Track leads from Google Forms into your CRM (HubSpot) with n8n

Track leads from Google Forms into your CRM (HubSpot) with n8n

Manually copying contact info from a Google Form into your CRM is a recipe for missed leads. In this guide, you’ll learn how to connect Google Forms to HubSpot with n8n automation, so every new lead lands in your CRM instantly—no copy-paste required!

Why Automate This

If any of these sound familiar…

  • Leads are slipping through the cracks because you’re too busy to check form responses
  • Your sales team can’t follow up quickly enough
  • You’re tired of copying data between tools

…automation is for you. With an automatic connection from Google Forms to HubSpot CRM, every lead is captured right when they submit. It’s the difference between a hot lead and a cold one.

Step-by-Step Setup

Below, we’ll walk through a simple automation workflow that lets you go from Google Forms response to a new contact in HubSpot—completely hands-free. We’ll use n8n, a free and flexible automation platform.

Step 1: Google Forms Collects a Lead

What’s happening: Your customer fills out a Google Form on your website or landing page. You designed the form to ask for name and email—feel free to ask for whatever info you need.

Workflow visual: One of those classic contact forms with fields like:

  • Name
  • Email
  • What can we help you with?

When submitted, Google creates a new row in a Google Sheet (this is the default for Google Forms).

Sample data (JSON):

{
  "Timestamp": "2025-07-24T13:01:04.555Z",
  "Name": "Jane Doe",
  "Email": "jane.doe@email.com",
  "Message": "I'd like to know more about your services."
}

Customizing: Add or remove form fields as needed—just make sure your sheet columns match.

Step 2: n8n Watches the Google Sheet for New Responses

What’s happening: n8n is set up with a special “Google Sheets Trigger” (sometimes called a polling node or a “watch new row” node). Every few minutes, it checks your responses sheet for brand new entries.

Workflow visual: Picture n8n as a little robot checking a spreadsheet: “Hey, is there anything new here?” If yes, it grabs the new info.

Sample data n8n reads:

{
  "Name": "Jane Doe",
  "Email": "jane.doe@email.com",
  "Message": "I'd like to know more about your services."
}

Tips:

  • If you don’t see “Google Sheets Trigger” in n8n, try the community nodes or set up Webhooks for instant reaction.
  • Adjust the polling interval in n8n to check every minute or longer as needed.

Step 3: Map the Form Data to HubSpot’s Contact Fields

What’s happening: n8n takes the values from the sheet (like Name and Email) and gets them ready for HubSpot. You just drag and drop the fields in n8n’s visual editor—no code needed!

Workflow visual:

Sheet ‘Name’ → HubSpot ‘firstname’
Sheet ‘Email’ → HubSpot ’email’

Sample JSON being prepared for HubSpot:

{
  "properties": {
    "email": "jane.doe@email.com",
    "firstname": "Jane",
    "lastname": "Doe",
    "message": "I'd like to know more about your services."
  }
}

Customizing: HubSpot has lots of standard and custom fields. Just map the sheet columns to HubSpot properties in n8n—add company name, phone, notes, whatever you want to track.

Step 4: n8n Creates or Updates the Contact in HubSpot

What’s happening: The n8n workflow sends the mapped data to HubSpot using its Contact Create (POST) action. If the email already exists, you can change it to “upsert” (update or create).

Workflow visual:

n8n → HubSpot (new contact appears in your CRM instantly!)

Sample API call from n8n to HubSpot:

{
  "method": "POST",
  "url": "https://api.hubapi.com/crm/v3/objects/contacts",
  "headers": {
    "Authorization": "Bearer YOUR_HUBSPOT_ACCESS_TOKEN",
    "Content-Type": "application/json"
  },
  "body": {
    "properties": {
      "email": "jane.doe@email.com",
      "firstname": "Jane",
      "lastname": "Doe",
      "message": "I'd like to know more about your services."
    }
  }
}

Tips:

  • Test with your own email first to make sure it doesn’t create duplicates you don’t want.
  • Add error handling in n8n in case HubSpot returns an error (like missing required fields).

Step 5: Optional—Send a Notification or Add to a Sales Pipeline

What’s happening: You can make your workflow even smarter by sending instant Slack, Teams, or email alerts to your team—or you can auto-create a new deal in your sales pipeline.

Workflow visual:

HubSpot Contact Created → n8n alerts sales team → (optional) n8n creates new “Deal” in HubSpot

Sample JSON for deal creation:

{
  "properties": {
    "dealname": "Lead from Google Form - Jane Doe",
    "amount": "0",
    "pipeline": "default"
  }
}

Customizing: Add steps in n8n for Slack, Teams, or Email nodes depending on your needs. You can branch the workflow based on the type of inquiry—route leads to the right people automatically!

Real Example: Lead to CRM in Under a Minute

Let’s bring it all together with a real-world scenario:

  1. Someone clicks your “Book a Demo” button and fills out your Google Form.
  2. Their answers land in your connected Google Sheet.
  3. n8n (running on your laptop or server) sees the new row immediately.
  4. It pushes their contact info—name, email, question—into HubSpot as a new contact, and optionally starts a new sales deal.
  5. Your sales team gets a ping (“New lead from website: Jane Doe, jane.doe@email.com”) and can follow up while the lead is still warm.

This all happens in seconds and repeats without anyone having to check the sheet or type anything in.

Tools You’ll Need

  • Google Forms (free with Google account)
  • Google Sheets (where the form responses go)
  • n8n (open-source automation—can run on your computer, server, or in the cloud)
  • HubSpot CRM (free plan is enough for basic lead capture)

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Final Thoughts

Setting up this workflow isn’t just about saving time—it’s about making sure no lead goes unnoticed. Even if you aren’t a coder, n8n makes it easy to connect your favorite tools, and Google Forms is a great way to collect info without complicated software. Once your leads are landing in HubSpot automatically, you’ll wonder how you ever managed manual copy-paste. Now you can focus on closing deals—not chasing down spreadsheets!

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