Know which programmatic leads are worth a strategy call
Ask every programmatic advertising prospect about their campaign goal, approved budget, and launch timeline before you draft a proposal, and collect any existing creative assets while they're on the form.
Preview your programmatic advertising intake
Explore 7 questions from the Programmatic Advertising template. This interactive preview uses illustrative scoring and sample attachments. Open the full survey to try the complete intake.
What a qualified programmatic advertising lead should tell you
Automated ad-buying across display, video, connected TV, and audio inventory, where qualification hinges on the client's actual goal, approved budget, and how soon the campaign needs to launch.
- Main Goal Programmatic Advertising
- Run Any Digital Advertising
- Channels Want Ads Appear
- Have Approved Budget Allocated
- Want Campaign Launch
- Person Authorized Approve Marketing
- Already Have Creative Assets
The questions your team needs answered
Every programmatic advertising intake asks these — and why each one matters.
| Question | Why it matters |
|---|---|
| What is the main goal of your programmatic advertising campaign? | Sales or conversions and lead generation goals carry the highest weight because they point to a prospect ready to commit budget to measurable outcomes, not just visibility. |
| Have you run any digital advertising campaigns before? | Knowing whether the client has run digital campaigns before helps you gauge how much platform education and expectation-setting a proposal needs to include. |
| Which channels do you want your ads to appear on? | Segments the lead so you can route, price, and prioritize it correctly. |
| Do you have an approved budget allocated for this campaign? | Confirmed budget approval separates prospects ready to move now from those still shopping around for ballpark numbers, and it's weighted accordingly. |
| When do you want the campaign to launch? | Launch timing shows whether this is an active buy to prioritize immediately or a longer-range opportunity to nurture instead. |
| Are you the person authorized to approve marketing spend for this campaign? | If the respondent isn't authorized to approve spend, you're likely talking to a gatekeeper rather than the actual buyer, and the lower weight reflects that. |
| Do you already have creative assets such as banners or videos ready for use? | Whether creative assets already exist affects how quickly a campaign can actually launch once budget is confirmed. |
How Cliont scores programmatic advertising leads
Configured answer weights help your team prioritize follow-up. Your team reviews each submission and decides the next step.
Value signals
- Brand awareness
- Lead generation
- Sales or conversions
- Retargeting past visitors
- Not sure
- Have Approved Budget Allocated: yes
See an example lead handoff
Illustrative lead details and score show how a submission can reach your team.
Programmatic Advertising Lead
From first click to qualified lead
Follow prospects and clients through one smooth, guided flow.
They land & meet you
Your video greeting plays instantly — a real face instead of a blank form.
They explain the project
Smart questions adapt to their project and capture the full scope.
They share the details
The scope and any documents come attached, so you can scope before the first call.
You get a ready lead
Scored and qualified — waiting for you to win it.
Built for programmatic advertising workflows
| Cliont capability | Programmatic Advertising application |
|---|---|
| Weighted lead scoring | Ranks 'Sales or conversions' and 'Retargeting past visitors' campaign goals above 'Brand awareness' so higher-intent budgets surface first in your queue. |
| Conditional answer weighting | Applies a lower weight when a prospect confirms they are not authorized to approve spend, flagging that you may be talking to a gatekeeper rather than the buyer. |
| File upload capture | Lets prospects attach existing banner or video creative directly in the intake, so your team knows what's reusable before quoting production time. |
| CRM routing | Sends leads who confirm an approved budget straight into your CRM instead of a shared inbox, so budget-ready prospects don't sit behind exploratory ones. |
| Multi-select field capture | Records every channel a prospect picks — display, video, mobile apps, connected TV, or audio — so media planners can size inventory before the strategy call. |
Example programmatic advertising lead scenarios
Illustrative situations explain the intake questions and possible follow-up.
Sales goal, budget already approved
Prospect selects sales or conversions as the goal and confirms an approved budget and spend authority in one pass, so it lands as a high-priority lead.
Unsure of channels or goal
Client marks 'Not sure' on both goal and channel selection, which still routes through as a lead worth a discovery conversation rather than a straight proposal.
Exploring with no budget signed off
Timeline is 'just exploring options' and the budget question comes back no, telling the team to nurture instead of scoping a full campaign yet.
Gatekeeper filling out the form
Answers show the person isn't authorized to approve marketing spend, which flags the lead as needing the actual decision-maker before a strategy call is booked.
Retargeting push with tight launch
Goal is retargeting past visitors with an as-soon-as-possible launch date, giving the team a clear reason to prioritize channel and creative discussion immediately.
Connect Cliont to your workflow
Connect your CRM
HubSpot, HighLevel, monday.com
Connect your legal software
Lawmatics, MyCase, Clio Manage and Clio Grow
Notify your team
Email, SMS, Slack
Configure other destinations
Google Sheets, configured webhooks, Zapier and API workflows
Simple, transparent pricing
Choose the plan that works for your business.
Professional
Unlimited intake forms and leads for your growing business.
- Unlimited intake forms
- Custom video greetings
- AI-powered voice bot
- English + Spanish support
- Automatic lead scoring
- Digital estimates & e-signatures
- Photo, video & file upload
- Advanced analytics dashboard
Pay Per Lead
Only pay when you receive a qualified lead.
- Unlimited intake forms
- Custom video greetings
- AI-powered voice bot
- English + Spanish support
- Automatic lead scoring
- Digital estimates & e-signatures
- Photo, video & file upload
- Charged only for submitted leads
More paid advertising intake templates
Programmatic Advertising lead-intake FAQs
What happens when a prospect doesn't know which channels they want?
The channel question allows a 'Not sure' answer, and that response is still captured and passed along so your team can scope the right mix of display, video, CTV, or audio on the strategy call instead of guessing beforehand.
Can I tell if the person filling out the form can actually approve spend?
Yes. The intake asks directly whether the respondent is authorized to approve marketing spend, and that answer is weighted so leads without spend authority are distinguished from confirmed decision-makers.
How does the intake treat a prospect who hasn't secured budget yet?
A 'no' answer on approved budget is weighted lower than a 'yes,' so those leads still reach your CRM but are visibly less ready for a full proposal until budget is confirmed.
Does the intake collect creative assets before the call?
It asks whether the prospect already has banners or video creative ready, so your team knows going into the strategy call whether creative production needs to be scoped alongside media buying.
How much does the stated campaign goal affect lead priority?
Sales or conversions and lead generation goals score higher than brand awareness, since they signal a client more likely to commit budget quickly rather than just testing visibility.
How is this different from the Google Ads or YouTube Ads intake?
Programmatic covers automated buying across display, video, connected TV, and audio inventory rather than a single platform, so the intake focuses on channel mix and budget readiness instead of platform-specific settings like it would for Google Ads Management or YouTube Ads.
Turn programmatic advertising visitors into qualified clients
Give every programmatic advertising visitor a guided intake instead of a dead contact form — and get a scored, qualified lead before you take the first call.