Google Ads Contact Us Assets: Call, Lead Form, and Message Options
Set Call Assets as primary conversion action and enable call tracking to optimize phone leads.
Configure Call Assets, Lead Form Assets, and Message Assets per the guidelines.
Summary
Google Ads now offers three Contact Us assets—Call Assets, Lead Form Assets, and Message Assets—to capture PII directly from search ads.
Call Assets replace deprecated Call Ads and must be paired with Responsive Search Ads, with calls set as the primary conversion action.
Lead Form Assets attach to Responsive Search Ads and require a screening question and a system that pushes leads into a CRM for timely follow‑up.
Message Assets, currently in beta, allow conversations through WhatsApp, Facebook Messenger, or Zalo but require full advertiser verification and appear only on mobile.
To optimize phone leads, schedule the call asset to run only during business hours and enable call tracking with a forwarding number for accurate attribution.
For lead forms, set the submission as a primary conversion and integrate a third‑party lead‑tracking tool to filter spam and feed data back to Google Ads.
Message Assets can be added to Search and Performance Max campaigns, but they do not support SMS and are limited to mobile devices.
Implementing these assets turns a single ad click into a direct contact channel, turning PII into long‑term customer relationships.
Key changes
- Call Assets replace deprecated Call Ads and must be paired with Responsive Search Ads, with calls set as the primary conversion action.
- Call assets should be scheduled to run only during business hours and use call tracking with a forwarding number for accurate attribution.
- Lead Form Assets attach to Responsive Search Ads and require a screening question and a system that pushes leads into a CRM for timely follow‑up.
- Message Assets, in beta, allow conversations through WhatsApp, Facebook Messenger, or Zalo but require full advertiser verification and appear only on mobile.
- Lead form submissions should be set as a primary conversion action, and third‑party lead‑tracking tools should filter spam and feed data back to Google Ads.