Google Ads is showing advertisers a setting called “Ads with pay-per-lead goals terms,” and accounts must opt in before it takes effect. Search Engine Roundtable’s Barry Schwartz reported the setting on Tuesday, November 10, after Natasha Kaurra posted a screenshot of it on LinkedIn.
Kaurra summarized four obligations. First, advertisers have to satisfy Google’s provider criteria and go along with verification. Second, Google receives wide latitude to reuse what advertisers submit, such as company details and branding. Third, conversations that the ads produce can be listened to and recorded, subject to the needed permissions. Fourth, the advertiser keeps liability for service quality and any customer disputes.
The gaps matter more than the clauses. Kaurra noted that the text says nothing about what leads cost, who qualifies for credits, or whether jobs get booked, which sit in separate platform policies. Spotting the setting alone does not prove a campaign qualifies or an account has been moved over. Schwartz said he had no further information yet.
Agencies managing lead-generation accounts should read the linked platform policies before anyone accepts the terms, because the cost side of the arrangement is not on this screen.
Search Engine Roundtable, Barry Schwartz, November 10, 2026.
