What is lead routing for paid advertising teams in Cal.com?

Cal.com’s routing forms allow you to ask prospects targeted questions about their advertising goals, budget, and preferred platforms. Based on their responses, leads are qualified and routed to the right expert, saving your team time and increasing conversion rates.

Can Cal.com integrate with our existing ad tech stack?

Yes. Cal.com offers integrations with major CRMs and ad platforms, including Salesforce, HubSpot, Google Ads, and more. This ensures seamless transfer of lead data and campaign context across your workflow.

How does attribute-based routing improve PPC campaign outcomes?

Attribute-based routing matches leads with specialists who have expertise in specific industries, platforms, or campaign types. This ensures clients get the most knowledgeable support for their unique needs, improving campaign performance.

Is Cal.com suitable for agencies with multiple PPC teams or locations?

Absolutely. Cal.com supports complex team structures and multi-location agencies. You can configure routing rules to assign leads by team, region, or specialization — all from a single platform.

Is Cal.com open-source and customizable?

Yes. Cal.com is fully open-source and API-first, allowing your agency to self-host, customize workflows, and adapt the platform to unique business requirements.

How do I get started with lead routing for my paid advertising team?

Simply sign up for Cal.com, install the Routing Forms app, and set up your custom intake and routing workflows. Our help center and support team are ready to guide you through every step.

Routing for paid advertising (PPC)

Smarter lead routing for paid advertising teams

Connect high-intent prospects to the right PPC specialist every time with Cal.com’s open scheduling and intelligent routing platform.

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Routing forms/Paid advertising (PPC) routing formFormRoutingPreviewSave

1. How many people work at your company?Required

Label

How many people work at your company?

Identifier

company-size

Type

Single selection

Options

Manually addFrom attributeCompany size (3 of 4)

2. What services are you interested in?Required

3. What country are you based in?Required

4. What's your timeline for getting started?Required

Add question

Trusted by fast-growing companies around the world

Simple steps to better lead qualification and routing

Effortlessly move leads from inquiry to the right paid advertising expert with automated workflows.

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Set up your routing forms

Create custom forms to collect vital information about ad spend, goals, and campaign needs before booking.

Let prospects share campaign details

Your leads answer targeted questions about their advertising objectives, budget, and preferred platforms.

Route to the right PPC expert

Automatically assign prospects to the best-fit advertising strategist based on their responses and your team’s specialties.

Why Cal.com works for paid advertising teams

Unlock efficiency, precision, and higher ROAS with automated scheduling and smart routing.

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Customer

Form answers

ImmigrationFrance

Booked

Enterprise round robin

Alex Fisher

ImmigrationFrance

Increase client conversion rates

Quickly qualify and route prospects to the most relevant PPC manager, reducing response time and improving win rates.

Owned account found

Assign to account owner

YesNo

Assign to owner

Direct to account owner

CustomerOwner

Event scheduled

Round robin

Find an available host

EMR Sales

Maximize team utilization

Attribute-based routing ensures leads are distributed based on expertise, availability, and current workload.

Routed to this week

Benny above avg.

Boost campaign performance

Connect clients to PPC specialists with experience in their industry or preferred platforms for better results.

Company sizeAny in>500

Send booker to

Event TypeEU Enterprise

And direct to team member

WhenAllmatch

InterestsAny inImmigrationCountryAny inAttribute

Gain actionable insights

Analyze booking and routing data to optimize your process and improve your team’s conversion metrics.

Powerful features for paid advertising agencies

Flexible, secure, and fully customizable to fit your agency’s workflow.

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Attribute-based lead routing

Automatically direct leads to PPC specialists based on criteria like industry, ad spend, or platform expertise.

CRM and ad platform integrations

Sync with tools like Salesforce, HubSpot, and Google Ads for unified client management.

Multi-step forms for campaign qualification

Capture granular campaign requirements with customizable fields and logic.

Automated ownership assignment

Route returning clients to their dedicated PPC manager, keeping relationships strong and campaigns consistent.

Advanced analytics and reporting

Monitor routing performance and optimize lead distribution to maximize ROI.

Open-source and API-first architecture

Self-host or integrate deeply into your stack, ensuring control, security, and scalability.

All your key tools in sync with your meetings

Connects to Slack, Salesforce, and 100+ more. Bookings show up where your team already works.

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Google CalendarSprawdza każdy kalendarz pod kątem konfliktów i dodaje rezerwację.
Zoom VideoDaje każdej rezerwacji własny link do spotkania.
SalesforceZapisuje spotkanie przy kontakcie i kieruje do właściciela.
HubSpot CRMDodaje rezerwacje do kontaktów i transakcji.
SlackOd razu informuje zespół o zarezerwowanym spotkaniu.
StripePobiera płatność przy rezerwacji terminu.
FramerUmieszcza stronę rezerwacji w witrynie Framer.
ElevenLabsDaje agentom głosowym realistyczny głos AI.
LinearUstawia status Poza biurem z kalendarza.
Meta PixelMierzy rezerwacje z kampanii reklamowych Meta.
UmamiLiczy wizyty na stronie rezerwacji, prywatnie.
WhatsAppSpotyka twoich gości na czacie WhatsApp lub wideorozmowie.

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Thrilled with this scheduling app—it's a game-changer. The intuitive interface and advanced features streamline my time management. The standout, however, is the incredible support team—swift, expert responses to every query. A perfect combo for seamless scheduling and top-notch customer service. P.s. Way better than Calendly
Mickeyna Trustpilot
I just migrated from calendly to cal.com I'm liking it so far. I wasn't particularly displeased with calendly. It's fine. But I like that cal is OSS and my sub to calendly was coming up for renewal so I thought I'd check it out. Looks good.
Kent C. Dodds 🌌@kentcdodds na X
2 days of using @calcom is enough to never look back at calendly
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Without a doubt the best calendar/scheduling application I have ever used. It has all of the advanced features I need while also being insanely intuitive and straightforward for both end-users and booking recipients. Love it!!
davidvkimballna Trustpilot
(finally) made the move to @calcom after I couldn't find how to edit events in the calendly dashboard and I must say - dash is 10/10 Bravo @peer_rich and team (I should have moved over years ago!) OSS fam
Ant Wilson@AntWilson na X
One of the best tools for scheduling and my favorite after so many other options tried.
Denisna Product Hunt
more elegant than Calendly, more open than Savvycal, cal.com works and it feels just right.
flo merianna Product Hunt
This platform's open-source nature and flexible licensing are a developer's dream. Self-hosting and white-labeling empower personalization and seamless integration.
Ahmed Elnaggarna Product Hunt
for the love of me, why do people still use Calendly? Just today I have seen products reference Calendly while they know of @calcom It's a no brainer for me to use , their brand is amazing, cool team + they even have more compelling features 🤷
Rotimi Best@rotimi_best na X
Amazing. I've been sharing it with everyone I know. It's helped me create more events spontaneously, because of how smooth it is compared to Calendly and Harmonizely.
Benna Product Hunt
Very easy to set up and start. Connected with my Google calendar without any problem. Connecting with Microsoft gives me an error. But other than that the user interface is very good.
Pankaj Dixitna Product Hunt
Just gave it a go and it's definitely the easiest meeting I've ever scheduled! No context switching, no distractions, and works even better on mobile too.
Aria Minaeina Product Hunt

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