A new lead lands from Facebook Lead Ads and before anyone replies, it helps to know a little about the person or their company. Normally that means opening a browser in another tab, searching manually and copying a line or two back into the conversation before a text even goes out. Web Search by Zapier removes that separate browser tab by running the search inside the Zap itself, right between the lead arriving and the text being sent.

Its one action, Search the Web, takes a detail from an earlier step in the Zap and returns results without anyone leaving the automation. Chained with Mobile Message's Send SMS action, that means a new Calendly booking can trigger a quick search on the attendee's company before a personalised confirmation text goes out, or a new Eventbrite registration can prompt a search that feeds background into the text a follow-up rep receives. A new Typeform entry works the same way, with the search results sitting in the Zap ready to be dropped into the message before it sends.

Search the Web is a lookup step, not a reply tool, so it will not read or respond to inbound texts on its own. Its job is to pull a bit of background into a Zap, so whatever text Mobile Message sends next carries more than just a name and a phone number.