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Send Google Ads lead form leads to Juiced

Google's lead form webhook posts a fixed JSON format with the answers in an array and the key in the body, which Juiced does not read. So leads from Google Ads lead form assets reach Juiced through Zapier or Make, which unpack each answer into a field you can map.

Reviewed October 2026 Reading time 6 min
The short version

Route: via Zapier or Make. Trigger on Google Ads > New Lead Form Entry in Zapier or Google Ads Lead Forms > Watch Lead Forms in Make, then POST JSON to Juiced.

You need access to the Google Ads account that owns the lead form, a paid Zapier plan or a Make account, and a Juiced source with a bearer token.

The gotcha: one Zap handles one lead form. Each extra form, including a copy for a new campaign, needs its own Zap or its leads never reach Juiced.

Before you start

  • In Google Ads: a saved lead form asset with a postal code question. Lead forms need an eligible account with a good policy history and a privacy policy link (Google: about lead form assets).
  • A connector: Zapier on a paid plan (Webhooks by Zapier is not on Free; Google also notes Zapier is a paid service), or Make.
  • In Juiced: a source, its bearer token, and the field names from View API Spec.

Why not Google's webhook straight to Juiced? Google sends each answer as an item in a user_column_data array (column_id plus string_value) and puts google_key in the body instead of a header (Google: webhook implementation). Juiced needs top-level keys and an Authorization header, so a connector sits in between.

Step by step

  1. Create a source and copy a bearer token

    In Juiced, go to Ingest > Sources > New source, turn on Test mode, click Create source, then create and copy a bearer token on the Authentication tab. Open View API Spec for the field names. Details: setting up a source.

  2. Add the Google Ads trigger in Zapier

    Create a Zap, add a Google Ads trigger, sign in, choose the New Lead Form Entry event and continue (Zapier: New Lead Form Entry). On Make, add Google Ads Lead Forms > Watch Lead Forms and create a connection with your Customer ID and Sign in with Google (Make: Google Ads Lead Forms).

  3. Select the account and lead form

    In Use Google Ads As, select the account. If it is a manager account, a Managed Account dropdown appears: leave it blank if the form lives in the manager account, otherwise pick the sub-account. Choose the form in Lead Form. If it is missing, save the form in Google Ads first. Click Test trigger; Zapier returns sample data here, which is expected.

  4. Add the POST to Juiced

    Add the request that sends JSON to https://usejuiced.com/api/v1/leads with your bearer token, mapping each lead form field to a Juiced key (table below). Follow the Zapier POST step or the Make HTTP step.

  5. Test with a test zip code

    Because the trigger only has sample data, type 00001 into the zip row for the test and run the POST step. In Juiced, open Entries > Incoming logs, filter Test mode to Test only, and check every field. Then map zip back to the postal code field.

  6. Publish and repeat for each form

    Publish the Zap or activate the scenario, turn off Test mode on the source, and watch Zap history for the first real lead. Build one Zap per lead form; Zapier's trigger runs on a single form.

Note

You can also start from Google Ads: open the lead form asset (Campaigns icon > Assets > Assets > Lead form card > pencil icon), search for your app on the Export leads from Google Ads card, click Authorize for Zapier if asked, then Create data integration. Zapier opens with the form preloaded; finish the Zap, turn it on, and click Save in Google Ads. Each lead form allows one data integration (Google: export leads using Zapier).

Field mapping

Zapier and Make show each answer as a named field. Underneath, Google identifies them by column_id; these are the IDs in Google's sample payloads (Google: webhook samples).

Google column IDJuiced keyNotes
FULL_NAMEfirst_name, last_nameSplit it with Formatter by Zapier or Make's text functions, or create a full_name field in Juiced.
EMAILemail
PHONE_NUMBERphoneGoogle's samples show a leading plus and country code.
POSTAL_CODEzipAlways required. Add a postal code question to the form.
Custom questionsYour custom key, e.g. service_typeCreate the field in Juiced first; List of Values fields must receive a listed value.
gcl_id, campaign_id, form_ide.g. gclid, campaign_idOptional tracking; create the fields in Juiced to keep them.

Google's webhook docs say the payload is the same for YouTube and Discovery lead forms as for Search, so the mapping carries over. Whether a video or Demand Gen form appears in the Zapier Lead Form list depends on your account; check in your account.

TrustedForm and Jornaya

Lead form assets run on Google, not your website, so a TrustedForm or Jornaya script never loads on them and there is no certificate to map. Buyers often ask for one, so tell them in advance that these leads come from Google lead forms. If your other sources do send certificates, see passing TrustedForm and Jornaya certificates.

Troubleshooting

  • The form is not in the Lead Form dropdown. Save the form in Google Ads, and check you picked the right account in Use Google Ads As and Managed Account.
  • Only leads from one form arrive. Each Zap runs on one form, and each form allows one data integration. Build a Zap per form.
  • Values reading dummy_value. These come from the Send test data button in the Google Ads webhook setup, not from real leads (Google: webhook FAQ).
  • Leads missed while the Zap was off. Download them as a CSV from the lead form asset. Google only allows CSV downloads of the last 30 days of leads, so do it soon.
  • 422 with a zip error. error.code is validation_failed and errors names zip. The form has no postal code question, or the test zip was not restored to the real field.
  • 401 Unauthorized. Check the bearer header has one space after Bearer, and that the token was not replaced more than 24 hours ago.

More fixes: webhook troubleshooting.

Frequently asked

Can Google Ads lead forms send leads straight to Juiced by webhook?

Not directly. Google’s lead form webhook sends answers in a user_column_data array with the key in the body, while Juiced needs top-level field names and an Authorization header. Zapier or Make unpack the answers and post them to Juiced.

Which Zapier trigger do I use for Google Ads lead forms?

Google Ads, New Lead Form Entry. Select the account, the managed account if you use a manager account, and the lead form.

Do I need a separate Zap for each Google Ads lead form?

Yes. Zapier’s trigger runs on one lead form per Zap, and Google allows one data integration per lead form.

Does this work for YouTube lead forms?

Google’s webhook documentation says the payload is the same for YouTube and Discovery lead forms as for Search. Check in your account that the form appears in the Zapier or Make trigger.

Can Google Ads lead form leads carry a TrustedForm certificate?

No. Lead form assets run on Google, so a TrustedForm or Jornaya script on your website never loads on them.

From Juiced

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