A Google Form will always look like Google.
Your feedback deserves more.
Switch from Google Forms to SmartSurvey
Lose the Google footer, keep your brand
Google stamps its footer and a forms.gle link you can't remove. Brand surveys with your logo, colours and themes.
Build the logic Google Forms can’t
Google branches by section with no piping. Get display logic, piping, carry-forward and validation as standard.
Get answers without a spreadsheet
Google gives you a summary page, then Sheets. Get filtering, cross-tabs, dashboards and AI sentiment in the platform.
Built to support any type of programme
One platform for collecting feedback and uncovering insights, not a form plus a folder of add-ons.
Google Forms comes up short after basic forms
| Feature | SmartSurvey | Google Forms |
|---|---|---|
| Custom branding and domain |  |
 |
| Auto-translate surveys and responses with AI | |
|
| Dashboards | |
|
| Reputation Management | |
|
| SMS and offline / kiosk collection | |
|
| UK phone and chat support | |
|
| Question types | 24+ including sliders, matrix and ranking | 12 |
| Survey logic (display logic, piping, branching) | All plans, all question types |
Section branching on multiple choice, checkbox and dropdown only |
| In-platform analysis (filtering, cross-tabs) | |
Summary page only, export to Sheets for more |
| UK data hosting | |
US or EU only, UK needs an Enterprise Plus add-on |
| Export formats | Excel, CSV, TSV, SPSS, PDF, Word | CSV and Google Sheets |
| Best for | Surveys and always-on feedback programmes | Basic forms |
Use a tool built for running feedback programmes
You started with a quick form. Now the survey matters, and Google Forms keeps hitting a ceiling. Here is where SmartSurvey picks up.
Brand it as yours, not Google’s
Apply your logo, colours and themes on any plan, and your own domain on Scale, where Google stamps its forms.gle footer.
Personalise the path with real logic
Use display logic, piping, carry-forward and validation, where Google branches by section with no piping.
Reach for the question types research needs
Go beyond Google's twelve with sliders, matrix grids, ranking and weighted scoring for proper assessments.
Get to the answer without a spreadsheet
SmartSurvey turns responses into insight in the platform, where Google hands you a summary page and Sheets.
Detect sentiment and themes automatically
AI sorts open text into positive, negative and neutral in seconds, across languages. Google's Gemini summaries need Business Standard or higher to appear at all.
Slice the data without exporting it
Filter, cross-tabulate and build live dashboards inside SmartSurvey. Google Forms makes you export to Sheets, then build dashboards in Looker Studio, for anything real.
Hand every stakeholder the right format
Export to Excel, CSV, TSV, SPSS, PDF and Word, or share a live link. Google Forms gives you CSV and a linked Sheet, with no SPSS.
For feedback that’s becoming a programme
Once feedback drives decisions, collecting it is only half the job.
Run feedback as a programme, not a one-off form
Where Google shares a link, SmartSurvey reaches an audience, chases the silent ones, and collects offline.
Collect across every channel, online and off
Add SMS, offline and kiosk collection methods to your email, QR and web embeds. Google will always need an internet connection.
Collect in any language, analyse in one
Auto-translate surveys into 54+ languages and translate responses back into yours, where Google Forms translates nothing back.
Chase non-responders and prove what worked
Send branded email invitations with open, click and channel tracking, where Google gives you no delivery analytics.
Turn critical responses into action you can prove
A bad score in Google Forms sits in a spreadsheet. In SmartSurvey it becomes a case someone owns.
Alert the right person the moment it matters
Trigger an email when a score drops or a critical answer lands, where Google needs Apps Script or an add-on.
Assign, track and close the loop
Create a case from any response, set an owner and due date, and track to resolution, where Google has none.
Show the journey from feedback to fix
Report on resolution rates and response times with a full audit trail. Google Forms collects the feedback, then leaves the acting to you.
Don’t just take our word for it
“SmartSurvey is a great platform for research surveys. It’s easy to choose the question formats and editing and the resulting generated graphs and diagrams and super useful for reports. Highly recommend!”
(Trustpilot review)
“Smartsurvey helps collect and summarise data in ways which would take ages using spreadsheets or other types of product. It is an invaluable tool!”
(Verified G2 Review)
“There is no better tool I have used than SmartSurvey for business surveys. It offers what business needs and more and has been very instrumental to our business.”
(Verified G2 Review)
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Frequently asked questions
Choose SmartSurvey when feedback is more than a quick internal form. You get advanced survey logic, your own branding, multi-channel distribution, analysis without exporting to a spreadsheet, and a way to act on responses, all in one platform. Google Forms is fine for simple forms and quizzes. SmartSurvey is built for feedback you collect, analyse and act on.
Google Forms is free the way a notepad is free next to a word processor: ideal for simple notes, limited beyond that. The moment you need branded surveys, real logic, dashboards, SMS or offline collection, Forms can't do it, and the Gemini AI it markets needs Business Standard or higher. You can get started with SmartSurvey with a Growth trial or with our Basic plan which is free forever. Our paid plans start at £70/month (annual discount) and includes capabilities Google Forms doesn't offer on any tier.
Yes. SmartSurvey exports to Excel, offers a full REST API and webhooks, and integrates with Power BI, Slack, Teams, Salesforce, HubSpot and more, so results flow into the tools you already use. What you gain is everything Forms leaves out once the data lands: real logic, your own branding, in-platform analysis, and action management. If a live Google Sheets pipeline is central to your workflow, that is genuinely smooth in Google and worth weighing.
Yes. Embed surveys into your website and apps, sync contacts with Salesforce or HubSpot, push data into Power BI for reporting, and connect to Teams, Slack, Monday.com, Zapier and more. For anything custom, SmartSurvey offers a full REST API and webhooks.
Yes. SmartSurvey is ISO27001 certified and Cyber Essentials Plus accredited, with NHS DSPT compliance and GDPR built in. Data is encrypted in transit with TLS and at rest with AES, and stored in UK data centres as standard on every plan. Google Forms stores data in the US or EU by default, and UK-only residency needs an Enterprise Plus add-on.
Yes. You can get started for free, with no contract and no card required, and build your first survey in minutes. When you're ready, explore the paid plans or book a demo to see SmartSurvey against your own use case.
You can start for free. Our Basic plan is free forever and perfect for collecting responses quickly, but it is limited on volume and the more advanced features. When you need more, paid self-serve plans start at £70 a month (annual discount) for Advanced and £100 (annual discount) for Growth with response allowances and features published so you can compare before you commit. Larger Scale and programme plans are tailored to what you need. See full details on our pricing page.
Start collecting feedback worth acting on
