Q1Short answer · Required
What’s your first name?
Adds a personal transition without increasing the form’s cognitive load.
Inbound routingPaid acquisition
Paid-ad lead qualification
Turn the click into the right next step.
Capture campaign intent, apply your audience boundaries, evaluate readiness, and route each lead without breaking the promise that earned the click.
Best for: Campaign teams that need to separate sales-ready leads from review and nurture paths.
Available on Free. Replace the example questions, policy, outcomes, and destinations before publishing.
Starting qualification policy
Campaign intent → hard boundaries → fit evaluation → next step
- Captures
- Campaign intent, company context, problem, timing, and buying role
- Qualifies
- Audience fit, offer relevance, intent, and readiness
- Routes
- Sales step, campaign review, or the promised resource
What this flow decides
Should this campaign lead move to sales, enter review, or receive the promised resource?
The flow preserves campaign momentum while collecting only the signals that change delivery, ownership, or the next step.
Captures
Campaign intent, company context, problem, timing, and buying role
Qualifies
Audience fit, offer relevance, intent, and readiness
Routes
Sales step, campaign review, or the promised resource
Qualification policy
Make the policy yours before the flow goes live.
The example first routes Just researching responses, by timing or decision role, to nurture. Responses that clear both hard gates continue to contextual campaign-fit evaluation, where uncertain or unsuitable context maps to Needs review.
- 1
Timeline is not Just researching.
- 2
Decision role is not I’m researching.
- 3
The company, selected offer, and problem fit the campaign.
- 4
Contextual fit that does not earn a sales step goes to Needs review.
Questions
See every question and the job it does.
Audit the complete starting blueprint before you copy it. Each rationale explains why the field exists and what decision it supports.
Contact context
Q2Email · Required
Where should we send your recommendation?
Creates the delivery and follow-up channel promised by the campaign.
Q3Short answer · Required
What company do you work for?
Establishes that the response belongs to a business context.
Segment
Q4Single choice · Required
How large is your company?
Adds a lightweight segment signal for routing and follow-up.
Starting choices: Just me, 2–10, 11–50, 51–200, 201+
Campaign intent
Q5Single choice · Required
What brought you here today?
Connects the lead to the specific promise or action that earned the click.
Starting choices: Lead-quality audit, Product demo, Pricing, Campaign assessment, Other
Q6Single choice · Required
What is the main problem you want to solve?
Identifies the problem the respondent wants to solve in a fast, scannable choice.
Starting choices: Too many low-quality leads, Not enough leads, Slow sales follow-up, Poor conversion, Unsure
Readiness
Q7Single choice · Required
When do you want to address this?
Separates near-term action from research without adding a long readiness questionnaire.
Starting choices: Immediately, This quarter, Later, Just researching
Q8Single choice · Required
What role do you have in choosing a solution?
Shows whether the respondent decides, influences, or is gathering information.
Starting choices: I decide, I influence, I’m researching
Logic, outcomes, and destinations
One campaign can end in three honest next steps.
The saved graph keeps the respondent path predictable. Optional AI evaluates only the explicit checkpoint, and the selected fallback ensures the form still completes when AI is unavailable.
AI fit checkpoint
Evaluate the complete response against the campaign’s saved ICP and intent criteria
Where the flow branches
Question path
Contact → company → size → offer → problem → timing → authority
AI fit checkpoint
Evaluate the complete response against the campaign’s saved ICP and intent criteria
Sales-ready route
Open an assessment, calendar, or other high-intent destination
Review or nurture
Send the response to the team or deliver the promised resource
Outcome destinations
Sales ready
Open the sales next step
The response matches the explicit audience boundaries and saved campaign-fit policy.
Needs review
Send to campaign review
The hard requirements pass, but the intent or context needs a person to inspect it.
Nurture
Deliver the promised resource
The response does not match the sales path, so the campaign still honors its promise.
Local policy simulation
Simulate the starting campaign policy.
Choose a representative campaign response to preview the sales, review, and nurture outcomes without creating a lead, sending a webhook, consuming AI, or submitting anything.
Local policy simulation
How should this example campaign response be routed?
Select a representative intent profile. The campaign promise remains useful on every path.
Example response signals
- Company matches the campaign audience
- The offer and problem are relevant
- Timing and buying role support a sales conversation
Sales ready
Open the sales next step
The response matches the audience boundaries and saved campaign-fit policy.
No submission sent. No lead created. No answer stored. No AI used.
Customization
Replace the example policy with the way your team works.
Paid traffic magnifies weak assumptions. Align the form with the exact ad promise, the audience you bought, and the handoff your team can deliver.
- Step 1
Mirror the ad promise
Use the same offer and vocabulary the respondent saw before clicking so the transition feels continuous.
- Step 2
Keep only route signals
Remove every field that does not change delivery, qualification, ownership, or follow-up.
- Step 3
Write the campaign fit policy
Define the target business, relevant problem, intent, timing, and automatic fallback without inventing certainty.
- Step 4
Honor all three outcomes
Connect sales-ready leads to a human next step, place ambiguous responses in review, and deliver the promised nurture resource to clear non-fits.
Use it for the right job
Use this after a specific campaign promise, not as a generic website form.
Good fit
- Paid social or search campaigns with a clear offer and defined business audience.
- Lead magnets that need to separate active evaluations from nurture.
- Campaign teams that want one visible route for calendar and resource outcomes.
Choose another workflow
- A broad homepage contact form serving unrelated requests.
- Consumer campaigns where company and buying-role questions are irrelevant.
- A replacement for advertising attribution, CRM automation, or lifecycle messaging.
Paid-ad lead qualification FAQ
Questions before you use the flow
What should a paid-ad lead form include?
Include the promised delivery channel, business context, campaign interest, main problem, timing, and decision role. Keep the form short and retain only fields that change the next step.
How long should a lead generation form be?
There is no universal field count. This preset uses eight focused questions, but the right length is the smallest set that supports delivery and routing without breaking the campaign promise.
Can different leads see different endings?
Yes. Route sales-ready responses to a calendar or assessment and earlier-stage responses to the promised resource or nurture handoff.
Does this replace campaign tracking?
No. The template structures and routes the form response. Keep your advertising, attribution, consent, and lifecycle systems configured separately.
Can I customize it for LinkedIn or Google Ads?
Yes. Replace the offer, audience, problem choices, criteria, and ending destinations so they match the exact campaign and channel.
Can I use deterministic rules instead of AI?
Yes. Use choice branches or Logic cards for explicit segment and intent rules, or route every response to manual review. AI qualification is optional.
Start with the complete campaign route.
Copy the eight-question flow, then align every word and ending with the ad that sends people there.