Ad-to-CRM Lead Routing Pipeline
Every lead form from Meta and Google Ads lands in the CRM enriched, de-duplicated, scored and assigned — in under two seconds.
< 2s
Lead delivery
−81%
SLA breaches
−94%
Duplicate leads
40+
Campaigns tracked
The problem
Lead-form leads sat in ad platforms for hours, arrived without campaign context, and got assigned by whoever noticed first.
What I built
A real-time pipeline that ingests lead-gen webhooks, enriches them, carries the campaign/adset/creative through to the CRM, scores them, assigns by round-robin with SLA timers, and shouts in Slack when an SLA is about to breach.
Architecture
5 stages- 1
Meta / Google lead webhooks → normalised lead schema
- 2
Enrichment + de-duplication against the CRM
- 3
Campaign, adset and creative IDs preserved end-to-end
- 4
Round-robin assignment with fairness + SLA timers
- 5
Slack alert when a lead is untouched past SLA
Stack
Got a process like this eating your team's week? Let's kill it.