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If there are any claimants then the claimant with the strongest claim gets the kingdom. If there are no claimants then the largest contributor to the Crusade gets the Kingdom. Contribution is mostly determined by how many troops you kill and lose with sieges playing a negligible part...so, to get the highest contribution score you want to hunt down enemy armies and leave sieges to your allies until most of the enemy armies are destroyed.
 
Who gets the kingdom after a crusade is won?
If you hover over the crusade flag to the left, you'll see both who leads in terms of contribution, and whether the highest contributer will get the spoils. If the land was lost to infidels on an earlier occasion, the title might already be held by the descendant of the last king - in which case he/she will get the land regardless of contribution (provided they are catholic).