Two AI agents replacing manual lead routing and review collection for a Portuguese home-solutions group.
How we built two AI agents — one for lead routing, one for post-service reputation — integrated into HubSpot, Outlook, WhatsApp, and Google Sheets, removing process dependencies on individual availability and enabling scale across European HORECA markets.
Lead volume was scaling. Manual routing wasn't.
Grupo Filtrarte is a leading Portuguese company in home solutions, specialising in air and water purification and wellness products. Its portfolio comprises numerous brands serving the national HORECA sector across various European markets, with over 30 years of experience and 200,000+ customers.
As digital campaigns scaled, lead volume grew steadily. The challenge was to ensure that each lead reached the right distributor, at the right time, with all the information needed to take action. The high volume of manual lead-management work resulted in errors, high operational cost, and an inability to scale without expanding the team.
Two workflows that scaled with team headcount, not business volume.
Both processes were plagued by friction, inconsistency, and operational risk. Without automation, the operation could not grow without proportionally growing the team — economics that don't work in distribution.
Every lead captured had to be analysed manually — which advert did it come from, which geographical area? Only this information made it possible to direct the lead to the correct distributor. Without automation, the process was slow, dependent on availability, and prone to routing errors.
Review requests relied on a specific person to identify which customers had been served and to submit the request manually. The process came to a standstill when that person was unavailable.
Two agents. Two streams. Autonomous operation.
We developed two AI agents with distinct roles, integrated into the tools the team was already using — without replacing the existing stack or requiring them to learn new tools. The aim was autonomous, consistent, and scalable processes that don't rely on individual availability.
Detects when a customer support session has been completed in HubSpot, filters customers who have not yet received a feedback request, sends automatic review requests by email via Outlook and via WhatsApp using the API, and records submissions in Google Sheets to avoid duplicate entries.
Identifies new leads from Meta and Google Ads campaigns, checks Google Sheets every 15 minutes, deduplicates against existing records, identifies the advert and geographical location, creates the contact in HubSpot, and notifies the internal contact person with all information needed to forward to the correct distributor — then marks the lead as processed.
Identifies new leads generated by Meta or Google Ads campaigns automatically.
Checks for new entries in Google Sheets every 15 minutes — fully autonomous, no manual triggers.
Verifies whether a lead already exists in the system before creating a CRM record.
Automatically creates a contact in HubSpot with all relevant context — advert source, location, profile.
Review requests sent via Outlook email and WhatsApp Business API — same workflow, multiple channels.
Records every action and submission in Google Sheets — prevents duplicates, enables auditing, no new tooling required.
Correct routing. Consistent timing. No staff dependency.
The agent identifies the source advertisement and the location. The person in charge receives the correct information to direct the lead to the right distributor — every time, regardless of who is on shift.
Checks are carried out every 15 minutes regardless of who is available on the team. No bottleneck, no leads sitting in inboxes overnight.
Review requests are sent at the right time, via email and WhatsApp, without relying on the availability of any specific person.
Lead volume can grow — across Portugal and European markets — without creating additional operational pressure or requiring more headcount.
“The agent does not replace the process — it requires the process to be properly set up. When the right conditions are in place, scaling happens naturally. Otherwise, it merely automates chaos.”
We integrated into the existing stack — HubSpot, Google Sheets, Outlook, and WhatsApp — instead of replacing it. With no new tools required, the team adopted the agents immediately and the process maintenance stayed within the client's existing operational ownership.
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