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How do I automatically send leads from Meta lead ads to HubSpot or Salesforce?

By The Tofu team ·

In HubSpot, use its lead syncing, included on all plans: connect your Meta ad account, then select each Facebook Page under Marketing > Ads > Lead syncing in settings. New leads can take up to two hours. In Salesforce, install Salesforce's free Lead Capture in Sales Cloud app, which syncs Instant Form leads to Lead records, or use Zapier or Make. When leads don't arrive, check for a missing Page or ad account admin role, Leads Access that leaves out you or your CRM, or a Page you never selected. Test the connection with Meta's Lead Ads Testing Tool.

As of October 2026.

How do I connect Meta lead ads to HubSpot?

Connect your Facebook ad account to HubSpot, then turn on lead syncing for each Page that runs your lead forms. HubSpot's lead syncing is available on all products and plans.

  1. In HubSpot, click the settings icon, go to Marketing > Ads, and in the Ad Accounts tab click Connect account, then Facebook. Log in, review the permissions (HubSpot says it needs all of them) and click Continue, then select your ad account and click Connect.
  2. Open the Lead syncing tab, click Connect, and choose Facebook.
  3. Select the checkbox next to each Page. HubSpot warns that "Facebook pages will not automatically connect, even if managed within the same connected Facebook Ads account."
  4. Pick a sync timeframe: New & recent leads (the last 90 days plus new ones) or New Leads (from now on). HubSpot's troubleshooting article calls these All leads and New leads. Optionally turn on the marketing contact switch.
  5. Click Save.

Each submission is logged as a form submission in HubSpot, creating the contact if needed. Standard fields such as email, full_name, company_name and job_title map to HubSpot's own properties. Custom questions become single-line text properties in the "Lead Ad Properties" group. Custom answers over 255 characters show an error, fields with no English characters don't sync, and mapping changes apply only to leads synced after the change.

What Meta permissions does HubSpot lead syncing need?

You need admin access to both the Page and the ad account, plus Leads Access for the Page. HubSpot's troubleshooting article lists every condition:

RequirementWhere to check it
The Facebook user is an admin of the ad account and the PageMeta Business Settings, Ad accounts and Pages, then your user's permissions
The ad account and the Page belong to the same business (HubSpot still calls it Business Manager)The Owned by line on each asset in Business Settings
The Facebook user has Leads Access for the PageBusiness Settings, Integrations, Leads Access
The HubSpot user has Publish access to HubSpot's ads toolHubSpot user permissions
All HubSpot Ads integration permissions are onFacebook Settings & privacy > Settings > Security and Login > Business Integrations, then View and Edit next to HubSpot Ads
The form runs under the Page you connected, and HubSpot is the connected CRM in that Page's CRM setupThe ad's Page in Ads Manager and the Page's CRM setup

How do I send Meta leads to Salesforce?

Use Salesforce's own app, a connector, or a custom build. Meta's developer guide names three automatic routes (a partner integration, a webhooks integration and Graph API bulk reads) and calls manual downloads "not recommended" except as a stopgap.

  • Lead Capture in Sales Cloud. Salesforce publishes this free AppExchange app (version 1.13.0, updated April 15, 2026). Salesforce says it brings Facebook and Google lead form data "into Sales Cloud in real-time" and maps it to Lead objects. Install it from AppExchange, then open Lead Capture from the App Launcher, create a new task, choose Facebook, sign in, pick a Page and one lead form, map the form fields to Lead fields, optionally pick a Sales Cloud campaign, and submit. Salesforce says "Only pages for which you have admin user level permissions are available to you." The listing showed a 2.59 out of 5 rating from 41 reviews on October 26, 2026, so send a test lead before you rely on it.
  • A partner from Meta's list. Meta keeps a list of supported CRMs and connectors in its "Available CRM System Integrations for Lead Ads" article. Search it for the tool you use.
  • Your own integration. A developer subscribes a Meta app to your Page with webhooks, or pulls leads with the Graph API. Reading leads needs the leads_retrieval permission, and Meta says webhook notifications only arrive "if your Page has installed your Webhooks configured-app."

Meta's own Salesforce app on AppExchange, Meta Conversion Leads Integration for Salesforce, goes the other way: it sends lead and opportunity stage updates from Salesforce to Meta. Its listing describes sending data to Meta, not bringing leads into Salesforce. To set that up, see how to send CRM lead stages to Meta's Conversions API.

Can I use Zapier or Make instead?

Yes, and they work with either CRM. Use them when you need more than one step, such as creating the lead, adding it to a campaign and alerting sales.

  • Zapier. Facebook Lead Ads is a Premium app on Zapier, so the free plan (100 tasks a month, no Premium apps) won't run it. Professional starts at $19.99 a month billed annually or $29.99 billed monthly, with 750 tasks. The New Lead trigger starts a Zap instantly; you pick the Page and, optionally, the form. Salesforce's Create Lead action can use Salesforce assignment rules.
  • Make. Make's Facebook Lead Ads app includes Watch Leads, New Lead and Get Lead Details modules. Make's docs say to assign Leads Access to Make: in Business Settings, go to Integrations > Leads Access, then CRMs, click Assign CRMs, select Make and click Assign. A form must have at least one submission before it loads in a Make module. Make's free plan includes 1,000 credits a month; paid plans are priced by credits.

Why aren't my Meta leads showing up in HubSpot?

Check these in order:

  1. The Page isn't selected. Open Lead syncing and confirm the Page is listed and on.
  2. The ad runs under a different Page. In Ads Manager, click Edit next to the ad; the Page it uses is shown in the Conversion section. Connect that Page too.
  3. A permission is missing. Go through the table above, including the HubSpot Ads integration permissions.
  4. Leads Access leaves you out. If you connected before you had Leads Access, HubSpot says new leads sync once you get it, but you must disconnect and reconnect the Page to bring in older leads.
  5. The sync timeframe is too narrow. A Page set to New Leads won't bring in earlier ones. Disconnect it and reconnect with New & recent leads, which covers the last 90 days.
  6. It's too early. HubSpot can take up to two hours.
  7. A field failed. Type mismatches and long custom answers show as errors in the Lead syncing tab and under Error types in the Leads tab.
  8. The report hides them. HubSpot's First ad interaction report skips people who were already contacts. Marketing Hub Professional and Enterprise can switch to All ad interactions; on Free or Starter, build a list with the Ads Interactions filter.

What is Meta's Leads Access Manager?

It's the setting under Integrations > Leads access in your business portfolio's Settings that controls which people, partners and CRMs can get a Page's leads. Meta's help center now just calls it leads access. Meta says that until someone with full control of the portfolio customizes it, "all Page admins or people with messaging permissions can download leads." Once they customize it, new people, CRMs and partners must be added by hand. HubSpot says that if the screen is greyed out, Leads Access Manager isn't on and you already have access. If it is on, check that your name is under the People tab, and that your CRM or connector is assigned under CRMs. Meta says the CRM permission controls whether that CRM is notified of new leads. Make's docs, for example, have you assign Make there before its scenarios can read your leads.

How do I test that Meta leads reach my CRM?

Use Meta's Lead Ads Testing Tool at developers.facebook.com/tools/lead-ads-testing. Select the Page and the form, click Create Lead, then Track Status to see whether the lead reached your endpoint. Meta notes:

  • The test lead uses dummy data unless you fill in the form yourself through Preview Form.
  • "You can create one test lead per form." Delete it (Delete Lead) before you create another. Only the owner of the lead can delete it.
  • The Page list shows only Pages where you have advertiser access, and the tool doesn't work in developer mode.

Then look for the lead in your CRM. In HubSpot, allow up to two hours before you troubleshoot.

Can I download Meta leads as a CSV instead?

Yes. Meta says you can download leads as a CSV file from Ads Manager, from the Instant forms page in Meta Business Suite, or from Leads Center in Meta Business Suite. Meta says "You have 90 days from the time a lead submits their form to download their information," so download regularly if you have no integration. Before anyone customizes leads access, only people with full control of the Page or messaging permissions can download; after that, only people assigned access can.

What should I set up once leads land in my CRM?

Three things make the sync worth having:

  • Fast follow-up. In HubSpot's ads tool, an ad's Automation tab can send an internal email when a lead ad creates a contact, add contacts to a segment, or run a simple workflow (Marketing Hub Starter allows one simple workflow per form with up to 10 actions; Professional and Enterprise allow more). It needs Marketing Hub Starter or higher, or an Ads subscription.
  • Lead quality back to Meta. Send your CRM stages back so Meta optimizes for qualified leads, not form fills, as covered in the Conversions API page linked above.
  • The right form. If Instant Form leads qualify poorly, compare them with a form on your site: see Meta Instant Forms vs a website form for B2B.

Running LinkedIn too? The LinkedIn version of this setup is in how to send LinkedIn Lead Gen Form leads to HubSpot or Salesforce.

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