Project
WhatConverts → Salesforce Lead Flow
Paid leads were sitting in one tool while sales waited on manual CRM entry. Built a pipeline so new leads land in Salesforce in seconds, ready to call.
→ Lead capture under 30 seconds, fully automated
Starting point
New leads from ads sat in one tool while sales waited on someone to type them into the CRM.
What I built
Automated handoff into Salesforce with cleanup and routing so leads arrive ready to call.
What changed
Leads land in the CRM fast enough to act on while they’re still hot.
The person who scoped this is the person who built it. Same person on the handoff — that's the trade you make hiring one consultant instead of an agency.
Starting point
Where things stood
WhatConverts captured form fills and phone calls from Google Ads campaigns, but leads had to be manually copied into Salesforce. The process took hours, introduced duplicates, and meant that the team couldn't act on a lead until someone had time to enter it.
Approach
The path we chose
Financial advisors running Google Ads need inbound leads to land in Salesforce fast — before they go cold and before manual data entry introduces errors.
Build
How I built it
- Built a Zapier pipeline that captures leads from WhatConverts the moment a form or call comes in.
- Enriched each lead with AI-powered classification and deduplicated against existing records.
- Created or updated the matching Salesforce record, routed it to the right advisor, and logged attribution data.
The honest part
What made it tricky
The parts that didn't go to plan — and how I worked around them.
- Speed-to-lead is everything for paid inbound, so the pipeline had to move in seconds while still avoiding duplicates.
- Attribution had to survive the handoff so marketing could trust which campaigns were producing.
After launch
What changed
- Inbound leads land in Salesforce enriched and routed in seconds.
- The team acts on inquiries within minutes instead of hours.
- Attribution is clean enough to optimize ad spend by campaign.
Capabilities
What it does
Stack
Tools used
Services
Related services
This project is an example of these lanes — most real work touches more than one.
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