How to Connect Facebook Lead Ads to Your CRM with Make.com (No Coding Required!)

About this video

Kevin shows, in partnership with Make, how to connect Facebook Lead Ads to a CRM so Facebook optimizes for actual conversions rather than form submissions. Using the Kevin Cookie Company wholesale example and Pipedrive as the example CRM, he first checks the Lead Ad in Ads Manager — campaign, ad set, and an ad linked to a lead form collecting full name, company name, email and phone. In Events Manager he connects a CRM data source, creates a dataset, and selects Make as the partner, noting the setup is effective with at least 200 leads per month. In Make, a first scenario uses three modules: Facebook Lead Ads ’new lead’ via a webhook for the chosen page and form, Facebook Conversions API to send back a Lead event (event ID and lead ID, event time ’now’, action source system generated), and Pipedrive ‘create a new deal’ populated from Facebook fields, including a custom field for the Facebook Lead ID. He tests it with Meta’s lead testing tool and confirms a deal appears in Pipedrive. A second flow maps Pipedrive stage IDs to friendly names (e.g. stage ID 5 is filled out form, 6 is sending a sample) using a List Stages scenario. A third scenario triggers on updated deals, uses conditional logic to convert stage IDs to names, sends a lead event via Facebook Conversions API for CRM, and adds a filter so only stage changes (current stage ID not equal to previous) fire. Finally he configures the sales funnel in Settings — noting at least seven days of historical data are needed first — marks negotiation and deal signed as positive stages, and changes the ad set performance goal from maximize leads to maximize conversion leads.

Key takeaways

• Create a CRM dataset in Events Manager and choose Make as the partner; Facebook recommends at least 200 leads per month for effective optimization
• First Make scenario: Facebook Lead Ads new-lead webhook → Conversions API Lead event → CRM create-deal module, storing the Facebook Lead ID in a custom CRM field
• Test the inbound flow with Meta’s lead testing tool for the same page and form selected in Make, and verify the deal appears in the CRM (Pipedrive in the demo)
• Map CRM stage IDs to friendly stage names (e.g. Pipedrive 5 = filled out form) and use conditional logic when sending stage updates back via Conversions API for CRM
• Filter the update scenario to stage changes only, configure the sales funnel after at least seven days of data, and switch the ad set goal to maximize conversion leads

Episode details: published June 23, 2025 · 20:49 long. Summary written by Self Growth Videos from the episode itself. Business results and any income figures mentioned are Kevin Stratvert’s own claims, shared for education — they are not typical or guaranteed.

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