Creative Formats & Assets

Lead Form Assets vs Price Assets: Capture Contact Info or Show Pricing

In short: Both are assets that add more to a search ad, but they sit at opposite ends of how much a searcher already knows. Lead form assets work best when the offer needs a conversation - you collect contact details and figure out fit afterward. Price assets work best when the offer is self-explanatory once the number is visible - they show a swipeable row of items with starting prices, and clicking one goes straight to that item's page. A lead form assumes the click alone can't tell you if it's a good fit; a price asset assumes seeing the price is most of the qualification. Chooser: use price assets when your pricing is a competitive selling point people can act on immediately, use lead form assets when the price depends on details only a conversation or form can surface.

By the AdFlint research team · Fact-checked against current Google and Meta platform behavior · Last reviewed July 2026

Lead Form Assets

Attaches a form directly to a Google ad so someone can submit contact details without visiting your site, formerly called lead form extensions.

Google shows a hosted form after the click, prefilled from the signed-in account, and you retrieve the leads by webhook or CSV download. It suits mobile-heavy searches where a slow landing page loses people. Two things trip advertisers up: leads never reach your CRM unless the webhook is wired and monitored, and the low friction that lifts volume also admits unqualified submissions, so qualifying questions matter.

Full definition

Price Assets

Displays a set of products or services with starting prices in a swipeable row under a search ad, each linking separately.

You give Google three or more items with a qualifier such as from or up to, and every card links to its own page. Once price extensions, they pre-qualify the click by putting cost in front of it, which filters browsers when your pricing is competitive. The mistake is letting prices drift out of date, since the assets do not sync with your site and stale figures cause disapprovals.

Full definition

Side by side.

The differences that actually change what happens in your account.

	Lead Form Assets	Price Assets
What's shown under the ad	A single form, opened after a tap.	A row of three or more cards, each with an item, a price, and a from/up to qualifier.
Where a click on it goes	Nowhere external - it opens the form in place.	Each card links to that specific item's own page.
What it pre-qualifies	Nothing before submission - anyone can fill it in.	Budget fit - people who balk at the price simply don't click through.
Data freshness risk	Low - the form fields are fixed by you and don't depend on external data.	High - prices don't sync automatically with your site, so they drift out of date and can trigger disapproval.
Conversion definition	The form submission itself.	Whatever happens on the linked page after the click - it's not a conversion by itself.
Best suited offer type	A service or inquiry where the real answer needs a conversation.	Multiple products, tiers, or packages where price is the deciding factor.
Maintenance	Set up once, then mostly a monitoring task for incoming leads.	Recurring - prices must be kept in sync with reality or the asset misleads and gets flagged.

What actually separates them.

A lead form asset ends the interaction with a submission; a price asset's click is just a click, the real conversion still happens on the linked page.

Price assets pre-qualify by cost - people who see a number they don't like simply don't proceed - while lead form assets pre-qualify nothing unless you add qualifying fields yourself.

Price data goes stale in a way form fields don't, since prices need active upkeep to match your site while form fields are static once published.

Price assets require three or more distinct items to populate the row, while a lead form asset is a single form regardless of how many products or services you offer.

A lead form's conversion is measured directly by Google inside the asset; a price asset's real conversion is measured downstream, wherever your normal site tracking picks it up.

Which one should you use?

Use Lead Form Assets when

The real price depends on details a form or call needs to surface first.
You sell a service, not distinct priced items, so a row of cards doesn't map to your offer.
You'd rather capture contact details than have someone bounce off a number they saw before talking to you.
You want the conversion to happen without anyone leaving the search results.

Use Price Assets when

You have three or more distinct products, tiers, or packages with real starting prices.
Your pricing is competitive and showing it upfront works in your favor rather than scaring people off.
You can commit to keeping the prices synced with what's actually on the linked pages.
You want to pre-filter clicks by budget before they land on your site.

Common questions.

Do price assets show the exact price I'll charge?

They show whatever qualifier and figure you enter - typically a from or up to amount - so they're meant to represent a starting point, not a locked final price. If the real price frequently differs from what's shown, the asset misleads searchers and can be disapproved or simply stop earning impressions.

Can I use price assets for a service business instead of products?

Yes, as long as you can break the service into distinct priced items - packages, tiers, or session types - each with its own page to link to. If your pricing genuinely can't be itemized that way, a lead form or callout asset communicates value better than forcing a price row that doesn't fit.

Why would I use a lead form instead of just linking price assets to a contact page?

Because a price asset's click still requires a page to load and a form or phone number on the other end to actually capture the lead, while a lead form asset skips that step entirely and counts the submission as the conversion. If your contact page is well-built this gap matters less, but on mobile the extra step still costs you some people.

Or stop choosing between them.

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