Send Facebook and Instagram ad leads to Close
Close is built for teams that call and email leads fast. EveryComment is where the lead first appears: a comment under an ad. Here is how to get from one to the other without losing the conversation.
Free. Read-only. Unanswered comments, reply time and hostile comments under your ads, in about a minute.
Trial: 14 days free. Cancel any time. Unlimited seats.
How it works
Capture the lead in EveryComment
From any conversation, press Send lead, check the name, email and phone found in the thread, add a note if you like, and send it on. At least one of email or phone is always present.
EveryComment posts it to your webhook
A JSON body with the contact, an AI summary of the conversation, the platform, whether it started as a DM or a comment, the ad id and post link, and a link back to the thread. The request is signed with HMAC-SHA256 and a timestamp, so the receiver can prove it came from us.
Your automation writes it to the CRM
Zapier, Make, n8n or a GoHighLevel workflow catches the webhook, looks the person up by email and then phone, and creates or updates the record. Put the summary, note and conversation link in a note on it.
| Field | What it holds |
|---|---|
| contact | first_name, last_name, email, phone (email or phone always present) |
| summary | One or two sentences by the AI about what the person wants |
| note | What your team member typed when they captured the lead |
| source | platform, origin (dm, comment or review), first_touch, ad_id, post_url, handle, profile_name |
| brand | Which of your brands the conversation belongs to |
| conversation_url | A link back to the thread in EveryComment |
Ways into Close
Through Zapier. Zapier’s Close app has "Find or Create Lead" and "Find or Create Contact" actions, plus "Create Lead", "Update Lead", "Create Contact" and "Update Contact". A Zap that catches the webhook, finds or creates the lead by email, and adds the summary as a note is the whole job.
Source: Zapier: Close integrations, read 2026-09-22.
Zapier’s Free plan gives 100 tasks a month. Connections via webhooks are listed on its Professional, Team and Enterprise plans; Professional starts at $19.99 a month billed annually, or $29.99 billed monthly. Make and n8n work the same way.
Source: Zapier pricing page, read 2026-09-22.
Through Close’s API. Close has a REST API for pushing leads, contacts and activities in from other systems, so a small function that checks our signature and calls it is another route if you have a developer.
Source: Close developer documentation, read 2026-09-22.
Close’s plans are listed per user per month: Solo $19, Essentials $49, Growth $109 and Scale $149 at the regular price, with lower promotional prices shown when the page was read.
Source: Close pricing page, read 2026-09-22.
Let an AI agent wire it
You do not have to work any of this out by hand. Under Settings, Lead webhook there is a set-up brief you paste into your own AI agent (Claude, ChatGPT, or the copilot in Zapier or n8n). It carries the field list, the signature rule and the steps, and asks you which CRM you use. A "Send test lead" button fires a sample so your trigger has something to map.
What is inside EveryComment
EveryComment covers Facebook, Instagram, Google Business and TikTok. Comments, comments on ads, direct messages and reviews land in one list, marked with the platform and the type, and sorted by how long the person has waited.
A lead that arrives in Close with a summary of what the person asked, which ad they saw and a link to the thread lets the caller open with the right sentence. The summary is written by the AI from the conversation when the lead is captured.
What EveryComment costs
| Plan | Price | Brands | Seats | AI drafts a month |
|---|---|---|---|---|
| Starter | $49 a month | 1 brand | Unlimited | 2,000 |
| Growth | $149 a month | 3 brands | Unlimited | 5,000 |
| Agency | $399 a month | 10 brands | Unlimited | 15,000 |
Source: EveryComment pricing, read 2026-09-22.
Prices in US dollars, billed monthly. Every plan has a 14-day free trial and unlimited seats, and on any plan each brand beyond the ones it includes is $30 a month. The AI drafts are shared by all the brands on the plan. At the limit the AI stops writing drafts ahead of time for the rest of the month, anyone can still ask for a draft up to a tenth past it, and the count starts again on the 1st. A card is taken at sign-up and charged when the trial ends unless you cancel first.
Source: EveryComment pricing, read 2026-09-22.
Questions.
Is this a built-in integration?
No. EveryComment sends a signed webhook and nothing else. Your CRM, or an automation tool in front of it, receives the webhook and creates the record. This means any CRM works, and there is no connection to switch on inside EveryComment beyond pasting a URL.
Does the lead go over on its own?
No. A person on your team captures the lead when the conversation warrants it. Nothing is pushed to the CRM without someone choosing to.
Can I check the request is really from EveryComment?
Yes. Every request carries a signature header: a timestamp and an HMAC-SHA256 of the timestamp and the body, keyed with a secret shown in Settings. Refuse anything that does not match or is more than five minutes old.
What if my automation is down?
A send that gets no 2xx answer within 10 seconds shows in EveryComment as failed, next to the conversation, so the team can send it again.
Sources
Every price and plan fact on this page was read from one of these pages on the date shown. Prices change; check the source before you decide.
- Zapier: Close integrations, read 2026-09-22
- Zapier pricing page, read 2026-09-22
- Close developer documentation, read 2026-09-22
- Close pricing page, read 2026-09-22
- EveryComment pricing, read 2026-09-22
Answer the people your ads already paid for.
Free. Read-only. Unanswered comments, reply time and hostile comments under your ads, in about a minute.
Trial: 14 days free. Cancel any time. Unlimited seats.