EV Lead Intake & SMS Nurture: Facebook Lead Ads → RingCentral + Pipedrive Across 3 Pipelines

Problem:

evNation, a C10 licensed electrical contractor with 2,000+ residential installs, ran Facebook Lead Ads for three distinct services (EV charger installation, panel upgrades, and apartment B2B charging) but had no automated way to route leads into the correct CRM pipeline, send immediate SMS outreach, or schedule timed follow-up sequences, resulting in slow response times and leads going cold.

Solution:

Built three coordinated Zapier workflows, each triggered by Facebook Lead Ads on the evNation page. The Residential Charger and Panel Zaps follow identical 19-step architectures: on lead capture, the Zap instantly sends a personalized SMS via RingCentral, creates the person and deal in the correct Pipedrive pipeline (Residential / Charger or Panel), schedules call task activities for Day 0, Day 1, and Day 5 using Formatter date math, then enters a delay-and-check loop — after 2 days it re-finds the deal, filters to confirm the stage is still 'New Lead,' sends a Day 2 follow-up SMS, waits 5 more days, re-checks stage again, and sends a final Day 7 SMS. The Apartment B2B Zap extends this to 28 steps with a longer cadence (Day 0 → Day 3 → Day 10) and adds a Code by Zapier step that maps the lead's zip code to the correct California utility territory, then uses Zapier Branching (Paths) to route into four parallel update paths — SCE, SDG&E, PG&E, and LADWP — each updating the Pipedrive deal with the matching utility provider and DAC type for incentive eligibility tracking.

Result:

Every Facebook lead across all three evNation service lines now receives an SMS within seconds of submission, enters the correct Pipedrive pipeline with pre-scheduled call tasks, and gets stage-aware follow-up messages that stop automatically once the lead advances, with the B2B pipeline additionally tagged by utility territory for incentive qualification.