Can Google Forms score or route leads?

If your contact form is a Google Form, it is free, it is familiar, and the answers land in a spreadsheet. That is enough to collect inquiries. It is not enough to tell you which one to answer first.

What can Google Forms branching do?#

Branching sends a visitor to a different section of the form based on one answer. In Google Forms this is the "Go to section based on answer" option. Google's own help pages list which question types offer it.

For example, a plumber asks "Is the job inside our service area?" with two answers, Yes and No. Yes goes on to questions about the job. No jumps to a short closing section that says kindly that the area is not covered.

Branching changes what the visitor is asked next. It does not change what happens to the inquiry after it is sent.

Can quiz mode score an inquiry?#

Only roughly. In quiz mode you give each question a point value and mark which answers earn it. Google Forms adds up a total for each response. Google's own help pages list which question types it can grade.

Quiz mode was built to grade tests, so it leaves gaps for inquiries:

1. Answers are right or wrong. "Around 3k" and "$3,000" are the same budget written two ways.
2. No partial credit for amounts. It cannot give full credit at $2,500 or more and less credit below that.
3. No reasons. The total does not say why it is what it is.

One workaround is to turn typed answers into multiple choice brackets, such as "Under $1,000," "$1,000 to $5,000," and "Over $5,000." That makes a budget scorable. It also makes the form feel more like a test.

Can Google Forms send an inquiry to the right person?#

Not by itself.

So the form alone cannot:

1. Tell you right away when an inquiry is a strong fit.
2. Send kitchen jobs to one person and bathroom jobs to another.
3. Show a booking link only to inquiries that fit on every answer.

Branching can put a booking link in one closing section. But one answer picks that section, so anyone who picks that answer sees the link.

Routing means deciding one next step for each kind of inquiry. The guide to lead routing rules shows how to write those steps down. Carrying them out takes something outside the form.

What are the cheapest add-ons that fill the gap?#

Start with what you already have. Add more only when that stops being enough.

A sheet formula is the cheapest real fix. Here is an example, not a recommendation. A contractor gives 40 points if the job is in the service area, 30 if the start date is within three months, and 30 if the budget bracket is $5,000 or more.

When is a Google Form enough, and when is it not?#

A Google Form is enough if you get a few inquiries a week, read each one the same day, and ask mostly multiple choice questions. Add one sheet formula and stop there. The post on when a plain form is better than a chatbot makes that case in full.

It stops being enough when people answer in their own words. A formula cannot read "my boss wants it by spring" as a start date. It cannot ask a follow-up when an answer is vague. And the rules live in formulas or a script, so anyone who changes them has to read that code. The guide to scoring an inquiry from free text covers what typed answers need.

In Qualiform, the AI has the conversation and writes down what it learns. Your own rules then score and route each lead in code, so the same answers always get the same score. A question nobody answered is left out of the score, not counted as a zero.

To check any setup, read a week of responses beside what became of each one. Put the score column next to a column that says "won," "lost," or "no reply." If an inquiry you won scored low, a question or a point value is wrong. Fix that one, then check again the next week.

Lead scoring means giving each inquiry a number for how well it fits the work you want. The guide to qualifying leads from your contact form walks through it step by step.