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What it does

The agent that calls back website leads (Lead callback) can take submissions from the two biggest sources of paid leads:
  • Facebook Lead Ads (Meta instant forms on Facebook and Instagram),
  • Google Ads lead forms (the lead form asset on Search, YouTube and Discovery campaigns).
Everything after the door is the same as for a website form: the number is normalised, a repeat submission from the same number is skipped, and a lead arriving outside calling hours waits for the next opening of the window. Google posts every submission to the URL you give it, together with a key you type into the form’s settings. The key is the same token that protects the agent’s webhook URL.
  1. Agent editor → Integrations → section Lead sources → block Google Ads. Copy the URL and the key.
  2. In Google Ads open the Lead form asset → Lead delivery option → Webhook. Paste the URL and the key.
  3. Click Send test data. The agent answers {"status":"test"} and calls nobody; Google shows the result next to the form.
Standard form fields (name, phone, e-mail, company, city, postal code) reach the call under the usual names ({{name}}, {{email}}…), custom questions under their question text. Campaign and form ids are available as {{gads_campaign_id}} and {{gads_form_id}}.
Google deletes leads after 30 days and the webhook is the only way they reach you as they come in. Without it you would download them from the panel by hand.

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Facebook Lead Ads

Facebook leads go through Make or Zapier, which pass each new lead to the agent’s website-form address (Lead callback). Both tools have their own approved connection to Meta, so all you do is sign in to Facebook there. A ready-made Make blueprint and guides for Zapier, LinkedIn and TikTok are in Make and Zapier templates. Make
  1. New scenario → module Facebook Lead Ads → New Lead. Connect your Facebook account and pick the Page and the form.
  2. Add the HTTP → Make a request module: method POST, URL is the agent’s address from Integrations → Lead sources, body type JSON.
  3. Map the lead’s fields into the body, for example {"phone": "{{phone_number}}", "name": "{{full_name}}"}. Add any custom questions you want the agent to know.
  4. Turn the scenario on. Set its schedule to Immediately so the lead is passed on as soon as it arrives.
Zapier
  1. Trigger Facebook Lead Ads → New Lead, pick the Page and the form.
  2. Action Webhooks by Zapier → POST: URL is the agent’s address, payload type JSON, fields mapped as above.
  3. Publish the Zap.
The phone field is found by name (phone_number, phone, telefon…), and every other field reaches the call as a variable named after it.
A Facebook lead without a phone number places no call. Add the standard phone_number question to the instant form, otherwise the agent has nobody to dial.

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Responses (Google Ads)