How to Connect Google Ads, IndiaMART, WhatsApp and Website Forms to Your CRM

Why scattered lead sources cost you deals

Speed and ownership decide who wins an enquiry. If a Google Ads lead sits in an email notification for three hours, or an IndiaMART buyer waits until someone logs in to the seller panel, a competitor usually replies first. Manual copying also introduces mistakes: mistyped phone numbers, missing sources and the same person entered twice.

When every source feeds one CRM, three things change. Every lead is visible in one list, so nothing hides in a side inbox. Every lead has a source, so you can see which channel brings buyers who actually pay. And every lead can be assigned an owner the moment it arrives, so somebody is accountable for the first reply.

Practical tipBefore connecting anything, write down every place a customer can currently reach you. Most teams discover two or three sources they had forgotten about.

What is a webhook, and why use one for lead capture?

A webhook is simply a web address that a tool sends information to when something happens. Think of it as a postbox with a unique number: when a new lead is submitted, the source drops the details into the postbox, and your CRM picks them up instantly. You never have to log in to check, export a file or ask a developer for an integration.

In WTS CRM, you create a lead source under Settings → Lead sources. Each source gets its own private webhook URL. Because each source has its own URL, the CRM always knows where a lead came from, and you can pause or replace one source without touching the others.

• One URL per source, so the Source field on every lead is accurate.
• A tag is added automatically (for example google-ads or indiamart), so you can filter and report by channel.
• A default owner is assigned on arrival, so no new lead is left unowned.
• A lead seen before—same phone number or email—gets a note added instead of a duplicate record.
• A recent-deliveries log shows every lead that arrived and flags any that failed.

Set up a lead source in WTS CRM first

The steps are the same for every source below, so learn them once. Open Settings → Lead sources and pick the card that matches where your leads come from: Google Ads lead forms, IndiaMART, WhatsApp tool, Zapier/Make/Pabbly, Google Forms, WordPress forms or Anything else.

Choose a name (it becomes the lead’s Source), a tag and the team member who should own these leads. Save it, copy the webhook URL it shows, and paste that URL into the source as described in the sections that follow. Each card lists the exact steps and offers a test lead button so you can confirm the whole path works before real enquiries arrive.

Practical tipOnly owners and admins can create lead sources, and the URL is a secret. If it ever leaks, generate a new one from the same screen and the old one stops working immediately.

Connect Google Ads lead forms to your CRM

Lead form assets in Google Ads collect enquiries directly on Search, YouTube, Discovery and Performance Max without sending people to a landing page. By default the leads sit inside Google Ads until someone downloads them—which is exactly how hot leads get missed.

Google Ads can deliver each lead to a webhook the moment it is submitted. This is the best way to apply the principle in our guide on how quickly to respond to a new lead: your team is alerted while the person is still looking at the search results.

• In Google Ads, open the campaign and go to Assets → Lead forms, then edit the form.
• Under Lead delivery, choose the webhook integration.
• Paste your WTS CRM webhook URL into Webhook URL. Type any text into Key—your agency name is fine, because the URL already identifies the source.
• Click Send test data. A test lead should appear in your Leads list within seconds.
• Save the form. Every new lead now arrives in real time.

Connect IndiaMART buyer enquiries to your CRM

IndiaMART is one of the largest B2B lead sources for Indian manufacturers, traders and service providers, but enquiries are only useful if someone replies fast. Buyers send the same enquiry to several sellers, and the first credible response usually wins the conversation.

IndiaMART’s Lead Manager can push each enquiry to a URL as it arrives. Each lead reaches your CRM with the buyer’s name, mobile number, email, company and message, and the product they asked about is saved in the lead’s note.

• Sign in to the IndiaMART Seller panel and open Lead Manager.
• Find the CRM integration or Push API setting and paste your webhook URL as the push URL.
• If you cannot see the option, ask your IndiaMART account manager to enable the Lead Manager Push API for your URL.
• Tag these leads with indiamart so you can compare their close rate with other channels.

Practical tipIndiaMART leads are often price shoppers. Assign them to your fastest responder and use a short quote template so the first reply goes out in minutes.

Connect WhatsApp enquiries to your CRM

For many Indian businesses, WhatsApp is where the real sales conversation happens. If you use a WhatsApp Business API tool such as AiSensy, Interakt, WATI or Gupshup, you can forward every new conversation into the CRM so no first message depends on someone remembering to save the number.

Add your webhook URL in your WhatsApp tool’s webhook or developer settings and subscribe to incoming messages (often called message received). You do not need delivery or read events; the CRM ignores them. Every new number that messages you becomes a lead, with their first message saved in the note.

• Further messages from the same number within a day are skipped, so a long chat does not fill the lead with notes.
• The lead is created with a WhatsApp source and tag, ready for assignment and follow-up.
• Pair it with a follow-up rule so each new WhatsApp lead gets a next action on the same day.

Practical tipConnecting a WhatsApp tool through a webhook saves the lead and its first message. It does not replace your WhatsApp tool for sending messages—use the two together.

Connect Facebook, Instagram, LinkedIn and more with Zapier, Make or Pabbly

Facebook and Instagram lead ads, LinkedIn Lead Gen forms, Typeform, Calendly and hundreds of other apps can feed your CRM through an automation tool such as Zapier, Make or Pabbly. You build a short workflow: the trigger is your lead source, and the action sends a webhook to your CRM.

• Create a Zap, scenario or workflow whose trigger is your source—for example Facebook Lead Ads → New lead.
• Add a webhook action: Webhooks by Zapier → POST, Make’s HTTP → Make a request, or Pabbly’s API by Pabbly.
• Paste your webhook URL, choose JSON and map the fields name, phone, email, company and message. Any extra fields you add are kept in the lead’s note.
• Run a test and check it in your recent-deliveries log.
• Rename the lead source to match, such as LinkedIn Lead Gen, so each lead’s Source is accurate.

Practical tipCreate one lead source per channel rather than one for everything. Your reports will then show Facebook, LinkedIn and Typeform separately.

Connect Google Forms to your CRM

Google Forms is a popular free way to collect enquiries, event sign-ups and quote requests. A short Google Apps Script sends every response to your CRM the moment it is submitted, so there is no spreadsheet to check.

• Open the form, click the ⋮ menu and choose Apps Script.
• Replace the editor contents with the script shown on the Google Forms card in Settings → Lead sources and click Save.
• Open Triggers (the clock icon), add a trigger for the function onFormSubmit with event source From form and event type On form submit, then allow the permissions Google requests.
• Submit a test response. Questions titled Name, Phone, Email, Company and Message are recognised, and every other answer is kept in the lead’s note.

Practical tipUse plain question titles such as Phone or Email. The CRM recognises them automatically, so you do not need to map any fields.

Connect WordPress forms to your CRM

If your website runs on WordPress, your contact form can send leads directly to the CRM. This works with Elementor Pro, Contact Form 7, WPForms and Gravity Forms, so you can keep the form design you already have.

• Elementor Pro: edit the form, open Actions After Submit, add Webhook, then paste your URL into the Webhook section.
• Contact Form 7, WPForms or Gravity Forms: install the plugin’s webhook add-on (for example CF7 to Webhook) and paste your URL.
• Common field names such as your-name, your-email, phone and your-message are recognised automatically.
• Submit the form once and confirm the lead appears in recent deliveries.

Connect anything else that can send a webhook

If you have a custom website, a mobile app, a landing-page builder or an internal tool, the Anything else option accepts a standard POST request with JSON or form data. Name the fields name, phone, email, company and message, and everything else is saved in the lead’s note.

A lead needs a phone number or an email address. Indian numbers can be sent with or without +91. If your system can send its own lead_id, a retried delivery is never counted twice.

Test, then keep an eye on your lead sources

A connection that silently stops working is worse than no connection, because you assume enquiries are arriving. After setting up each source, send a test lead and check that it appears in your Leads list with the right source, tag and owner.

Then review the recent-deliveries log regularly. It shows which leads arrived, which were added to an existing lead, which were skipped as repeats and which were rejected or failed, along with the reason. Each source also shows when it last received a lead and how many it brought in over the past 30 days, so a source that goes quiet is easy to spot.

• Send a test lead after every setup change.
• Check last received for each source weekly.
• Investigate any rejected or failed delivery the same day.
• Regenerate a source’s URL if you suspect it has been shared by mistake.
• Rename or retag a source when its purpose changes, so reports stay accurate.

What to do once leads arrive automatically

Automatic capture is only the start. The value comes from what happens in the next hour: the right owner is notified, a first follow-up is booked and the lead moves through your pipeline in order.

Combine your lead sources with workflow automation so each channel gets the handling it deserves—see our guide to CRM workflow automation and the customer timeline—and use a simple lead-qualification checklist so your team spends its time on enquiries that fit.