014 only third-party messaging apps.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-essential-tips-for-message-assets\"><span class=\"ez-toc-section\" id=\"Essential_tips_for_Message_assets\"><\/span>Essential tips for Message assets<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ol class=\"wp-block-list\">\n<li>You can\u2019t use Message Assets until you complete Google\u2019s full advertiser verification process. It\u2019s part of Google\u2019s effort to keep the advertising ecosystem safe.<\/li>\n<li>Message Assets only appear on mobile devices, which makes sense\u2014most people aren\u2019t trying to start a WhatsApp chat from a desktop browser.<\/li>\n<li>Message Assets are compatible with Search and Performance Max campaigns.<\/li>\n<\/ol>\n<h2 id=\"what-sets-contact-us-assets-apart\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_sets_%E2%80%98Contact_Us_assets_apart\"><\/span>What sets \u2018Contact Us\u2019 assets apart<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The biggest reason to use these three \u201cContact Us\u201d assets is to capture personally identifiable information (PII) from potential customers. When someone calls you, fills out a form, or sends a message, they\u2019re giving you a direct way to follow up.<\/p>\n<p>This data is incredibly valuable. Once you have an email address or phone number, you can follow up through email marketing or direct outreach without paying for another ad click. It turns a one-time ad interaction into a potential long-term customer relationship.<\/p>\n<h2 id=\"how-to-get-the-best-results-from-call-lead-form-and-message-assets\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_get_the_best_results_from_Call_lead_form_and_Message_Assets\"><\/span>How to get the best results from Call, lead form, and Message Assets<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Whichever asset you use, implement third-party lead tracking software to capture, filter, track, and respond to your leads. Once calls, forms, and messages start coming in, you need a system for responding quickly. <\/p>\n<p>You also need a way to tell Google which leads were high quality and which were spam or a poor fit. Lead tracking software lets you send that data back into Google Ads so the platform can learn what a qualified customer looks like for your business\u2014and stop wasting budget on junk leads.<\/p>\n<p>If direct contact is central to how you win business, these contact assets aren\u2019t just nice to have. They\u2019re essential for effective lead generation.<\/p>\n<p><em>This article is part of our ongoing Search Engine Land <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/watch-movies-tv-seriess\/\" data-internallinksmanager029f6b8e52c=\"8\" title=\"Watch Movies &amp; TV Series\" target=\"_blank\" rel=\"noopener\">series<\/a>, Everything you need to know about Google Ads in less than 3 minutes. In each edition, Jyll highlights a different Google Ads feature, and what you need to know to get the best results from it \u2013 all in a quick 3-minute read.<\/em><\/p>\n<div class=\"ttd-topics-display\">\n<div class=\"ttd-topics-content\">\n<h5><span class=\"ez-toc-section\" id=\"Topics_on_this_page\"><\/span>Topics on this page<span class=\"ez-toc-section-end\"><\/span><\/h5>\n<div class=\"ttd-topics-links\">Google AdsGooglePersonal dataConversion marketingOnline advertisingGoogle SearchTikTokSearch Engine LandWhatsAppFacebookCustomer relationship managementLead generationMetaSearch engine marketing<\/div>\n<\/div>\n<div class=\"ttd-topics-show-extra-button\">+9 more<\/div>\n<\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-ads-call-assets-lead-forms-message-assets-476618\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Are you making it too hard for customers to reach you? Learn three essential ways to get more leads directly from your search ads. 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\u2019ll lose business fast. That\u2019s why&#8230;<\/p>\n","protected":false},"author":1,"featured_media":725954,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/05\/google-ads-contact-assets.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-725953","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/725953","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=725953"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/725953\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/725954"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=725953"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=725953"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=725953"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}