Typeform vs. Google Forms vs. Paperform

/ product / 12 min read
Laura Wilson

Table of Contents

Whether you’re a tech giant conducting comprehensive market research or a small business onboarding new clients, web forms are an essential part of collecting data.

But choosing a form builder can be like choosing a favourite Nicolas Cage movie—there’s so many options that it’s tough to settle on just one.

We know how difficult finding the right tool can be. That’s why, in this article, we’ll compare and contrast three of the leading solutions on the market: Typeform, Google Forms and Paperform.

Quick Feature Comparison

Just as there’s no consensus on what the best Nicolas Cage movie is (around here we’re fans of Face Off), there’s not really a definitive “best” form builder. Different needs require different solutions.

After conversational forms that ask one question at a time and look snazzy? Typeform is great (though you can do that with Paperform's Guided mode). Want something free and basic? Google Forms is probably the right option.

Then there’s Paperform, a more versatile solution that makes it easy to build beautiful forms, surveys, questionnaires and landing pages that reflect your brand. Affordably priced, chock full of features and able to take payments, it’s the most comprehensive option of the bunch.
Typeform Google Forms Paperform
Best For Creating surveys and questionnaires that display one question at a time. Creating basic online forms for free. Creating fast, versatile, and visually beautiful forms, surveys, and questionnaires of all kinds.
GetApp Rating 4.7 4.7 4.9
GetApp Customer Support Rating 4.4 4.3 4.9
Export Results To CSV Yes Yes Yes
Custom Fonts Yes Yes Yes
Custom Colours Yes Yes Yes
Custom HTML No Yes Yes
Custom CSS No Yes Yes
Insert Images & Videos Yes Yes Yes
Access Partial Form Submissions No Yes Yes
Automated Emails Yes Yes Yes
Question Logic Yes Yes Yes
Multi-page Forms Yes Yes Yes
Payment Collection Yes No Yes
Google Pay Integration No No Yes
Automated Tax No No Yes
Coupon Fields No Yes Yes
Webhooks Yes Yes Yes
Automatic Save & Resume For Responses No Yes Yes
URL Customization Yes Yes Yes
Custom Domain No Yes Yes

There are a few notable things to point out here. In terms of customisation, Google Forms is extremely limited—and you can’t collect payments. While Typeform doesn’t automatically save responses or allow you to view partial submissions, which is less than ideal for respondents or your data collection efforts.

You’ll notice that Paperform ticks all the boxes. No biggie. Where we stand out, in particular, is with our customisation features. We make it easy for you to make forms that feel truly yours by adding images, videos and GIFS, tweaking fonts, changing colours and even adding your own custom HTML and CSS.

📚 Learn how to add visuals with Paperform's Unsplash and GIPHY integrations.

Quick Pricing Comparison

All three form builders have different pricing strategies. Google Forms is free, which is why it’s pretty feature light. All you need is a Google account and you can create unlimited surveys with unlimited questions and respondents.

In contrast, Typeform offers a hybrid free and premium model. Though it’s best to view their free version as an extended trial—you only get 10 questions per form and are limited to collecting 10 responses across all forms you create.

At Paperform we don’t offer a free version. Why? Because we want to focus on giving all users the tools they need to create solutions to their needs at a competitive price. Our Essentials plan is nearly half the cost of Typeform’s cheapest option, with a much more feature-rich experience.

Typeform Google Forms Paperform
Free trial Yes N/A Yes
Free version with limited features Yes N/A No
Starting price/month (billed monthly) $29 Free $15
Starting price/month (billed annually) $25 Free $12.50

Ease Of Use


Screenshot of Typeform form editorImage Source: Typeform

Apart from its emphasis on beautiful design, Typeform’s simple interface is its greatest strength. It’s not quite as simple as Paperform’s free-text editor, but if you’ve ever created a PowerPoint presentation, you’ll get the hang of the UI pretty quickly.

When starting out, a quick tutorial draws your attention to key features. This does a good job of getting you situated—after that it’s up to you. Overall, adding questions is simple, but the more questions you add, the more difficult it is to keep track of them.

Conditional logic (including skip logic and logic jumps) are available on all plans. In theory this helps you create engaging experiences that adapt to your respondents answers, however the implementation here is less than intuitive.

There’s no doubt that using Typeform is a smooth experience. But the ease of use is somewhat hampered by a few little things and not helped by a lack of customer support. The help centre is useful, but it would be nice if there was a support team around to answer questions in a more personal way (like Paperform).

Google Forms

Screenshot of Google Forms editorImage Source: Google Forms

Like the entire G Suite, Google Forms prioritises a clean, simple (and free) experience that can be used by anyone. If you want to create basic forms without having to pay, it’s your best option.

Google Forms has a minimalist interface that makes it easy to add survey questions, edit them to your liking and make minor customisations. From the sidebar you add questions, images or text. Media embeds look a bit awkward, but they work well enough.

You’ll notice Google Forms used a lot online for job application forms. This is mainly because it’s free but also because it supports file uploads. Applicants can upload their resumes or portfolios with Microsoft Word and Google Docs, as well as PDFs.

Don’t expect the level of polish that you will get from premium form builders like Paperform and Typeform. It’s a no-frills experience that offers a decent selection of question types and by and large, just works.

There is one frequent complaint that pops up: Google Forms doesn’t display well on mobile. If this is going to be an issue for your workflow, you’ll be better off with another survey software.


Screenshot of Paperform form editor

Paperform’s free-text interface makes it easy to create beautiful forms in minutes. It works like a doc, meaning if you’ve ever used Microsoft Word or Google Docs, you can use our tools without any hassle.

Just type anywhere to add questions, embed images, videos and GIFs, or insert products. With our handy slash commands your fingers don’t even have to leave your keyboard. Once all your questions are added, tweak settings or add logic from contextual menus that appear right when you need them.

From the top menu you can view your form or adjust your theme. Adjust colours, change fonts and even make changes to the UI. With Paperform it’s easy to build a form that is completely unique to your brand.

Whether you need a simple NPS survey or a dedicated event registration page to take bookings and accept payments, Paperform has all your needs covered. Plus you don’t need a degree to use our advanced features like calculations and custom pricing.

At any time, you can switch between a standard form or Guided Mode, which is a more intimate, one question at a time experience great for mobile-friendly surveys and quizzes. Want to accept payments? Just connect your favourite payment gateway and watch the cash start flowing.

📚 Learn about how Paperform compares to survey builders like SurveyMonkey and Qualtrics.

We know you use a whole collection of tools to run your business. That’s why we offer 3,000+ direct and Zapier integrations so you can connect to your favourite apps. Use email marketing automations with Mailchimp, export to Google Sheets or send client data to HubSpot—there’s no limit to what you can achieve.



screenshot of Typeform template pageImage Source: Typeform

Typeform’s library features a touch over 70 templates. Each comes pre-filled with relevant questions and well-designed themes. They really speed up the process of making your own forms and surveys.

The library is split into categories based on your business needs (e.g. marketing, human resources and customer success) as well as form types (e.g. questionnaires, polls and surveys). It’s simple to navigate and applying a template is just a matter of clicking the “Try It” button.

Each template shows whether it’s available on your plan, how many questions it has and even gives an estimate of how long it would take respondents to answer. This is useful information, however it’s a shame that less than 20 templates are available on the free plan.

It’s also important to note that while the templates are definitely aesthetically pleasing, they all share the same uniform look. That’s because whether you’re making contact forms or an online survey, Typeforms all tend to look the same.

Google Forms

screenshot of Google Forms template pageImage Source: Google Forms

With just 22 templates, Google Forms falls well short of both Paperform and Typeform. It also has few customisation options—you’re limited to adjusting the background colour, the banner image and choosing from a small selection of fonts.

What do you expect? It’s a free service. Google Forms’ templates may not reinvent the wheel, but they do the job. The upside is that each template is pre-filled with relevant question types, so if you’re building a contact form for example, it’ll automatically have what you need.


screenshot of Paperform's template page

Paperform has a library of over 500+ expert-designed templates for every possible need. This number dwarfs Typeform’s library but numbers aren’t everything. Each template's form design looks unique and fit for a specific use case.

Need a simple registration form? Customer survey tools? A dedicated mobile app for your cafe orders? There’s a custom template for all these and more. The library is sorted by industry and type, so you’ll have no trouble finding exactly what you need.

Once you’ve found your ideal template it’s easy to make it yours. Use the pre-filled questions as a guide, then insert a logo, customise the colour palette and add or remove questions with ease. Unlike Typeform there’s no uniform appearance—how your forms look are up to you.

All our templates are mobile optimised too, meaning they’ll look fantastic whether you choose to embed them on WordPress, post them on social media or host them with us. Plus, our library is updated weekly, so keep an eye out for new additions.

Accepting Payments


screenshot of Typeform payment pageImage Source: Typeform

Typeform does allow you to take payments. There are just two pretty big caveats: you can only use Stripe, and payments are only available with one of their paid plans, starting at $35/month.

Now there’s nothing wrong with Stripe—millions of individuals and businesses use it as a secure payment processor. But it does limit you to one avenue for accepting payments (one that takes 2.9% and 30 cents of every sale you make).

The one question at a time experience that works so well for surveys, doesn’t quite work when it comes to purchasing. There’s no built-in functionality to allow people to purchase multiple items on a single page, and customers have to go through multiple screens to complete the process.

While filling in a simple payment field we had to go through a whopping eight pages to get to the final payment. Did someone say friction?

Google Forms

screenshot of Google Forms order request pageImage Source: Google Forms

Google Forms doesn’t allow users to collect payments. Again, this is down to it being a free app that’s limited when it comes to advanced features, though it would’ve been nice if it at least had an integration with Google Pay.

If you really want to collect payments with Google Forms there is a workaround of sorts. You can link a URL and send respondents to an external site like PayPal.


Screenshot of Paperform payment page

Unlike Typeform, Paperform doesn’t limit you to one provider. We allow you to make the best choice for your business, with support for over 25 leading payment gateways including PayPal, Stripe, Braintree and Square.

Every gateway offers something different. You may have an existing account, or want to select the one with the lowest fees or best links with your POS system. No matter what solution you choose, Paperform doesn’t take any commission or extra fee. Your money is just that: yours.

Paperform goes beyond just allowing you to accept payments. You can use custom pricing rules to automatically calculate shipping costs, discount products or implement taxes. It’s even possible to set up subscriptions, generate receipts and PDF invoices—all from a single dashboard. Not bad for a “form builder”.

Paperform payments aren’t locked behind higher pricing tiers either. They're available on our Essentials plan which costs $15/month ($20 less than Typeform’s cheapest plan) and offers unlimited responses, forms and advanced payment features including the ability to create your own eCommerce store.

📚 Check out our comprehensive guide to selling online in 2021

Form Analytics


Screenshot of Typeform analytics pageImage Source: Typeform

Not sure what to do once you’ve collected your responses? Analytics help you view and, well, analyse the results of your form. Typeform provides solid analytics on who has viewed and submitted responses to your form, as well as more granular numbers like completion rate and average completion time.

While you can see drop-off points (where respondents decided they had something better to do), you’re unable to view partial submissions. This is a bit of a misstep as it gives you an idea as to the reasons behind drop-offs so you can fix whatever is causing it.

Typeform also offers Zapier integration so you can send your data to third-party apps for further analysis.

Google Forms

Screenshot of Google Forms analyticsImage Source: Google Forms

Google Forms is all about simple data collection. It falls well short when it comes to actually analysing said data, which after all is usually the point of forms and surveys.

So what options do you have? You can look at responses individually or get a summary of results, with automatically generated graphs and pie charts displaying the data. Admittedly these are quite helpful, though offer only shallow insights into responses.

Of course, it wouldn’t be Google if it didn’t integrate with other G Suite products. You can export results to Google Sheets to really crunch the numbers, though you can do this with Paperform and Typeform, so it’s not exactly a killer feature.


Screenshot of Paperform analytics

At Paperform we understand the work doesn’t end when someone submits a form. With native Paperform Analytics you can analyse survey responses to learn more about customer behaviour, boost conversions and improve your response rates—all from your dashboard.

Easily view crucial data like form views, incomplete submissions and completion rates, as well as the number of sales and drop-off questions. All stats are updated in real-time, meaning you always stay up to date. Unlike Typeform, you can also view partial submissions.

Want to use your own analysis tools? Go for it. With one click you can export your data to CSV for import into your spreadsheet program of choice. Alternatively, take advantage of our more than 3,000+ Direct and Zapier integrations to send your data wherever you need it, from Notion to your company CRM.

Made Up Your Mind?

Typeform, Google Forms and Paperform are all excellent form builders. Which one is best? Well that would be a much shorter article (we’d say Paperform, obviously) and it’s not precisely what we’re here to answer.

We want to help you decide which one is right for your needs. Typeform lets you make attractive conversational surveys, Google Forms is great for saving a buck, and Paperform is the easiest way to make beautiful branded online forms without breaking the bank.

Don’t just take our word for it though. Why not start by taking advantage of our 14-day free trial? There’s no credit card required, because we know you’ll love what you see.

About the author
Laura Wilson
Laura is a Content Writer at Paperform. She writes from rural Australia with pets who really want to attend virtual meetings. She dreams of writing as fearlessly as the Fast and Furious writers do.

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