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What you're building: a full lead qualification and routing system in Zapier, from a blank Google Form all the way to automatic HOT / WARM / COLD follow-up sequences. This is a complete lifecycle automation: Capture → Score → Segment → Route → Nurture.

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Tools used in this guide: Zapier, Google Forms, Google Sheets, Gmail, Google Tasks

(Prefer building this in Make instead? Sign up here — most of the logic in this guide (lookup tables, filters, routing) has a direct equivalent in Make.)

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Google Forms — New Lead
     ↓
Formatter — Company Size Score
     ↓
Formatter — Revenue Score
     ↓
Formatter — Urgency Score
     ↓
Formatter — Calculate Total Lead Score
     ↓
   PATHS
 ┌──────┼──────┐
 ↓       ↓      ↓
🔥 HOT  🟡 WARM  🔵 COLD
 ≥50     30–49   <30

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Note: Paths and Delay are paid-plan features in Zapier. If you're on the Free plan, you may need a workaround for the branching (Phase 10+) and delay steps later on.

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📝 Phase 1 — Create the Lead Capture Form

Use Google Forms (easy for generating practice leads). Create a blank form titled Accounting Firm Consultation Form with these questions — turn Required ON for every question except Message:

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Question	Type	Choices
Full Name	Short answer	—
Email Address	Short answer	—
Company Name	Short answer	—
Company Size	Multiple choice	1–5, 6–10, 11–50, 51+
Monthly Revenue	Multiple choice	Under $5,000 / $5,000–$10,000 / $10,000–$25,000 / $25,000+
Service Needed	Dropdown	Bookkeeping, Tax Advisory, Payroll, CFO Services
Urgency	Multiple choice	Just researching, Within 30 days, Within 7 days
Message	Paragraph	—
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🔗 Phase 2 — Connect the Form to Google Sheets

In Google Forms, go to Responses → Google Sheets icon → Create a new spreadsheet, named e.g. Accounting Firm Leads. Google auto-creates columns: Timestamp, Full Name, Email Address, Company Name, Company Size, Monthly Revenue, Service Needed, Urgency, Message.

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Don't manually add scoring columns yet — Zapier will handle that.

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🧪 Phase 3 — Create a Test Lead

Zapier needs sample data to map fields correctly. Click Preview on your form and submit this test lead:

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Full Name: Sarah Johnson · Email: [email protected] · Company: Sarah Design Studio · Company Size: 11–50 · Monthly Revenue: $10,000–$25,000 · Service Needed: Tax Advisory · Urgency: Within 7 days · Message: We need help reorganizing our taxes before the next filing period.

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Expected score: Company Size 20 + Revenue 20 + Urgency 25 = 65 → 🔥 HOT. Submit the form, then confirm Sarah appears as a new row in your Sheet.

⚡ Phase 4 — Create the Zap

In Zapier, click Create → Zap. Rename it B2B Lead Qualification & Follow-Up.