Google Lead Forms allows users to fill out Lead Forms directly without navigating away from the Google Search page. The objective is to reduce friction in lead submission (especially from phone), and these lead forms come with pre-filled information from the Google Account. Google claims that a Lead Form can be filled out in less than 2 clicks or 3-seconds thereby reducing dropouts. You can download your filled out Lead Forms from Google Ads platform periodically, or work with an Omnichannel CRM like Pronnel which supports direct integration and catches the lead every time one is filled out. A word of caution though. Google Lead Forms are only open for Advertisers with an account in good standing and having at least an USD 50,000 Ad spend. Refer Google Documentation for further eligibility details.