Once you've decided to automate something, the next question is what to build it with. The usual contenders are Zapier, Make, and custom code. There's no universal winner — the right pick depends on how complex the workflow is, how much runs through it, and how much it would hurt if it quietly broke. Here's how I actually decide.
Zapier: simplest, fastest, most expensive at scale
Zapier is the most approachable connector platform. It links thousands of apps with straightforward "when this, then that" rules, and you can stand up a useful automation in an afternoon.
Good when: the workflow is fairly linear, the volume is modest, and you value setup speed and reliability over cost. For a lot of small Kamloops businesses, Zapier is genuinely all they need.
Watch for: pricing climbs as your task volume grows, and complex branching logic gets awkward and pricey. It's the most expensive option per task at scale, and the least flexible when a workflow gets genuinely complicated.
Make: more power, more complexity, better value at volume
Make (formerly Integromat) is the middle ground. It handles complex, branching, multi-step workflows that would be clumsy in Zapier, and it's generally better value once volume rises.
Good when: your workflow has real logic — conditions, loops, multiple paths — or you're processing enough volume that Zapier's pricing stings.
Watch for: a steeper learning curve. It's more capable, which means more ways to build something fragile if you don't know what you're doing. This is usually my default for the connected, multi-step setups described in CRM and workflow automation.
Custom code: most flexible, most responsibility
Sometimes the right answer is purpose-built code. No platform limits, no per-task fees, complete control.
Good when: the logic is too specific for a connector platform, volume is high enough that platform fees don't make sense, or the automation is so central to the business that you want to own it outright.
Watch for: someone has to maintain it. Custom code doesn't update itself or have a support team. For a business without technical staff, custom only makes sense when it's built and maintained by someone you can rely on — which is part of why website development and automation often go together.
How to actually choose
Run the decision through three questions:
- How complex is the workflow? Linear → Zapier. Branching → Make. Beyond either → custom.
- How much volume? Low → Zapier is fine. High → Make or custom save real money.
- How much can it break? If a failure means a lost lead or a missed booking, lean toward the option you can monitor and trust — not just the cheapest.
Most small businesses are best served starting on Zapier or Make and only moving to custom where there's a concrete reason. Premature custom-building is a classic way to spend money you didn't need to. The flip side — choosing the right tool for where you're headed, not just where you are — is the kind of automation ROI decision worth getting right early.
The thing that matters more than the tool
Whichever you pick, the workflow design matters more than the platform. A well-designed automation on Zapier beats a badly-designed one on custom code every time. The tool is the easy part; mapping how a lead should move through your business is the real work.
That's what I help BC Interior businesses figure out as part of AI automation in Kamloops — including which tool actually fits, with no incentive to upsell you into the most expensive one. Start with the free review and we'll scope it honestly.