Google Forms routing recipes

The shape

Real-estate lead triage

Send each property enquiry to the right Slack channel based on budget, property type, and city. High-value leads bypass the general queue.

Form structure

• Name — Short answer
• Email — Short answer
• Phone — Short answer
• City — Dropdown (Austin / Dallas / Houston / Other)
• Property Type — Dropdown (Residential / Commercial / Rental)
• Budget — Short answer, accept currency like ₹50,000 or $50k
• Timeline — Dropdown (Within 30 days / 1–3 months / Just browsing)

Routing rules

1. #1 IF Budget greater than or equal 100000 → #vip-leads
2. #2 IF Budget greater than or equal 50000 → #hot-leads
3. #3 IF Property Type equals Commercial → #commercial-desk
4. #4 IF Timeline equals Within 30 days → #urgent-leads
5. #5 IF City equals Austin → #austin-team

Slack channels

• #vip-leads — Top-tier budgets. Senior agent watches this channel.
• #hot-leads — Above-average budgets that didn't quite hit VIP.
• #commercial-desk — Commercial enquiries, separate sales process.
• #urgent-leads — Time-sensitive, buying in the next 30 days.
• #austin-team — City-specific catchall for Austin leads.
• #leads — Default fallback, everything else.

Setup steps

1. Build the form with the exact question titles listed under Form structure
2. Create the six Slack channels above (or pick existing ones)
3. Create one Slack incoming-webhook URL per channel
4. Sign up to RouteForms (Free plan covers 30 responses/month)
5. Paste the default fallback webhook on the Slack tab
6. On the Routing rules tab, add the five rules in the order listed
7. Use the simulator to test against a sample submission before going live
8. Submit a test response on the form and verify the routing in the delivery log

Tips

• VIP > Hot ordering matters, if you flip them, every VIP lead also matches the Hot rule but the Hot rule fires first.
• Numeric matching tolerates ₹, $, commas, and 'k' suffixes, so a respondent typing '50k' works against a value of 50000.
• If a city isn't routed (e.g. Boston), it falls through to the default channel. Add a city-specific rule as you onboard new cities.

Try this recipe in the free rule simulator before deploying.

Inbound SaaS sales triage

Route demo requests, pricing questions, and support questions to the right team. Enterprise-sized leads get fast-tracked.

Form structure

• Name — Short answer
• Work email — Short answer
• Company size — Dropdown (1, 2–10, 11–50, 51–200, 200+)
• Budget — Dropdown (Under $1k / $1k–10k / $10k+ / Not sure)
• What are you trying to do? — Paragraph (free text)

Routing rules

1. #1 IF Company size equals 200+ → #enterprise-leads
2. #2 IF Budget equals $10k+ → #enterprise-leads
3. #3 IF What are you trying to do contains demo → #sdr-inbox
4. #4 IF What are you trying to do contains pricing → #sales-pricing
5. #5 IF What are you trying to do contains support → #cs-inbox

Slack channels

• #enterprise-leads — 200+ employees or $10k+ budget. AE handles immediately.
• #sdr-inbox — Demo requests. SDR queue.
• #sales-pricing — Pricing-related questions. Sales operations.
• #cs-inbox — Support questions that came through the sales form by mistake.
• #leads — Default fallback, everything else.

Setup steps

1. Add the form questions exactly as listed
2. Create the five Slack channels
3. Generate one webhook URL per channel
4. On RouteForms, paste the #leads webhook as the form's default
5. Add the five rules in the order listed
6. Test in the simulator with a high-budget enterprise scenario AND a small-budget demo scenario to confirm the right rule fires for each

Tips

• The enterprise rules come first because they should win even if the free-text mentions 'demo'.
• 'contains' matching is case-insensitive and trimmed — 'Demo', 'demo ', and 'DEMO' all match 'demo'.
• If your form has a Calendly link as a follow-up step, include it in the Slack message so the team can copy-paste it back to the lead.

Try this recipe in the free rule simulator before deploying.

Engineering hiring triage

Route candidates by role and seniority to the right hiring channel. Remote candidates get their own pipeline.

Form structure

• Name — Short answer
• Role — Dropdown (Backend / Frontend / DevOps / Design / Other)
• Years of experience — Number
• Location — Short answer
• Portfolio / CV URL — Short answer
• Compensation expectation — Short answer (currency)

Routing rules

1. #1 IF Years of experience greater than or equal 10 → #senior-pipeline
2. #2 IF Role equals Backend → #hiring-backend
3. #3 IF Role equals Frontend → #hiring-frontend
4. #4 IF Role equals DevOps → #hiring-devops
5. #5 IF Role equals Design → #hiring-design
6. #6 IF Location contains Remote → #hiring-remote

Slack channels

• #senior-pipeline — 10+ years of experience regardless of role. Lead recruiter watches this.
• #hiring-backend — Backend candidates.
• #hiring-frontend — Frontend candidates.
• #hiring-devops — DevOps / SRE candidates.
• #hiring-design — Design candidates.
• #hiring-remote — Remote-anywhere candidates, secondary signal.
• #hiring-other — Default fallback.

Setup steps

1. Add the form questions
2. Create the seven channels (or reuse existing #hiring-* channels)
3. Generate webhooks for each
4. Set #hiring-other as the form's default in RouteForms
5. Paste the six rules in the order shown
6. Submit a test response with experience: 12 to verify the senior rule fires first

Tips

• Putting the senior rule first means senior candidates surface to the lead recruiter before the role-specific channels see them, useful for above-bar candidates regardless of stack.
• The remote rule sits last because it's a fallback for candidates whose role didn't match any specific channel but who are clearly remote.
• If you start hiring for a new role, add the rule between the existing role rules, don't move the senior rule.

Try this recipe in the free rule simulator before deploying.

Bootcamp / course enquiry funnel

Route course enquiries to the right counselor by course interest. Catch follow-up cases where the budget field is blank.

Form structure

• Name — Short answer
• Email — Short answer
• Phone — Short answer
• Course interest — Dropdown (Data Science / Full Stack / Marketing / Product)
• Background — Paragraph
• Budget — Short answer (currency, optional)

Routing rules

1. #1 IF Background contains career change → #career-switchers
2. #2 IF Course interest contains Data Science → #counselor-ds
3. #3 IF Course interest contains Full Stack → #counselor-fs
4. #4 IF Course interest contains Marketing → #counselor-mktg
5. #5 IF Course interest contains Product → #counselor-product
6. #6 IF Budget is empty → #follow-up-needed

Slack channels

• #career-switchers — Candidates moving from another field. Specialised funnel.
• #counselor-ds — Data Science enquiries.
• #counselor-fs — Full Stack enquiries.
• #counselor-mktg — Marketing enquiries.
• #counselor-product — Product enquiries.
• #follow-up-needed — Empty budget, usually means undecided. Re-engagement queue.
• #enquiries — Default fallback.

Setup steps

1. Build the form with the question titles exactly as listed
2. Create the seven channels
3. Generate webhooks
4. On RouteForms, set #enquiries as the form's default
5. Add the six rules in the order shown
6. Test with one career-switcher Data Science scenario AND one empty-budget Marketing scenario to verify routing

Tips

• The career-switcher rule comes first because someone in transition from another field is a higher-touch lead regardless of course.
• Empty-budget at the bottom catches anyone who picked a course but didn't fill budget, a clear follow-up signal.
• If you launch a new course, add the rule between the existing course rules and update the dropdown options in the form.

Try this recipe in the free rule simulator before deploying.

Clinic appointment triage

Triage appointment requests by urgency and department. New patients land in a separate intake queue.

Form structure

• Patient name — Short answer
• Contact number — Short answer
• Department — Dropdown (Dental / Pediatric / Cardiology / Dermatology / Other)
• Urgency — Dropdown (Routine / Soon / Urgent)
• New or returning — Dropdown (New / Returning)
• Preferred date — Short answer

Routing rules

1. #1 IF Urgency equals Urgent → #urgent-triage
2. #2 IF New or returning equals New → #new-patient-intake
3. #3 IF Department equals Dental → #dental-desk
4. #4 IF Department equals Pediatric → #pediatric-desk
5. #5 IF Department equals Cardiology → #cardiology-desk
6. #6 IF Department equals Dermatology → #dermatology-desk

Slack channels

• #urgent-triage — Triage nurse watches this channel.
• #new-patient-intake — Separate paperwork flow for new patients.
• #dental-desk — Dental department bookings.
• #pediatric-desk — Pediatric department bookings.
• #cardiology-desk — Cardiology department bookings.
• #dermatology-desk — Dermatology department bookings.
• #reception — Default fallback for anything else.

Setup steps

1. Add the form questions
2. Create the seven channels
3. Generate webhooks
4. Set #reception as the form's default in RouteForms
5. Add the six rules in the order listed
6. Test with one urgent + new patient scenario to confirm the urgent rule fires first

Tips

• Urgent rule wins over everything else by design, speed of triage matters more than which department.
• New patient rule comes second because new patients need different prep regardless of department.
• Department rules sit at the bottom and only fire for non-urgent, returning patients.

Try this recipe in the free rule simulator before deploying.

Customer support triage

Route incoming support requests by priority and plan. Urgent tickets page on-call; enterprise customers go to a dedicated channel.

Form structure

• Email — Short answer
• Plan — Dropdown (Free / Solo / Agency / Enterprise)
• Priority — Dropdown (Low / Normal / Urgent)
• Subject — Short answer
• What happened? — Paragraph
• Attachment URL — Short answer (optional)

Routing rules

1. #1 IF Priority equals Urgent → #oncall
2. #2 IF Plan equals Enterprise → #cs-enterprise
3. #3 IF Attachment URL is not empty → #bugs-with-repro
4. #4 IF What happened? contains billing → #billing-questions
5. #5 IF What happened? contains refund → #billing-questions

Slack channels

• #oncall — Urgent, pages on-call regardless of plan.
• #cs-enterprise — Enterprise customers, dedicated CS rep.
• #bugs-with-repro — Anything with an attachment URL is likely a bug report with steps to reproduce. Engineering watches.
• #billing-questions — Billing / refund questions. Finance handles.
• #cs-general — Default fallback for routine support.

Setup steps

1. Add the form questions
2. Create the five channels
3. Generate webhooks
4. Set #cs-general as the form's default
5. Add the five rules in the order listed
6. Test with one urgent enterprise scenario to verify the urgent rule wins over the enterprise rule

Tips

• Urgent wins over plan, paging on-call is more important than routing to the enterprise CS rep specifically.
• Attachment-based routing is a cheap proxy for 'this is a bug with evidence' versus 'this is a vague complaint', engineering can prioritise accordingly.
• Billing routing relies on the customer mentioning 'billing' or 'refund' in the free-text field, if they don't, it falls through to general CS. That's fine; the rep can re-route inside Slack.

Try this recipe in the free rule simulator before deploying.

Frequently asked questions