Manage leads from advertising campaigns

What you’ll need:

• Active advertising accounts and access to the campaigns, forms, pages, and messaging channels you want to connect

• Administrator (Admin) access in Kommo to install integrations, configure pipelines, fields, and automations

• A clear campaign naming and source-tracking structure

• A test form, ad, landing page, or messaging campaign for each lead-capture path

Keep in mind:

• Different ad formats create leads in different ways. Instant forms, click-to-message ads, website forms, and audience campaigns should not all use the same setup.

• Start with one campaign path per platform, verify the complete journey, and then duplicate the working structure.

• Keep campaign, source, and qualification values consistent across platforms so reports remain comparable.

• Some integrations, conversion tools, audience features, and ROI reports depend on your Kommo plan and the advertising platform’s account requirements.

• The AI agent replies to incoming messages. It cannot start a conversation with an advertising lead.

Choose this guide if your business runs many campaigns across TikTok, Facebook, Instagram, Google Ads, LinkedIn, or other platforms and needs one reliable process for receiving, qualifying, assigning, and measuring advertising leads.

The goal is not only to send every lead into Kommo. A scalable setup should preserve where the lead came from, prevent routing mistakes, create a clear response deadline, return meaningful conversion signals to supported ad platforms, and help marketing compare campaigns using sales outcomes instead of form submissions alone.

Understand the four campaign paths

Before connecting a platform, identify how each campaign creates or uses leads.

Useful business use cases

• High-volume lead forms: Route thousands of form submissions by product, region, language, or campaign without manually exporting spreadsheets.

• Click-to-message sales: Move TikTok, Instagram, Facebook, or WhatsApp conversations directly into the responsible sales team’s workflow.

• Multi-brand or multi-region campaigns: Use separate pipelines, teams, tags, or fields while keeping one reporting standard.

• Agency or franchise operations: Track account, campaign, market, and responsible team consistently across many ad accounts.

• Fast qualification: Prioritize leads that meet budget, location, product, company size, or urgency criteria.

• Retargeting by sales stage: Show different ads to new, qualified, inactive, proposal-stage, or existing-customer segments.

• Conversion feedback: Send qualified-lead, booking, order, or purchase-related events back to supported platforms so optimization reflects deeper outcomes.

• Campaign ROI: Compare spend with qualified leads, won revenue, average sale value, and conversion time.

Step 1. Create one campaign data standard

When many platforms and teams use different names, reporting becomes unreliable. Define the source information Kommo should store before connecting the first campaign.

A practical structure may include:

• Advertising platform

• Advertising account

• Campaign name and campaign ID

• Ad group or ad set

• Ad or creative

• Form or messaging event set

• Landing page

• UTM source, medium, campaign, content, and term

• Product, region, language, or offer

• Lead-capture method: form, chat, website, booking, or audience

Use custom fields for values that must be filtered, reported, or updated. Use tags for quick operational labels, such as tiktok-form, meta-message, high-priority, or campaign-launch-june.

Create a simple naming convention shared by marketing and sales. For example:

Platform | Region | Product | Objective | Campaign

Do not rely only on free-text tags created independently by different users. Misspellings and duplicate names make multi-campaign reporting difficult.

Step 2. Prepare the advertising pipeline

Use stages that represent real sales outcomes and can work across platforms. For example:

1. New advertising lead

2. First response due

3. Contacted

4. Qualified

5. Meeting, booking, or proposal

6. Follow-up

7. Won or lost

Use additional stages only when they change ownership, automation, reporting, or the next action. Avoid creating one stage for every platform or campaign. Store platform and campaign information in fields or tags instead.

Create separate pipelines when the business process is genuinely different—for example, B2B demo requests, retail appointments, and online orders. Learn more in Set up your first sales pipeline.

Step 3. Define routing and response rules

For every campaign path, decide:

• Which pipeline and stage receive the lead

• Who becomes responsible

• How quickly the first response is expected

• Which information qualifies or disqualifies the lead

• What happens when required contact details are missing

• What happens when the same person submits another form or sends a message

• Which stage or result should be sent back to the advertising platform

Useful routing rules include:

• Assign by region, language, product, or campaign

• Distribute leads among teammates

• Send high-value leads to a specialist team

• Create a shorter response deadline for click-to-message campaigns

• Route existing customers to account management or support

• Notify a manager when a high-priority lead is not contacted in time

Start with assignment and a first-response task. Add more automation only after the route works correctly. See Automate pipeline actions.

Step 4. Connect each advertising platform

Use Lead generation integrations overview to review available connections. The most important platform-specific options are below.

TikTok

TikTok has separate integrations for advertising forms and TikTok conversations. Choose the connection based on the campaign type.

TikTok Instant Forms

Use TikTok Ads Manager for campaigns where users submit their details without leaving TikTok.

• A TikTok for Business account is required.

• Only one TikTok for Business account can be connected to a Kommo workspace.

• Instant Forms are created and edited in TikTok Ads Manager, not in Kommo.

• In Kommo, you select the form, map its fields, add tags, and choose the destination pipeline and stage.

TikTok Instant Forms can include personal information, short-answer or multiple-choice questions, conditional answers, business-location questions, image questions, and appointment-scheduling questions. Collect only the information your team uses.

After setup, submit a test form from TikTok and confirm that the new lead contains the mapped information and correct tags. See Connect TikTok Ads Manager to Kommo.

TikTok Instant Messaging ads

Use Instant Messaging ads when the campaign should start a real-time conversation through TikTok, WhatsApp, or Facebook Messenger.

• Install TikTok Ads Manager in Kommo.

• Create an event set that connects the TikTok ad account to the selected messaging channel.

• Use the Lead Generation campaign objective and Instant Messaging ad format.

• Choose the event set and messaging channel during campaign setup.

• Make sure the selected messaging channel is connected to Kommo.

The conversation arrives as a lead in Kommo, where your team can reply, use templates, run bots, or use the AI agent. See Create TikTok Instant Messaging ads in Kommo.

Send deeper TikTok events back from Kommo

Use pipeline triggers to send events that reflect meaningful progress, such as:

• High-intent conversation

• Qualified lead

• Disqualified conversation

• Order placed or canceled

• Payment completed

• Appointment scheduled

• Deposit paid

• Appointment completed

Match each event to a stage with a clear definition. For example, send Qualified Lead only when the lead meets your documented qualification criteria—not simply when a salesperson moves the card.

For TikTok Instant Forms, Deep Funnel Optimization can send selected CRM events from Kommo to a TikTok CRM event set. See Use Deep Funnel Optimization in TikTok Ads Manager.

TikTok direct messages

Connect the TikTok messaging integration when your campaigns or organic content generate TikTok DMs and comments. It supports welcome messages, suggested questions, chat prompts, bots, and team collaboration. Regional and messaging-window limitations apply, so review Connect TikTok to Kommo before launch.

Facebook and Instagram

Facebook Forms Ads

Use Facebook Forms Ads for Instant Forms completed inside Facebook or Instagram.

• Create the form in Meta Ads Manager.

• Connect the verified Facebook Business page to Kommo.

• Select the form and map each answer to the correct Kommo field.

• Add campaign or form tags.

• Choose the destination pipeline and stage.

Kommo creates a lead automatically and stores the submitted answers in the mapped fields. See Connect Facebook Forms Ads to Kommo.

Click-to-message campaigns

Connect Facebook Messenger, Instagram, or WhatsApp Business when ads open a conversation. Route the resulting leads by source and use a first-response task, bot, or AI agent for qualification.

Use Meta Conversions API for supported business-messaging campaigns to send Lead and Purchase events back to Meta. Configure the events at stages that represent real outcomes, such as Qualified or Closed-won. See Meta Conversions API overview.

Facebook audience campaigns

The Facebook Ads trigger can add leads to a custom audience while they remain in a selected pipeline stage and remove them after they leave it. Use it for stage-based retargeting, such as:

• New leads who have not responded

• Qualified leads considering an offer

• Inactive leads ready for re-engagement

• Existing customers eligible for another product

See Connect Facebook Ads to Kommo.

Google Ads

Google Ads campaigns usually send visitors to a landing page or website. Capture those visitors through a Kommo webform, website chat button, booking page, or another connected form and preserve UTM information.

The Google Ads trigger in Kommo is used for Customer Match audiences rather than importing ad-form leads. It can add leads to an audience while they remain in a selected pipeline stage and remove them when they leave it.

Use it for campaigns such as:

• Retargeting new leads who have not responded

• Showing product-specific ads to qualified leads

• Promoting onboarding or related services to won customers

• Re-engaging inactive leads

Google applies account eligibility requirements to Customer Match. Review them before planning the workflow. See Connect Google Ads to Kommo.

LinkedIn and other platforms

For LinkedIn, Kommo’s documented connection uses Lead scraper to create leads from profiles rather than importing LinkedIn Lead Gen Forms directly. Use Connect LinkedIn to Kommo for prospecting workflows.

For campaigns on platforms without a direct Kommo lead-form integration, use one of these paths:

• Send traffic to a Kommo webform or website chat

• Connect an existing form through Jotform, Typeform, Yay! Forms, Zapier, or another supported integration

• Use an API or webhook connection

• Import leads from a controlled spreadsheet when automation is not available

Step 5. Standardize qualification across platforms

Campaigns should not use different definitions of a qualified lead unless the underlying business process is different.

Define qualification using fields such as:

• Product or service interest

• Location or service area

• Budget range

• Company size or role

• Required timeline

• Contact details provided

• Appointment requested

• Consent or eligibility requirements

Create a short set of outcomes:

• Qualified

• Needs more information

• Not eligible

• Unreachable

• Duplicate or existing customer

Use the same definitions in routing rules, sales instructions, dashboards, and platform conversion events.

Step 6. Prepare campaign response templates

Prepare templates by campaign intent rather than writing one generic response for every ad lead.

• Instant-form confirmation

• Click-to-message welcome

• Qualification questions

• Product or service information

• Booking invitation

• Request for missing contact details

• First follow-up

• No-response follow-up

• Human handoff

• Not eligible or out-of-area response

Reference the ad context when possible. A lead who requested a specific demo should not receive the same opening message as a person who asked a general question.

Step 7. Use the AI agent for message-based campaigns

The AI agent is most useful for TikTok Instant Messaging, Meta click-to-message ads, and other campaigns where the lead starts a conversation.

Depending on your plan and setup, it can:

• Welcome the lead using the campaign context

• Answer common questions from approved knowledge sources

• Collect name, phone number, email address, budget, or other required details

• Ask qualification questions

• Add tags or update supported fields

• Move the lead to the correct stage

• Recommend products or services when product information is available

• Offer a booking flow

• Transfer the conversation to the correct teammate with context

Prepare the AI agent

1. Connect the messaging channels used by the campaigns.

2. Add knowledge sources with offers, pricing guidance, eligibility rules, locations, operating hours, FAQs, and campaign-specific conditions.

3. Configure the Persona and communication guidelines.

4. Create Actions for qualification, field collection, routing, booking, and handoff.

5. Choose the channels and stages where the AI agent should operate.

6. Test each major campaign intent and negative case before launch.

The AI agent cannot initiate outreach to form leads. Use a task, template, permitted automation, or responsible teammate for the first outbound contact.

See Set up AI agents and Assist customers with Kommo AI agent.

How other Kommo AI tools help

• AI reply suggestions: Help teammates draft responses using the conversation and knowledge sources.

• AI rewriter and AI suggestions: Improve tone, grammar, and clarity.

• Conversation Summary: Help a teammate take over a long advertising conversation quickly.

• Task Suggestions: Turn promised actions into follow-up tasks.

• Copilot: Help users understand Kommo, summarize lead context, identify unanswered questions, and review missing information.

Learn more in Kommo AI overview and Kommo Copilot overview.

Step 8. Use segments and CRM audiences carefully

For large campaign portfolios, create reusable segments based on lead source, campaign, tag, stage, last conversation, sale value, product, or other fields.

Useful audiences include:

• New leads not contacted within the response target

• Qualified leads without a booking or proposal

• Inactive leads from a specific campaign

• Won customers eligible for an additional offer

• Leads excluded from campaigns because they are already in an active sales process

On supported plans, segments can be used with Google Ads or Facebook Ads. Dynamic segments update as leads start or stop matching the conditions. See Segments overview.

Step 9. Measure campaign quality and ROI

Do not compare campaigns only by lead volume or cost per form submission. Track the full journey.

Keep the Sale field complete for won leads. Without consistent revenue values, ROI and campaign comparisons will be incomplete.

Use ROI reports to compare investment and revenue using filters such as date, tags, UTM tags, pipeline values, and custom fields. For advanced cross-platform dashboards, Master Metrics can combine Kommo results with Google Ads, Meta, or GA4 data.

Step 10. Test every campaign path

Test each connected form, account, event set, and messaging route before increasing campaign spend.

1. Submit a test lead or start a test conversation from the real ad environment.

2. Confirm that one lead and contact are created or matched.

3. Check all mapped fields, campaign information, tags, and UTM values.

4. Verify the destination pipeline, stage, and responsible teammate.

5. Confirm that the first-response task or automation runs once.

6. Test the correct first message or handoff.

7. Move the lead through qualification and confirm that platform events are sent from the correct stage.

8. Test a duplicate submission, missing phone or email, invalid answer, and existing customer.

9. For messaging campaigns, test the bot or AI agent, including the human handoff.

10. Check the advertising platform’s event or lead-management interface to confirm that the result appears.

Recommended operating model for many campaigns

Use a repeatable launch process instead of configuring each campaign differently.

1. Create a campaign record containing platform, account, campaign owner, form or channel, destination, tags, and qualification rules.

2. Duplicate a tested form mapping, routing rule, or automation when possible.

3. Assign one owner from marketing and one from sales operations.

4. Run the full test and record the result before launch.

5. Review connection health and failed routes regularly.

6. Compare campaign quality weekly and ROI after enough leads have completed the sales cycle.

7. Archive or disable unused forms, event sets, tags, audiences, and automations so the workspace remains manageable.

Launch checklist

• The campaign path is identified as form, messaging, website, or audience

• Platform, account, campaign, form, ad group, and source values use the agreed naming standard

• Fields are mapped to the correct lead, contact, or company records

• The correct pipeline, stage, responsible user, and response deadline are configured

• Campaign tags and UTM values are stored consistently

• Duplicate and existing-customer scenarios have been tested

• Templates, bots, and AI-agent actions match the campaign intent

• Qualification and disqualification rules are documented

• Conversion events are connected to stages with clear definitions

• Sales values are recorded for won leads

• The marketing and sales owners know how to identify routing or integration failures

• The complete lead journey has been tested before increasing campaign spend

Best first result

Leads from TikTok, Meta, Google, LinkedIn, and other campaign sources enter Kommo through the correct route, preserve useful campaign context, receive a timely and relevant response, move through one consistent qualification process, and produce measurable outcomes that marketing can use to improve budget allocation.