The BNTouch Facebook Ads integration is two distinct workflows that run in opposite directions. Audience sync sends CRM contact data (past borrowers, current pipeline, custom groups) to Facebook as a custom audience so you can target ads at them or build lookalikes. Lead form sync pulls new leads off your Facebook lead forms and drops them into the BNTouch pipeline so they enter your drip sequences automatically. Together these two pieces close the loop between paid media and CRM-driven follow-up without any spreadsheet exports.
Aiden opens this walkthrough by naming a real loan officer problem: “If you have an opt-in form on Facebook itself on the Facebook ad platform, you can then sync those leads from Facebook into your [BNTouch] pipeline so you can start sending them automated drip emails and things like that” [WSOUieqjZ6Y m0]. The alternative most teams default to is exporting leads from the Facebook Ads Manager weekly, importing the CSV into BNTouch, and watching the speed-to-contact metric quietly degrade. By the time the lead is in your CRM, they have moved on.
The integration eliminates that gap on the inbound side, then layers in audience sync on the outbound side so you can retarget your existing CRM list with mortgage-specific Facebook ads.
The first connection step
You start by linking Facebook to BNTouch with an OAuth login. From the walkthrough: “It’ll say log into Facebook. You’re gonna need to connect this with your Facebook [account]” [WSOUieqjZ6Y m2]. The connection requires admin access to the Facebook ad account you want to sync with, so confirm before you start whether you or someone on the team holds that role.
Once connected, the BNTouch screen exposes two sections: audiences (CRM contacts pushed to Facebook) and lead downloads (leads pulled from Facebook into the CRM).
Audience sync: build CRM-backed custom audiences for paid social
The audience sync flow lets you create a Facebook custom audience from any segment of your BNTouch contact data. The walkthrough names the input options: “We can add people from specific custom groups that we’ve made, we can add them from the marketing sequences, we [can add them from any segmented list]” [WSOUieqjZ6Y m4].
Real example. You have a “past borrowers, 18 to 36 months from funding” group set up in BNTouch. You sync that as a custom audience to your Facebook ad account. You run a refinance opportunity ad targeting only that audience, with a lookalike layered on top to expand reach. This is harder to do manually because manually maintained audiences go stale the moment a borrower’s anniversary date passes.
The walkthrough also points out a useful diagnostic: “This should populate with a number of contacts and a couple of seconds here. Depending on how large your lists are guys is going to depend how long these [take to sync]” [WSOUieqjZ6Y m5]. If the contact count comes back at zero or much lower than expected, you have a filter problem to debug before the audience goes into ad campaigns.
Lead form sync: pull Facebook lead form submissions into BNTouch
The other direction is more important for performance teams. Facebook lead forms convert dramatically better than off-platform landing pages because the form prefills with the user’s profile data and they never leave the Facebook environment.
From the demo: “[Users] don’t want to leave Facebook. They know it’s safe here. They know that what they’re doing here. So you can use this lead generation tool, you can create forms, and then any lead that signs up, you can have it automatically sync into [BNTouch]” [WSOUieqjZ6Y m10]. The setup inside BNTouch is straightforward. You go to the lead downloads section, click Add New, choose the Facebook page and the lead form you are pulling from, and BNTouch handles the sync.
From there, every lead form submission lands inside the BNTouch pipeline as a new lead record. If you have a new-lead campaign set to fire on database addition with a “source equals Facebook” trigger, the campaign starts immediately. The first welcome email goes out within minutes.
The lead diagnostics line that most teams miss
Aiden flags a detail that prevents most of the support tickets that come up on this integration: “It also [shows] you the number of leads that have come in, so you can always come back and check this, and then you can always resync it if you don’t think it’s right or you want to update it” [WSOUieqjZ6Y m11]. So when a Facebook ad campaign runs over a weekend and you suspect leads did not make it into the CRM, the lead downloads screen shows the count and gives you a resync button. You do not have to call support to confirm.
A specific scenario worth copying
A loan officer running a refinance opportunity ad on Facebook gets 23 lead form submissions over a Saturday. With the integration off, those leads sit in Facebook until Monday morning when someone exports them. By that time, half have already pinged three other lenders.
With the integration on, each submission lands in BNTouch within minutes. A new-lead campaign with the trigger “source = Facebook AND product = refi opportunity” fires the welcome email at submit time. By Sunday afternoon, 8 of the 23 have opened the email twice and are warm leads for Monday morning follow-up. Same ads, same lead count, dramatically different cost-per-funded-loan.
Honest limits
You need admin access to the Facebook ad account. The OAuth connection requires it. If you are running ads through an agency, coordinate with them before you connect.
Custom audiences require Facebook’s minimum match threshold. Facebook does not show audience size below a certain match floor. If your CRM list is small, expect to see “less than 1,000” in the audience size until you scale.
The integration is one-way per direction. Audience sync pushes contacts to Facebook. Lead form sync pulls leads from Facebook. The CRM does not currently push form-submission data back into Facebook Conversions API. That is a separate API and a separate setup.
Try the Facebook integration on your own ad account
If you want to wire your Facebook ads into BNTouch and see audience plus lead form sync running live, request a demo and ask the team to walk through both directions on a sandbox account. The integrations page lists the rest of the marketing stack.
