Enquiries from every channel and email conversations – in the CRM
Enquiries from website, Facebook, Instagram and Google Ads forms reach the CRM once, and each one shows the full email conversation.
Spam is flagged automatically, and a real enquiry is never lost.
- Client
- Equipment sales and service company
- Our role
- New modules in an existing system
- Years
- 2026
- Technologies
- Node.js / TypeScript, AWS API Gateway, SQS, Terraform, Meta Graph API, Google Ads lead forms, imapflow, S3, MongoDB, language model
The task
Leads from website forms, Facebook and Instagram ads, Google Ads forms and email had to land in the CRM once, attached to the right customer. Managers' email about leads sat in personal mailboxes the CRM could not see.
The solution
Forms and ads
- One pipeline: webhooks go through AWS API Gateway into an SQS queue, and a separate worker processes them.
- Website forms with photo and file uploads, Meta Lead Ads (answers fetched from the Graph API) and Google Ads lead forms.
- Customers matched only by email or phone, never by name – this fixed leads being attached to the wrong person.
- Missing contacts are added, each submission is taken in only once, and leads are numbered.
- The AI spam check only flags a lead, and if the check itself fails, the lead is taken in as usual: a real lead is never lost, and spam never creates customer records.
- Each manager's own mailbox connected over IMAP IDLE.
- Each lead shows the full two-way conversation.
- Managers reply from the CRM as themselves.
- Attachments and pasted images are kept, and documents the system sends are recorded in the thread.
- Mailbox passwords are stored encrypted.
- AI pulls the message and the contacts out of client emails that managers forward.
Lead channels
- Website forms
- Facebook and Instagram lead ads
- Google Ads lead forms
One intake queue
The same lead is never recorded twice
Done by AI: AI spam check
Only flags – a real lead is never lost
Customer matching
By email or phone, never by name
In the CRM
A new lead
Attached to the right customer
New contacts
Added to the existing customer
Results
- Leads from website forms and Meta Lead Ads reach the CRM automatically.
- The Google Ads lead-form channel is connected.
- Spam is flagged automatically.
- Every lead carries its email history inside the CRM.
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