How do I follow up leads from my ads and website forms?

Where leads come from

Open Workspace → Lead inbox → Sources and settings.

• Ad platforms. See the next section: Facebook and Instagram lead ads and Google Ads lead forms connect here; their leads arrive in the same inbox.
• Website forms, Zapier and Make. Press Make the secret (it is shown once: copy it), then send each new form entry to Your address, signed with the secret. Choose what your website runs on to see the exact steps and code: WordPress form plugins with a webhook or Zapier and Make; a few lines in a Laravel controller or any PHP site; Wix, Squarespace, Shopify, Webflow and other site builders through Zapier or Make. Press Send a test lead and check it arrives.
• Import a spreadsheet. Upload a CSV export from any ad platform, CRM or form tool, choose what each column is, tick what the people agreed to, and import. Importing the same file again adds nothing twice.

Ad platforms

The Ad platforms part of Sources and settings is for people who manage the Lead inbox. Each platform shows its state and, always, the manual way: download the leads as a CSV file on the platform and press Import a CSV file, which opens the spreadsheet import.

• Facebook and Instagram lead ads. Press Sign in with Facebook and allow every permission asked for (you need to manage the Page, or have a task on it). Back in SEOmise, press Add a Page and choose the Pages whose lead forms feed the inbox. For each Page, take in leads from every form (new ones too) or only the forms you tick. New leads arrive within seconds. Fetch past leads brings in a form's older leads for the dates you choose, up to the number of days shown. If the sign-in expires or a permission is removed, the panel says so: sign in with Facebook again.
• Google Ads lead forms. Press Make the webhook address and key, then paste both into your lead form in Google Ads (Lead delivery, Webhook integration). The key is shown once; Make a new key stops the old one at once.
• LinkedIn, TikTok and Microsoft Advertising. Not available yet: each needs the platform's approval first, and the panel says what is needed. Until then, import their CSV downloads.
• Where a platform is not switched on yet, it shows as not available and the CSV import works for it.

Telling the platform which leads became customers

Open Tell Meta (or Google Ads) which leads became customers, tick Send converted leads and enter the details asked for: for Meta the dataset (pixel) id and a Conversions API token from Events Manager; for Google Ads the customer id and conversion action id (it uses your Google Ads sign-in under Google data). It is off until you switch it on. When a lead from that platform reaches a won step (Confirmed or Converted, one at a time or several at once, an accepted quote, or a merge onto a won lead), SEOmise tells the platform once: Meta gets the lead's id, Google Ads the click id, the time and the value. Only where it is offered and you tick it, Meta also gets the e-mail address and phone number hashed; do this only with your customers' agreement. Deleting or erasing a lead removes its platform link too.

Working a lead

New leads are marked unread and show how long they have waited for a first contact: green, amber, then red. Open one to see every answer.

1. Call or E-mail in one tap (a WhatsApp button too, if your workspace switched it on).
2. Log the call: answered, no answer, voicemail, busy or wrong number, with a note. A first call moves a new lead to Called or No answer.
3. Book a follow-up or meeting with a date, time and time zone. The person it is for gets a calendar invite and a reminder. Tick Send the lead a calendar invite or Remind the lead only if they agreed to e-mails (or texts, where texts are offered).
4. New quote: add lines with quantities and prices, the VAT rate and how long it is valid, save the draft, then Send. The lead gets a PDF and a link to accept or decline without signing in; accepting moves the lead to Confirmed.
5. Move the lead to any step of your pipeline. Converted asks for the value of the work.

Your pipeline and team

Under Sources and settings rename, recolour and reorder the steps and choose which count as won or lost. Choose who gets new leads: nobody (the whole lead team hears about them), always the same person, or each member of the lead team in turn. Your plan sets how many people can be in the lead team.

Reports

Reports shows leads, contact rate, meetings, quotes, won and value per source, campaign, ad set, ad or form, with the time to first contact and a daily chart.

Personal data

Names, e-mail addresses, phone numbers, answers and notes are encrypted. Leads are deleted after two years without activity and dead leads after six months. If someone asks for their data, use A person asks for their data to download or erase everything about them.

Reading leads needs a role that can see leads; working them needs a role that can work leads; settings and deleting need a role that manages the Lead inbox.