Roofing CRM workflow pattern map
Where this template leads: inspection, estimate, job, review and attribution.
Resources · Lead ads
Facebook lead to CRM to booked appointment: a build template
A step-by-step template for turning a Meta instant-form lead into one clean CRM contact and a booked appointment, from field mapping to a launch checklist.
Overview
The ad did its job. Now the next hour has to.
A Meta lead ad can produce a phone number in seconds. Whether that becomes a booked appointment depends on what happens in the CRM next: the answers land in the right fields, the person isn't created twice, the first reply goes out while they still remember the ad, and someone owns the follow-up when the automation runs out of moves.
Flow
From instant form to a confirmed slot.
The example is a roofing inspection; the flow fits any business that books a visit or a call. Magenta marks where a person decides; dashed lines are optional.
Read the flow as text
- A Meta instant form submits a lead (before launch, a test lead).
- Answers map to CRM fields; consent wording, time and source are saved.
- A dedupe check matches on email, then phone.
- The first five minutes: a text, an email and a call task.
- A booking is confirmed with a reminder.
- No reply: a call, a text-back, then the office books by hand.
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The flow on one image. Please credit and link this page.
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Template
Eight steps from form to booked slot.
Write the form for the appointment, not the click
Ask only what the first conversation needs: name, phone, email, the property ZIP code and one or two qualifying questions such as the type of work. Put your consent wording on the form itself, in plain language, as a custom disclaimer.
Create the CRM fields before you connect anything
Add a custom field for every custom question, plus fields for first source, campaign, ad name and form name. Use dropdown fields where the form uses multiple choice, with exactly the same option labels.
Connect the form and map every question
Use the CRM's native Meta integration or a connector such as Zapier. In GoHighLevel, connect the page under Settings → Integrations, then map each question in Facebook Form Field Mapping. Check that nothing is left unmapped.
Set the duplicate rule
Decide how the CRM matches an existing contact (email first or phone first) and what happens on a match: update empty fields, add a note and a tag, never overwrite the first source.
Store consent and source on the contact
Save the consent wording version, the time of submission and the form name with the contact, so anyone can see later what the person agreed to and where they came from.
Build the first-five-minutes workflow
Trigger it on the form submission (in GoHighLevel, the Facebook Lead Form Submitted trigger). Send the confirmation text and email, alert the person on duty with a call task, and add exit conditions for a reply, a booking or an opt-out.
Add the missed-call fallback
If the call isn't answered, send a short text-back with the booking link and schedule the next attempt. The same text-back covers unanswered callbacks.
Run the launch checklist with a test lead
Create test leads with Meta's Lead Ads Testing Tool, follow each path the way a customer would, confirm every notification lands, then delete the test contacts in the CRM before going live.
Field mapping
Meta lead form fields to CRM fields.
Meta instant forms offer prefill questions (filled from the person's account, editable before they submit) and custom questions you write. Each one needs a home in the CRM before the first lead arrives.
| Meta form field | CRM field | Notes |
|---|---|---|
| Full name, or first and last name | First name, last name | Prefer separate first and last name questions so messages can greet by first name |
| Phone number | Phone | Check the country code format your CRM expects |
| Used as a dedupe key, so keep it required if you can | ||
| ZIP or postal code | Postal code | Drives service-area checks and territory routing |
| Custom question: type of work | Dropdown custom field | Option labels must match the form exactly |
| Custom question: timing | Dropdown custom field | Useful for routing urgent work to a call first |
| Custom disclaimer and consent checkboxes | Consent fields (text version, timestamp) | Store what was shown, not just "yes" |
| Form name, ad name, campaign | Source fields | Write once at creation; never overwrite later |
Tracking parameters you add to the form (values people never see) reach the CRM only if you map them too.
Duplicates and consent
Rules to settle before launch.
Duplicates. People submit twice, or fill in a form after calling. Decide the rule up front:
- Match on email first, then phone (or the reverse, if most of your leads skip email).
- On a match, add a note and a tag for the new submission, fill empty fields, and leave the first source alone.
- Don't start a second copy of the first-five-minutes workflow for someone who is already in it. Turn off re-entry, or check for an active tag before the first message.
- Check the account's duplicate-contact setting, so the CRM follows the same rule the workflow assumes.
Consent.
- United States: Marketing calls, texts and automated communications may require consent depending on the type of message, technology used and relationship with the recipient. Keep evidence of the consent wording and source, respect opt-outs and suppression lists, and review current TCPA, FCC and FTC requirements before launching automated outreach.
- United Kingdom: PECR and UK data protection rules apply to electronic marketing. Consent requirements differ depending on whether the recipient is an individual subscriber or a corporate subscriber and whether a valid soft opt-in applies. Keep clear consent records, provide a simple opt-out and review current ICO guidance before launch.
- Australia: Commercial email and SMS marketing must follow the Spam Act requirements around consent, sender identification and unsubscribe. Telemarketing must also account for the Do Not Call Register and applicable calling rules. Keep evidence of consent and make withdrawal easy.
Operational requirements:
- Store the consent wording the person saw.
- Store the consent source and timestamp where available.
- Honor STOP and unsubscribe requests.
- Maintain suppression lists.
- Do not re-enroll someone after they opt out.
- Do not send duplicate follow-up sequences.
- Use the original lead request as the context for the first response.
This resource is an operational implementation pattern, not legal advice. Marketing and privacy rules change and depend on your business, audience and communication method. Have your compliance adviser review your final consent wording, calling rules and message templates before launch.
First five minutes
The sequence, minute by minute.
| Time | Channel | What happens | Stops if |
|---|---|---|---|
| 0:00 | CRM | Contact created or matched, source and consent saved, tag added | Duplicate already in the sequence |
| 0:00 | Internal alert | Person on duty gets an app or text alert with a call task | Someone claims the lead |
| Within a minute | Text | Confirms the request, names the business, offers a booking link, says a person will call | Opt-out reply |
| Within a minute | Same confirmation and booking link, with your contact details | Unsubscribe | |
| Around minute two | Call | Call from the person on duty, or an automated call that rings them first, then connects the lead | Lead books or replies |
| Minute five | Check | No booking and no reply: hand off to the missed-call fallback | Booking or reply |
Keep the text short and specific: "Hi [First name], thanks for your roof inspection request with [Business]. Pick a time here: [link]. Someone from our office will also call you shortly. Reply STOP to opt out." Adjust the opt-out line to your market.
Missed-call fallback
When the call doesn't connect.
- Text-back. A short message after the unanswered call: "Sorry we missed you. Book a time here, or reply with a good time to call." If the call rang your team first, check the lead was actually dialed before sending this.
- Next attempt. One more call later the same day within your contact hours, and one the next business morning. Then stop calling and leave the booking link open.
- After hours. Outside your hours, the confirmation says when the office will call instead of promising a call now.
- Office booking. Phone bookings go on the same calendar, so reminders still run.
Checklist
QA before you launch.
- Create a test lead in Meta's Lead Ads Testing Tool and confirm each answer lands in the right field. The tool holds one test lead per form, so delete it there before creating the next.
- Send the same details twice and confirm one contact, one sequence, and an untouched first source.
- Open the contact and check the consent wording, timestamp and form name are stored.
- Reply STOP to the test text and confirm all further texts stop.
- Confirm the internal alert reaches the person on duty on their phone, not only in a shared inbox.
- Book through the link and check the appointment time, the calendar and the timezone in the confirmation and the reminder.
- Leave a test lead unanswered and watch the fallback run end to end.
- Run one lead outside business hours and check the after-hours wording.
- Confirm the workflow is published, not saved as a draft, and that test contacts are deleted afterward.
- Check that a report or pipeline view shows the lead under the right source and campaign.
When every item passes, launch with a small budget and read each new lead's history for the first few days.
Important: This template is a technical implementation guide, not legal advice.
Source: https://teqprotech.com/resources/facebook-lead-to-appointment · Teqprotech, updated October 10, 2026. Free to use and share with a link to the page above.
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Describe your ad forms, your CRM and who answers the phone. The brief form opens with GoHighLevel and roofing selected.