Lead Routing: From Facebook Ad to First Touch in Minutes

The odds of converting a lead drop sharply in the first hour after they submit a form. A lead routed and touched in minutes outperforms one routed and touched in hours — every time, regardless of script quality.

That means the routing architecture matters more than the message. Get the lead to the right person with the right context fast, and the message has time to work.

A webhook fires the moment the ad lead submits. Make.com ingests it, normalizes the fields, and searches the CRM for an existing contact. New contacts are created; existing ones are updated — no duplicates.

Conditional logic then splits the lead: buyer vs. seller, high vs. low intent, new vs. returning. Each branch triggers a different first-touch sequence — an SMS, an email, a task for a rep — within the same minute.

The first message should acknowledge what the lead asked for, reference the source (the ad they responded to), and offer a single clear next step. Not a pitch — a continuation of the conversation they started.

DND validation runs before any SMS sends. If the lead can't be texted, the flow falls back to email and creates a task for a human follow-up. The automation never silently fails.