Here’s Our Honest Review of Google Forms vs Jotform (vs Growform)

Quick Summary

We tested Google Forms, Jotform, and Growform across speed, customisation, and lead-gen features. Read on for our full breakdown of which tool performs best for high-converting forms. For more tips on building forms that convert, visit our blog.

Google Forms vs Jotform: Which One Is Built to Convert?

Google Forms and Jotform are both widely used form builders, but they’re built for different types of users and goals. 

If you’re trying to decide which one is right for your business, it comes down to what you need most: simplicity, flexibility, or performance. From basic surveys to more advanced lead capture workflows, understanding the key differences can help you pick the tool that fits.

In this Growform article, we’ll compare Google Forms and Jotform to see where each tool excels, where they fall short, and which is better if you want high-converting forms.

Why Listen to Us?

At Growform, we specialize in high-converting multi-step forms built for lead generation. Our platform is trusted by marketing agencies, PPC teams, and growth-focused businesses who need forms that do more than just collect data. We know what works, what causes drop-offs, and where general-purpose form builders fall short. This review is based on real user feedback and hands-on experience turning traffic into qualified leads.

Google Forms vs Jotform: Quick Comparison

Let’s begin by addressing the elephant in the room: should you go for Google Forms or Jotform? 

Well, both tools are solid for data collection, but they serve different needs.

• Choose Google Forms if you need a quick, no-cost way to collect basic info. It’s perfect for internal use, school projects, surveys, or simple workflows, especially if you’re already using Google Workspace.
  
• Choose Jotform if you want more control over design, logic, and integrations. It’s better suited for client onboarding, applications, and more complex business use cases.

Here’s a quick look at how Google Forms and Jotform stack up against each other;

Feature	Google Forms	Jotform
Pricing	Completely free to use	Free plan available; advanced features on paid plans starting from $39/month
Ease of Use	Extremely easy, especially for Google Workspace users	Easy with more features; drag-and-drop builder with more customization
Templates	Very few templates are available	Thousands of templates for different use cases
Design & Branding	Limited design options, no custom branding	Offers custom branding and design control (on paid plans)
Conditional Logic	Basic section logic only	Supports advanced conditional logic for complex workflows
Integrations	Limited; requires third-party tools for CRM, email, or pixel tracking	Native integrations with CRMs, payment processors, and marketing tools

And if you need a tool that strikes a fine balance between both, that’s where Growform comes in. We’ll get into this in a minute. 

But for now, let’s see what Google Forms and Jotform have to offer in detail. First…

What is Google Forms?

Google Forms is a lightweight, free form builder that’s part of the Google Workspace ecosystem. It’s best suited for simple surveys, internal requests, and educational quizzes that don’t require advanced customization.

Because it’s part of the Google Workspace suite, it’s easily accessible to anyone with a Google account. Its simplicity makes it a popular choice for individuals and teams who need to gather information quickly and organize it efficiently.

Key Features

• Basic Logic Branching: Show or skip sections based on previous answers using built-in conditional rules.
• Google Sheets Integration: Automatically sync responses to a connected spreadsheet saved in your Google Drive for easy data analysis and sharing.
• Custom Themes and Branding: Customize each form with header images, theme colors, and background colors.
• Autosave & Cloud Storage: Changes are saved automatically and stored securely in your Google Drive.
• Unlimited Responses: Collect unlimited submissions with no monthly limits or caps on form usage.

Pricing

Google Forms is free for anyone with a Google account. If you need additional admin controls, advanced sharing permissions, or compliance features, those are included in paid Google Workspace subscriptions. 

Pros

• Google Forms is free to use for anyone with a Google account.
• It supports multiple question types with custom answer fields for each type
• It is very easy to set up, even for beginners.
• Responses are automatically stored and organized in Google Sheets.

Cons

• Very limited design customization options
• Only supports basic conditional logic via section branching
• No built-in pixel tracking, UTM capture, or marketing attribution tools
• Lack of integration with existing workflow tools 

What Is Jotform?

Jotform is an online form builder that helps individuals and teams create forms for a wide range of business and organizational needs. It supports use cases like client onboarding, lead capture, event registrations, and workflow management across various industries.

It’s a flexible form builder that supports both simple and complex requirements. It’s used by teams who need a balance between functionality and presentation, without needing to write any code. 

Key Features

• Smart Logic Controls: Personalize user experience by conditionally displaying fields, pages, or follow-up actions.
• Flexible Branding Tools: Modify colors, fonts, and logos to keep forms aligned with your brand.
• Massive Template Library: Choose from over 10,000 templates tailored for industries like healthcare, education, and real estate.
• Built-In Form Analytics: Monitor submissions, view rates, and completion metrics to assess performance over time.

Pricing

• Starter (Free): Includes 5 forms, 100 submissions/month, 100 MB storage, Jotform branding.
• Bronze ($39/month): Offers 25 forms, 1,000 submissions, 1 GB storage, no branding.
• Silver ($49/month): Offers 50 forms, 2,500 submissions, 10 GB storage, advanced features, and 3 users.
• Gold ($129/month): Offers 100 forms, 10,000 submissions, 100 GB storage, HIPAA compliance, and 5 users.
• Enterprise (Custom pricing): Provides unlimited forms, submissions, storage, users; includes SSO, custom domains, white-labeling.

Pros

• The large template library helps you build forms quickly without starting from scratch.
• It integrates with tools like Salesforce, HubSpot, and Airtable to streamline your workflow.
• Conditional logic lets you control which fields or pages appear based on user input.
• You can collect files through your forms, like documents, images, or applications.

Cons

• Jotform’s feature set doesn’t fully focus on lead generation
• The free plan includes Jotform branding, which can make forms appear less professional
• Form loading speed may vary depending on the complexity of logic and embedded content
• All paid plans have a form limit, forcing you to upgrade to an enterprise plan if you need to create more than 100 forms.

Meet Growform: A Lead Generation-Focused Alternative 

Growform is a multi-step form builder designed specifically for lead generation.

Unlike Google Forms or Jotform (trying to wear several hats), Growform is tailor-made to help marketers capture, qualify, and convert high-intent leads.

Our multi-step forms create a seamless experience for users, reducing drop-offs and increasing completion rates. 

You can easily setup UTM tracking, pixel firing, and lead verification without complex processes. You also get better-qualified leads into your funnel, and a form experience designed to boost conversions from the start. 

Key Features

• Multi-Step Forms by Default: All forms are built as multi-step experiences, helping reduce drop-offs and improve completion rates.
• Advanced Conditional Logic: Growform supports “and/or” logic to personalize the form journey based on each user’s input.
• Hidden Fields & UTM Capture: Capture UTM parameters, referral data, and hidden fields automatically for better attribution and analytics.
• Built-In Pixel Firing: Fire ad tracking pixels (like Facebook or Google Ads) the moment a form is submitted.
• Instant Lead Notifications: Get real-time alerts via SMS or email as soon as a lead comes in, so you can follow up immediately.
• Conversion-Optimized Templates: Choose from 100+ psychologically-backed templates, optimized for lead gen in industries like fintech, real estate, and SaaS.
• Conversion-Focused Fields: Use advanced field types like address lookup, validation, progress bars, and custom buttons to enrich your data.
• Custom Styling & CSS Support: Gain more control over fonts, buttons, colors, and full CSS customization for your forms when needed.
• Seamless Integrations: Integrate with over 5,000 apps using Zapier, or use webhooks and email integrations for a tailored workflow.
• Calculations: Perform calculations within your form and display results later based on user input.
• Buttons for Quick Selection: Add buttons instead of dropdowns or radio fields to make selections faster and more intuitive.

Pricing

• Basic ($59/month): Perfect for getting started. Includes core features like multi-step forms, UTM tracking, and conditional logic.
• Professional ($99/month): Designed for growing teams. Supports higher lead volumes and unlocks more customization and performance tools.
• Scale ($159/month): Built for marketers running high-volume campaigns. Includes advanced tracking, faster load times, and expanded limits..
• Custom (Contact for pricing): Tailored for enterprise teams. Offers custom domains, large lead capacity, premium support, and integrations like TrustedForm and DataSoap.

All plans include unlimited forms and a 14-day free trial with no credit card required.

Pros

• Multi-step default format reduces drop-offs and boosts conversions.
• The platform is easy to use, with no coding needed, even for advanced logic and tracking.
• Growform is designed for lead generation, not just basic data collection.
• Templates are designed using proven conversion principles to help you launch faster and convert easily
• You can build unlimited forms and use unlimited fields, even on the basic plan.
• Forms are mobile-friendly and fully responsive, ensuring a smooth user experience on any device.

Cons

• Analytics and A/B testing features are still in development

Feature Comparison: Google Forms vs Jotform vs Growform

Feature	Google Forms	Jotform	Growform
Multi-Step Forms	⚠️ Available only through section or page breaks	⚠️ Available, but requires manual setup	✅ Multi-step forms by default
Conditional Logic	✅ Basic section branching	✅ Field- and page-level logic on all plans	✅ Advanced “and/or” logic on all plans
Form Templates	✅ Basic templates	✅ Multiple general-use templates	✅ 100+ psychology-based lead-gen templates
Pricing Simplicity	✅ Free to use as part of the Google Workspace	⚠️ Multiple tiers with limits on forms, submissions, and storage on all plans	✅ Fewer plans with unlimited forms on every plan
Brand Customization	❌ Minimal customization options	✅ Logos, fonts, and themes (some paid)	✅ Full design control with custom CSS
Embedding Options	✅ Basic embed or share links	✅ Basic embed or share links	✅ Fast-loading, lightweight embed for any site
UTM & Hidden Field Tracking	❌ Manual workarounds	⚠️ Supports manual UTM tracking, requires hidden fields setup, and often external tools	✅ Native UTM, source, and hidden field capture
Pixel Firing (e.g., FB, GA)	❌ Not supported	⚠️ Needs external tools	✅ Native pixel/tag support for ad platforms
Lead Verification Tools	❌ Not available	✅ Email and phone number validation	✅ Email and phone number validation
CRM & Tool Integrations	✅ Google Sheets + Workspace add-ons	✅ Zapier + native CRM/payment integrations	✅ 5000+ tools via Zapier and native integrations

Why Do People Choose Growform?

Built For Lead Generation

While other tools focus on surveys or general-purpose forms, Growform is optimized for capturing, qualifying, and converting high-intent leads. Every feature is geared toward improving conversion rates and campaign performance. This makes it a go-to choice for teams that rely heavily on lead gen funnels.

Easy to Use, No Coding Required

Growform’s no-code builder allows you to create powerful, logic-driven forms without technical skills. Even features like conditional branching, UTM tracking, and lead notifications can be configured in just a few clicks. So you spend less time learning tools and more time generating results.

Unlimited Forms, Even on Entry Plans

Many form builders limit how much form you can build unless you upgrade. With Growform, you can create as many forms as you need, even on the basic plan. This makes Growform useful for teams running multiple campaigns or testing different lead generation strategies. 

Lead Verification Built In

Growform includes built-in tools to help you collect accurate and useful data. Features like field validation check that users enter the right information before submitting. Unlike other platforms that require extra tools or tricky setups, Growform handles it all for you, making it easier to qualify leads right from the start.

Seamless Zapier Integrations

Growform integrates with over 5,000 apps through Zapier, so you can easily connect it to the tools you already use. Whether it’s a CRM, email platform, or ad system, your lead data can flow exactly where it needs to go without any coding.

Start Building High-Converting Forms With Growform

Choosing between Google Forms and Jotform comes down to what you need most. If you’re focused on serious lead generation, both tools fall short. They offer general-purpose features but lack the tracking, logic, and structure needed to turn visitors into leads.

Growform is built for marketers who care about conversions. With multi-step flows, UTM tracking, pixel firing, and smart logic, Growform helps you guide users through optimized journeys that reduce drop-offs and increase form submissions.If better leads and higher ROI are your goals, try Growform free for 14 days, no credit card required.