Google just handed advertisers a new tool that sits inside the platform they already use every day. The search giant rolled out a built-in lead management dashboard in Google Ads. It targets those running lead form extensions and other Google-hosted forms. No more exporting spreadsheets or juggling third-party CRMs for basic lead tracking. The move comes at a time when performance marketers demand tighter connections between ad spend and actual revenue. Search Engine Land first reported the launch on May 29, 2026. Author Anu Adegbola laid out the core shift. Google now gives advertisers one place to track, qualify, and manage leads while sending quality signals straight back to its Smart Bidding algorithms. Consider the old workflow. A lead lands in a Google form. Someone downloads a CSV. Sales logs it elsewhere. Marketing loses visibility. The new dashboard ends much of that disconnect.…