Google lead forms that support Google Ads lead generation

November 6, 2025

Google lead forms: simple Google Ads lead generation for trade and construction

Google Lead Forms make Google Ads lead generation feel like having a quote form right inside Google for your glazing or building products business. Instead of sending people off to a busy website, you can let them send their details in a few taps while they are still on the search page.

What are Google Lead Forms in Google Ads lead generation?

Google Lead Forms are built-in forms that sit inside your Google Ads. People can send you their name, email, phone number and other details without ever visiting your website. On many devices, the form is pre-filled from their Google account, so it only takes a tap or two to send an enquiry.

• Where they show: in Search, YouTube and Demand Gen campaigns. Demand Gen replaced Discovery but covers similar placements.
• What they collect: contact details plus simple questions such as product type or project size.
• Why they convert: no extra page to load, which makes a big difference in mobile traffic.

For window, door and building product suppliers, this is very close to having a quote card on the counter. The form sits right where people are searching for items like aluminium bifold door prices or trade glazing suppliers, and catches them while the need is fresh.

Simple example for a glazing or building products firm

Imagine you run a trade fabricator with a Google Ads campaign on flush casement windows trade supply. A search user clicks your ad, sees a short form with:

• Name and company
• Email and phone
• Postcode
• Drop-down for installer, builder, architect or merchant

They sent the form. You get the lead straight into your CRM or inbox, tagged with the campaign and keyword that drove it. Your sales team can call back with prices or a credit application pack the same day.

How Google Lead Forms work inside your Google Ads

Google Lead Forms sit in the Assets area of your account. You attach them to Search, YouTube or Demand Gen campaigns that already target your key terms and audiences. Google then shows the form when people click your ad or tap a call to action, such as Get a quote or Contact us.

Google now also supports lead-focused optimisation goals, such as qualified lead or request quote. These goals help the system focus on better quality leads, not just clicks.

Practical setup tips for construction and glazing firms

• Use high-intent search terms such as trade uPVC windows supplier, roof lantern prices, or composite doors supply only.
• Ask for the minimum data you need to price the job or qualify the lead.
• Add one or two product questions, such as conservatory roofs, aluminium doors or sealed units.
• Connect the form to your CRM or email system so sales staff can act the same day.

Treat the form like an extra sales rep on a trade counter. Make it tidy, clear and quick to use. Someone looking for a supplier at 8 pm on their phone will not fight through a long questionnaire.

Google lead forms or website forms: which is better?

Google Lead Forms do not replace your website. They sit beside it. For some campaigns, the form inside the ad will give you more leads at a lower cost, especially on mobile. For others, you still need a full landing page with rich product content, downloads and case studies.

For most fenestration and building product firms, the best plan is to test both. Run one ad group with a lead form and another that sends traffic to a strong landing page. Keep the one that brings the most quoted jobs and orders at a sensible cost.

What happened to the old Get a quote button in Google?

The original article talked about the Get a quote button that used to sit in the right-hand Knowledge Panel or Google Business Profile. That feature has changed over time. Some businesses may still see a Request a quote or Message option in their profile, but it is not available to all categories and cannot be turned on manually. Google controls where and when it appears.

• Google now pushes messaging inside Google Business Profile for live chat-style leads.
• Some profiles still show a Request a quote type button, but availability varies by category and region.

This means you cannot rely on a single Google Business Profile feature to feed your pipeline. Google Lead Forms and strong landing pages give you more control. You decide where forms appear, what they ask and how leads flow into your systems.

Google Ads lead generation tips for installers, fabricators and suppliers

You do not need a large budget to use Google Lead Forms well. You do need clear intent, tidy structure and a fast follow-up process.

Start with the right searches

• Focus on high intent terms such as trade aluminium windows supplier near me, composite doors trade quotes or sealed units supplier Bristol.
• Avoid broad, vague terms like windows or roofing unless you have strong negative keyword lists and tight targeting.

Keep the form short and clear

• Ask for name, contact details and postcode as standard.
• Add one or two simple questions for clarity, for example, product type and domestic or commercial.
• Use plain language for your call to action, such as Request a quote or Ask about trade prices.

Link leads into your sales process

• Send leads to the right inbox, CRM or lead tracking tool so they do not sit in a spreadsheet that nobody checks.
• Agree on who calls back Google Ads leads and in what time frame.
• Tag leads by campaign and product so you can see which ads drive real orders.

Check quality, not only volume

• Use lead-based conversion goals inside Google Ads, such as qualified lead or book an appointment.
• Review a sample of calls and quotes each month so you know which campaigns bring the right buyers.

Think of Google Ads lead generation like a trade route. Google lead forms are one path. Landing pages, phone calls and email campaigns are others. You want all of them feeding the same sales pipeline with clear data.

Next steps to keep growth moving

Google Lead Forms and Google Ads lead generation are like adding an extra showroom on the busiest street in town. People already looking for windows, doors or building products can step through the door, leave their details and carry on with their day. Your team then picks up the enquiry and turns it into a quote, survey and order.

If you already run Google Ads, testing lead forms is a simple next step. If you have never used paid search but rely on installers, merchants, architects or contractors, it is a quick way to see who is ready to talk today.

Talk to Purplex about Google Ads lead generation

If you want Google Lead Forms and Google Ads Lead Generation to bring in steady, high-intent leads, our paid media and SEO teams can help plan the right strategy for your sector.
Use our online contact form, email grow@purplexmarketing.com, or call our team on 01934 808132 to talk about your goals and next campaigns.

This entry was posted in PPC