Google Ads keeps lead form leads for 60 days, and CSV downloads reach back only 30. How to route leads to your CRM so none disappear.
The short answer
Google Ads keeps lead form submissions for only 60 days, and a manual CSV download only reaches back 30 days, according to Google Ads Help. If nobody exports those leads, they're gone. Set up automatic delivery to your CRM or inbox the same day you launch a lead form, and treat the CSV as a backup, not the plan.
Why lead form leads go missing
You might think every lead from a Google ad lands somewhere safe. With lead form assets, the person fills out the form inside the ad, so the lead sits in Google Ads until you move it. Google's help pages are direct about it: "Leads are only stored for 60 days, so download your leads often" (Google Ads Help).
That creates two easy ways to lose leads:
The 30-day CSV gap. A CSV export covers only the last 30 days, even though Google stores 60. If you only download once a month, a missed export can cost you leads.
The access gap. Google says downloading leads requires "Standard" or "Admin" access. A manager account can download a client's leads only if the client account grants ownership (Google Ads Help). The person checking the account may not be able to pull the leads at all.
Your delivery options
Google lists five ways to receive lead form leads:
CSV download from the Assets page. Manual, last 30 days only.
Email notifications, one email per lead, set up in the form's "Notifications" section.
Webhook to your CRM, written yourself or through a third-party provider.
Zapier, a paid service that connects Google Ads to your CRM.
Google Ads API, which can pull up to 60 days of lead data automatically.
A setup checklist for lead teams
These are our practical recommendations, built on Google's documentation:
Pick an automatic route before launch. A webhook sends leads straight to your CRM, and Google says Zapier sends new leads in near real time (Google Ads Help). Email notifications are the simplest fallback.
Test it. Google suggests setting up a campaign with a small budget, adding the webhook URL and key, and confirming your CRM handles the leads correctly before you scale.
Dedupe on lead_id. Google says a single lead may be delivered more than once and recommends using lead_id to remove duplicates.
Check access. Make sure the person responsible for leads has Standard or Admin access to the right account.
Schedule a backup CSV. Download at least weekly so the 30-day window never runs out.
Google Ads stores lead form leads for 60 days and lets you download only the last 30 by CSV. Connect the form to your CRM or email before launch, test it, dedupe on lead_id, and keep a weekly backup export.