Airtable on your landing pages
Plenty of lead gen teams don't run a CRM. They run a base: one table of leads, a kanban to work them, a few rollups that say which campaign is paying off. The weak spot is getting leads in. A daily export is stale by lunch, and a Zap in the middle adds a monthly bill and one more thing that can break.
LanderLab closes that gap without a connector: the page's webhook posts each lead to Airtable's API the moment the form is sent, so every answer lands in its own column. The page, the A/B variant and the UTMs come along, and the base your team already trusts becomes the place you judge your ads.
A record per lead, in the Airtable columns you pick
Your base keeps its structure. Each form and quiz field lands in the column you assign it, named the way your team already names things, so your views, interfaces and automations don't have to change to start taking paid leads.
Airtable's typecast option does the conversion on the way in: a quiz answer becomes an option in a single select column, a date string a date. You keep typed fields in the base without cleaning the data by hand, and a new answer you hadn't planned for simply becomes a new option.
Your pipeline as an Airtable kanban
Give the table a Status single select and every new record starts in the column you default it to. Group the kanban view by it and the leads from this morning's ads are a column of cards your team drags to Called, Booked and Won, with the campaign and variant on every card.
Airtable's own automations pick up from there: text the crew the address when a card reaches Booked, or email the client when a lead is marked Won.
Lead quality next to spend, by campaign and variant
Because utm_campaign and the variant arrive with each lead, a rollup or a linked Campaigns table shows leads, bookings and wins per campaign. Paste the day's spend next to it and the base tells you which ad set pays for itself, measured on booked jobs, not on form fills.
It's also the fair way to read a split test. Variant B can win on form fills and lose on bookings, and with LL Variant ID on each record the base shows you which one actually fills the calendar.
Nothing lost if Airtable has a bad minute
Every lead is also stored in LanderLab's Leads tab, filterable by date and variant and exportable as CSV on Grow and up, unless you've turned on Lead Compliance Delivery. If Airtable ever rejects a request, the lead is still there to import. Airtable allows five requests per second per base, which is plenty for a landing page.
