Native Google Workspace Automation vs. Airtable

Why Airtable Automations Isn't the Right Choice for Google Workspace

Airtable Automations is a popular automation platform, and for good reason - it makes automation accessible to non-technical users. But when your business runs on Google Workspace, Airtable Automations's generic approach creates more problems than it solves.

The Airtable Automations Limitations

1. Requires migrating data to another platform

To use Airtable's automation, you have to move your data from Google Sheets into Airtable Bases. This creates a data silo. Your team now has to manage permissions in two places, and your primary workflows are split between two ecosystems. Custom automation stays where your data is: in Google Workspace.

2. API-based Drive integration lacks native permission control

Airtable interacts with Google Drive via generic API calls. This means it can't natively handle complex "Shared Drive" permissions or impersonate specific users for sensitive document generation. Apps Script runs inside your domain, allowing for surgical control over who can see, edit, or delete files generated by your workflows.

3. Expensive automation credit overages

Airtable's "per-run" credit system is designed to tax your growth. As your business scales and you run more workflows, your monthly bill creeps up. We've seen clients paying $500+/month just in automation overages. Custom solutions built on Apps Script have no per-run fees, making them significantly cheaper at scale.

4. Data lives outside your Google ecosystem

When your automation data lives in Airtable, you lose the "Single Source of Truth" benefits of Google Workspace. Reporting becomes a nightmare because you have to export data from Airtable to see it alongside your other Workspace metrics. Custom automation keeps everything in one searchable, reportable environment.

5. Brittle sync logic between two 'Sources of Truth'

Syncing Airtable to Google Sheets often results in "Sync Lag" or "Conflict Resolution" errors. If a user edits a row in Sheets while Airtable is pushing an update, data can be overwritten or lost. By building natively in Workspace, you eliminate the middleman and the synchronization errors that come with it.

6. Rigid visual builder blocks custom business logic

Airtable's visual builder is great for "If X, then Y." But what if you need:

• Complex regex parsing of inbound emails
• Multi-stage approval loops with dynamic routing
• Custom HTML-to-PDF generation with specific branding
• Integration with niche internal APIs

Airtable eventually forces you into their "Scripting Extension," which is limited by their sandbox. Apps Script provides a full, unrestricted development environment for any logic your business requires.

The Custom Automation Alternative

We build custom Google Workspace automation - automation that's purpose-built for your exact workflows, not generic templates.

How Custom Automation Solves These Problems

• Unlimited complexity - Build workflows as sophisticated as your business requires
• No per-task fees - Run automation unlimited times with zero additional cost
• Deep Google Workspace integration - Native access to all Workspace features via Apps Script
• Dedicated support - We maintain, monitor, and update your automation proactively
• Future-proof - Built on Google's platform, not a third-party middleman
• Straightforward migration - We can replicate your Airtable Automations workflows and improve them

How Long Until It Pays for Itself?

Let's talk economics. With Airtable Automations:

Monthly Costs:

• Base plan: $20-100+/month
• Per-task overages: Often $100-500+/month for active automation
• Total: $150-600+/month = $1,800-7,200/year

Custom Automation Costs:

• One-time development: $5,000-15,000 (depending on complexity)
• Ongoing support: $500-1,000/month (optional, many clients don't need it)
• Total Year 1: $11,000-27,000
• Total Year 2+: $6,000-12,000/year

For moderate to heavy automation users, custom automation pays for itself within 6-12 months while providing:

• Unlimited automation runs
• Customization for your exact workflow
• Dedicated support
• No monthly surprises or overage charges

Why Our Clients Switch from Airtable Automations

Our typical Airtable Automations migration client:

• Spends $200-500/month on Airtable Automations (and still hitting limits)
• Has grown past generic templates (needs custom logic)
• Wastes time working around platform limitations
• Wants dedicated support instead of community forums

After switching to custom automation, they:

• Eliminate monthly platform fees
• Get unlimited automation capacity
• Build workflows that actually match their process
• Have someone to call when something breaks
• Sleep better knowing their automations are actively monitored

The Migration Process

Switching from Airtable Automations to custom automation is straightforward:

1. Audit your Airtable Automations workflows - We analyze what you've built and identify migration candidates
2. Design better workflows - We propose improvements based on your business logic
3. Build custom solutions - We implement in Google Apps Script with better features, performance, and reliability
4. Parallel testing - Run old and new side-by-side until you're confident
5. Sunset Airtable Automations - Switch over completely and cancel your subscription

Most migrations complete in 4-8 weeks depending on workflow complexity.

Why Google Apps Script is Better Than Airtable Automations

You already have it. Google Apps Script is included with your Google Workspace account - no additional tools to manage, integrate, or pay for.

It's more powerful. Apps Script has native access to the full Google Workspace API, something Airtable Automations can never fully replicate.

It's cheaper to operate. No per-task fees, no subscription limits, no monthly bill creep as your automation grows.

It's maintainable. We write clean, documented code that your team can understand and maintain long-term.

Ready to Leave Airtable Automations Behind?

If you're frustrated with Airtable Automations's limitations, pricing, or lack of support, let's explore custom automation for your workflow.

Step 1: Workflow Audit (Free)

Send us your Airtable Automations workflows and we'll evaluate migration feasibility and ROI.

Schedule your free audit →

Step 2: Custom Proposal

Based on your workflows, we'll propose specific custom automation solutions, timeline, and cost.

Step 3: Development & Migration

We build your custom automation and run parallel testing with Airtable Automations until you're confident everything works correctly.

Step 4: Launch & Ongoing Support

We deploy your custom automation and provide ongoing maintenance and support.

Frequently Asked Questions

See the FAQ section below for answers to common questions about migrating from Airtable Automations to custom automation.

Ready to reclaim the time and money you're spending on Airtable Automations?

Let's talk about your specific workflows and how custom automation can serve you better. Schedule your free workflow audit to get started.