Recipe No. 08 · Lead management
Facebook Lead Ads instant reply + CRM
Reply to every new Facebook/Instagram lead-form submission within a minute, add the lead to your CRM, and alert your team, so paid leads don't go cold.
- Serves
- Home services
- Made with
- Zapier
- Prep (setup)
- ~45 min est.
- Yield
- 2–4 hrs/week saved, est.
- Level
- Intermediate
- Plan needed
- Zapier: Free covers 2-step Zaps (100 tasks/mo, checks every 15 min); multi-step Zaps need Professional (from $19.99/mo billed annually, $29.99 monthly, per zapier.com/pricing). Check your plan.
- Est. SMS cost
- Via Twilio: ~$0.0083 per US text segment plus carrier fees, and $1.15/mo per local number (Oct 2026). Other SMS apps price differently, so check your plan.
- TriggerIn Zapier, add the Facebook Lead Ads…
- Step 2Pull in a test lead so the form fields…
- Step 3Add Formatter by Zapier → Numbers → 'Format…
- Step 4Add Filter by Zapier
- Step 5Add Twilio 'Send SMS'
- Step 6Add your CRM action, e
- Step 7Add a Slack 'Send Channel Message' or email…
- Step 8Test with a fresh test lead, then turn the…
Ingredients
- Facebook Page with a Lead Ads instant form
- Zapier
- Twilio (for SMS) or Gmail/Outlook (for email)
- HubSpot, Pipedrive or Google Sheets
Editor-reviewedLast checked 2026-10-16v1.0.0 · Free
Steps reviewed against current tool UIs by the editor; not yet run end-to-end in a live account. Time saved is an estimate; results vary. Costs from Axis Consulting and Twilio pricing; check current pricing.
SMS rules: only text people who gave you their number for this purpose, identify your business, and include “Reply STOP to opt out”. US business texting needs A2P 10DLC registration.
Method
- In Zapier, add the Facebook Lead Ads trigger 'New Lead', connect the Facebook account that manages your Page, then pick the Page and the instant form.
- Pull in a test lead (Meta's Lead Ads Testing Tool can create one) so the form fields appear in Zapier.
- Add Formatter by Zapier → Numbers → 'Format Phone Number' to convert the phone field to E.164 (e.g. +15551234567) for SMS.
- Add Filter by Zapier: only continue if the phone or email field exists, so empty test submissions don't trigger messages.
- Add Twilio 'Send SMS' (or Gmail 'Send Email'): 'Hi {first name}, thanks for reaching out about {service}! When's a good time for a quick call today?' Include an opt-out line ('Reply STOP to opt out') for SMS.
- Add your CRM action, e.g. HubSpot 'Create or Update Contact' (match on email) with lead source = Facebook Lead Ads and the form/campaign name, or Google Sheets 'Create Spreadsheet Row'.
- Add a Slack 'Send Channel Message' or email alert to whoever calls leads back, with name, phone and the form answers.
- Test with a fresh test lead, then turn the Zap on. Only text people who gave consent on the form, and check the first week of runs in Zap history.