What to Ask on a Home Service Quote Form
Short answer. For HVAC, plumbing, or roofing, a short first form asks for name, phone, city or ZIP, what is wrong, and when they need someone. That list is shop practice, not a Google rule. A dental office should not ask for medical detail, an insurance member ID, or a date of birth on the first form. Put a privacy line next to the button.
What should a trade form ask first?
Keep the first form short enough for a phone. For heating and air, plumbing, and roofing, five items are enough: name, phone, city or ZIP, what is wrong, and when they need someone.
Name and phone tell you who to call. City or ZIP tells you whether the job is in the area you cover. “What is wrong” separates a no-cool call from a leak or a missing shingle without making the person write a report. “When they need someone” tells you if they hope it is soon. You still decide whether you can go. The form does not book the truck.
This is practice for a form you control. Google’s About lead form assets page does not publish this question list.
What should you leave for the phone call?
Leave photos and an exact budget for the call. A blurry picture does not price a roof, and a budget typed in a box is often a hope, not a scope. Ask them to have a photo ready when you talk. You do not need it before you know the city and the problem.
Skip model numbers on the first screen. A long form does not prove the lead is serious. Do not ask for a price you have not diagnosed. No price and no conversion rate are stated here.
What should a dental office leave off?
Do not ask for medical detail, an insurance member ID, or a date of birth on the first form. The desk does not need those to call back about a cleaning, a broken tooth, or a new patient. Name, phone, and the visit in plain words are enough. City matters if you only see certain towns. The plan name can wait for the call.
The lead form requirements page says advertisements for healthcare-related content are not allowed for lead forms. A dental office should read that line before planning a form inside the ad. The questions here are practice for a form you host. They are not a workaround for that policy, and they are not a claim that a dental ad will be approved.
Where does the privacy line go?
On a form you control, put a privacy line next to the button. Before they tap send, they should see that you will use the details to reply, plus a link to your privacy policy. Do not hide the line in the footer.
That placement is shop practice. It is separate from Google’s lead form. When you create a lead form asset, you must provide a privacy-policy URL, and Google shows that policy at the end of the form. You still need a real policy page.
Is any of this a Google Ads rule?
No. The About page explains the form inside the ad. It does not tell a shop which questions to ask. If a detail is wrong for your company, change the form.
If you also use a lead form asset, the real requirements are a compliance history, an eligible vertical, and a privacy-policy URL on the simple Search path. The extra spend bar does not apply to every lead form, and it is not a rule about questions. See how to add a lead form to a Google ad.
What if you only get one extra question?
Use it to qualify the job. On a trade form you control, one useful extra is the kind of work if “what is wrong” is too open: no heat, active leak, or roof replacement. Ask one. Do not stack filters because a longer form is supposed to “work better.” No such result is claimed here.
The same idea is in how to get fewer junk leads from Google. Where the form lives is in quote form on your website or inside the ad.
What should you not collect just in case?
Do not collect a full card number or a medical history to produce a quote. Do not make a photo upload required before you know the address is one you serve. Say, near the button, that you will contact them about this request.
Do not promise a price or a same-day slot unless that promise is true today. The page after they send the form is in what the page should say after a form is sent.
FAQ
Should the form require a street address?
City or ZIP is enough at first. Ask for the street on the call, once you know you cover the job.
Can a dental form ask which insurance they have?
Talk about the plan on the call. Do not collect member ID, medical detail, or date of birth on the first form.
Should HVAC or roofing require a photo?
No. Leave photos for the call. A required upload stops people who would have sent a name and phone.
Does Google set a maximum number of fields?
Not in this list. These questions are practice. Do not treat a blog’s field count as a Google limit.
Sources
https://support.google.com/google-ads/answer/9423234 https://support.google.com/adspolicy/answer/9472930
