The gap between paying for a lead and calling it is where most property advertising budgets are wasted. Not in targeting, not in creative — in the two to twenty-four hours between a buyer pressing submit and a sales executive seeing the name. Webhook delivery closes that gap to seconds, and it is usually the highest-return change available to a developer's marketing operation.
How the delivery actually works
- The buyer submits a lead form on the ad platform.
- The platform posts the lead to a URL you register — a webhook endpoint on your CRM.
- Your system verifies the request, reads the field values, and creates or updates a lead.
- Assignment and acknowledgement fire immediately.
There is no download and no import. If your CRM cannot receive a webhook, an integration service can bridge it, but the bridge becomes a thing that can silently stop, so it needs monitoring either way.
Field mapping is where the quality is decided
| Ad form field | Maps to | Why it matters |
|---|---|---|
| Full name | Lead name | Used in the acknowledgement message |
| Phone | Normalised phone | The deduplication key |
| Preferred size or budget | Requirement | Routes to the right project |
| Project or campaign | Source project | Otherwise the executive asks the buyer what they enquired about |
| Ad set or campaign id | Source campaign | The only way to compare cost per booking, not cost per lead |
The last row is the one that gets skipped and the one that changes the marketing budget. Without campaign attribution carried into the booking, you can compare cost per lead across campaigns but never cost per sale, which is the number that matters.
Deduplication rules for Bangladeshi numbers
A single number arrives as 01712345678, +8801712345678, 8801712-345678 and 1712345678. Normalise to a canonical international form before comparing, then apply three rules:
- Same number within 90 days updates the existing lead and logs a new enquiry event, rather than creating a second lead.
- Same number, different project creates a linked enquiry under the same buyer, so the sales team sees the full history.
- Same number already a buyer raises a flag rather than a lead — an existing customer enquiring again is a referral opportunity, not a cold lead.
Speed only helps if the next step is automatic
A lead arriving instantly and sitting unassigned until the morning meeting has gained nothing. Auto-assignment, an instant acknowledgement in the buyer's channel, and a mandatory follow-up sequence are what convert speed into contact. Lead response time covers the targets and how to measure them honestly.
The reconciliation nobody does
Once a week, compare the lead count in the ad platform against the lead count created in your CRM for the same period. They should match. When they do not, one of three things is happening: the webhook is failing intermittently, deduplication is merging genuinely different people, or a form is not connected at all. All three are cheap to fix and expensive to leave.
What to do next
Open your ad account and your CRM side by side for last month. If the two lead counts differ by more than a couple of percent, or if you cannot see which campaign produced your last ten bookings, connect the lead source to the booking record before increasing spend.