How the lead system works
From ad click to a lead in the right CFAO inbox, in under a minute. Here is the whole journey.
The journey
- 1
Someone clicks an ad
On Google or LinkedIn. The link carries campaign tags (UTM) that travel with the visitor.
Example: utm_source=google, utm_content=SM116
- 2
They land on the matching product page
Five pages, one per campaign: Forklifts, Forklift Parts, Heavy Lift, PESCI COPMA Cranes, Orakci Compactors.
cfaoequipmentsa.co.za/forklifts etc.
- 3
They complete a short form
Name, work email, phone, region, and what they are interested in. Deliberately short so more people finish it. Hidden spam protection filters out bots.
Company is optional. No long forms, no friction.
- 4
The system routes the lead instantly
Region plus enquiry type picks the exact CFAO contact from the lead recipients document. No manual sorting, no leads sitting in a shared inbox.
Full routing table below.
- 5
The lead lands in the right inbox
An email from Denton at Ideate Studios with all the details, date-stamped, with the campaign it came from. Hitting reply writes to the customer directly. Every lead is also copied to cfaoepaidmedia@gmail.com as a permanent record.
A conversion is reported back to Google and LinkedIn so the campaigns learn.
Who gets which lead
Taken from CFAO’s lead recipients document (4 June 2026). Encoded in the system and covered by automated tests.
Forklifts page
| Enquiry type | Region | Recipient |
|---|---|---|
| New Equipment | Gauteng / Other | Terrysue Mills |
| New Equipment | Western Cape | Claude Pheiffer |
| New Equipment | KZN | Andrew Kihn |
| New Equipment | Eastern Cape | Charl Snygans |
| Pre-Owned Equipment | Gauteng / Other | Zeyn Alli |
| Pre-Owned Equipment | Western Cape | Suretha Strydom |
| Pre-Owned Equipment | KZN | Andrew Kihn |
| Pre-Owned Equipment | Eastern Cape | Charl Snygans |
| Rentals | Gauteng / Other | Penelope Pokola (cc Refilwe Molapo) |
| Rentals | Western Cape | Leandre Pentz (cc Janice de Faria) |
| Rentals | KZN | Kershnee Gnanadavadu (cc Stephen Curry) |
| Rentals | Eastern Cape | Bronwyn le Grange (cc Neil Westraadt) |
Forklift Parts page
| Enquiry type | Region | Recipient |
|---|---|---|
| Genuine Parts | Any region (national) | Alwyn Jamneck (cc Nicole Holder) |
| Service and Repairs | Gauteng | Peter Tau (cc regional GM) |
| Service and Repairs | Western Cape | Thembani Mapisa (cc regional GM) |
| Service and Repairs | KZN | Roxanne Govender (cc regional GM) |
| Service and Repairs | Eastern Cape | Bernie Warner (cc regional GM) |
| Maintenance | Gauteng | Elvis Kholophe (cc regional GM) |
| Maintenance | Western Cape | Gert Brandt (cc regional GM) |
| Maintenance | KZN | Ephraim Gqwaru (cc regional GM) |
| Maintenance | Eastern Cape | Kevin Muller (cc regional GM) |
Regional GMs: Gauteng = Refilwe Molapo; Western Cape = Janice de Faria; KZN = Stephen Curry; Eastern Cape = Neil Westraadt.
Heavy Lift page
| Enquiry type | Region | Recipient |
|---|---|---|
| All enquiries | All regions | Lenny Naidoo |
PESCI COPMA Cranes and Orakci Compactors pages
| Enquiry type | Region | Recipient |
|---|---|---|
| All enquiries | All regions | Sonia Pretorius |
Campaign tagging
Every ad link carries tags so each lead reports which platform, campaign and ad produced it.
| Tag | Example value | What it records |
|---|---|---|
| utm_source | google or linkedin | Which platform |
| utm_medium | cpc, display or paid-social | Which format |
| utm_campaign | e.g. tmh-forklifts-jun26 | Which campaign |
| utm_content | the ad job number, e.g. sm116 | Which specific approved ad |
Full example link
https://cfaoequipmentsa.co.za/forklifts?utm_source=linkedin&utm_medium=paid-social&utm_campaign=tmh-forklifts-jun26&utm_content=sm116Google Ads also attaches its own click ID (gclid) automatically. All of it is captured with the lead and shown in the lead email.
Safety and status
Test mode
All leads currently route to the Ideate team for checking. One switch flips it live.
Permanent record
Every live lead is archived to cfaoepaidmedia@gmail.com, plus a delivery log in the email platform.
Measurement
Google Analytics and ad-platform conversions fire on every submitted lead once tracking IDs are installed.