Advertisers running Google Ads lead forms can now tell Google which form answers signal a good prospect. When building a custom question in a Lead Form asset, an advertiser ticks the answers that count as qualifying. Each question holds up to 12 answer options.
Search Engine Roundtable reported the change on October 16, tracing it to PPC News Feed, which shared a screenshot of the form builder. Google’s on-screen text says the aim is higher-quality leads, with all responses managed from the Leads page, part of the relatively new lead management feature.
To find the setting, open Lead Form under Assets, start a new form, and add a custom question with its answer options.
The shift moves first-pass qualification out of the sales team’s inbox and into the ad platform’s setup screen. The reports do not say whether the marks influence delivery or bidding, or only sort leads for review.
Lead-gen accounts should audit their custom questions now, because the marks are only as useful as the answer options offered.
Search Engine Roundtable, Barry Schwartz, October 16, 2026.
