Lead forms gained lead scoring, so qualifying answers can be flagged on custom questions

Google Ads lead forms added a lead scoring section to custom questions, where advertisers tick which answers qualify a lead for their business. Each question can carry up to 12 answer options, and any of them can be marked as qualifying. Google says the point is to bring in higher-quality leads.

The setting sits under Assets, then Lead form, then Create lead form, then Custom questions: add a question, add its answer options, then mark the qualifying ones. Leads are then managed on the Leads page, part of the lead management tooling Google has been building into the platform, where marking leads qualified or lost feeds downstream quality back into Smart Bidding. Spotted by Hana Kobzova.