This SOP describes how to connect a Google Ads Lead Form asset to Meritto using a webhook, so that leads captured through Google Ads are automatically delivered into Meritto in real time.
Sign in to your Google Ads account and navigate to the campaign that contains your lead form.
[Screenshot placeholder: Google Ads sign-in page]
From the left-hand menu, go to Campaigns > Assets (or open the campaign and locate the Lead Form asset).
[Screenshot placeholder: Campaigns > Assets navigation]
Select the Lead Form asset and click the Pencil (Edit) icon.
[Screenshot placeholder: Lead Form asset row with Edit icon]
Scroll down to Export leads from Google Ads and expand Other data integration options.
[Screenshot placeholder: Export leads section expanded]
Log in to Meritto and navigate to the integration settings where the Google Ads webhook is configured (typically under Settings > Integrations > Google Ads / Webhook Integration).
Locate the Webhook URL and Webhook Key generated for this integration and copy both values. You'll paste these into Google Ads in the next step.
[Screenshot placeholder: Meritto integration settings page showing the Webhook URL and Webhook Key]
Security Note: Keep the Webhook Key confidential — anyone with this key can send lead data into your Meritto account.
Under Lead Delivery Options, select Webhook, then enter the following details:
[Screenshot placeholder: Webhook URL and Key fields]
Note: Copy the Webhook URL and Webhook Key exactly as provided by Meritto — do not add spaces or trailing characters.
Click Send Test Data. Google will send a sample lead to verify the integration.
[Screenshot placeholder: Send Test Data confirmation]
Once the test is successful, verify that the test lead has been received in Meritto.
[Screenshot placeholder: Test lead received in Meritto]
Save the settings once the test data is successfully reflected in the system.
[Screenshot placeholder: Save confirmation]
Within the Google Lead Ads Integration screen (the same screen used for the webhook setup), switch from the Webhook Integration tab to the Field Mapping tab.
Under Campaign Values, confirm or update the default values that will be captured for every lead. If the same fields are also mapped below, the mapped values will override these defaults:
| Field | Parameter | Example |
|---|---|---|
| Lead Source | utm_source | Adwords |
| Lead Medium | utm_medium | LeadAd |
| Lead Campaign | utm_campaign | Summer2025 (if applicable) |
Under Map Lead Fields to Google Lead Form Fields, select the Lead Field(s) from the dropdown on the left, then select the matching Google column_id from the Google Lead Form payload on the right.
Click the + Add Field Mapping link to map additional fields. Use the X icon to remove a mapping row if it was added by mistake. The progress indicator (e.g. "0/1 mapped") in the top-right of this section shows how many fields still need to be mapped.
[Screenshot placeholder: Field Mapping tab — Campaign Values and Lead Field to Google Field mapping]
Once all required fields have been mapped, click Save Mapping in the bottom-right corner to save the field mapping.
Note: Every Lead Field you want synced must have a corresponding Google field mapped — unmapped fields will not be captured, even if a Campaign Value default exists.
Q: Why isn't my test data appearing in Meritto?
A: Re-check the Webhook URL and Key for any typos, and confirm that the Meritto integration is active.
Q: I don't see the Webhook option — why not?
A: The Lead Form asset needs to be fully published or saved at least once before this option becomes available for editing.
Q: What should I do if failures keep happening repeatedly?
A: Contact the Meritto integration team, and include a screenshot of the error along with the campaign ID.
Q: Why does field mapping show 0 mapped fields after I save?
A: Make sure every Lead Field row has both a Lead Field and a Google field selected before clicking Save Mapping. Rows missing either selection won't be counted.