There are tons of CRM out there. Like seriously, tons. But honestly, it doesn't really matter which one you're using. They all start from the same place: a prospecting file, the holy grail. Except sometimes that file is a bit of a mess. Missing data, no way to properly segment your leads.
That's where something called CRM data enrichment comes in. In other words, pulling info from elsewhere to boost what you already have. And when you look at how much gold is packed into a single Google Maps page, you start thinking this might be one of the best sources out there for automated lead generation.
Today we're diving into how to enrich your CRM using Google Maps scraping techniques that can transform your lead generation process.
Table of Contents
- Why Google Maps Scraping Makes Sense
- Essential Tools for CRM Automation
- Step-by-Step Google Maps CRM Integration
- Data Enrichment Capabilities
- Scaling Your Lead Enrichment Process
- FAQ: Google Maps Scraping for CRM
Why Google Maps Scraping Makes Sense (And When It Doesn't)
Let's start with the basics. You probably already know this: Google Maps is a gold mine for leads. But not all business categories are created equal. There are over 4,000 different categories listed on the platform. So yeah, no need to go through all of them here. Just keep this in mind: if your CRM mostly includes small and medium-sized businesses, you are on the right track.
Google Maps scraping shines when you're dealing with local businesses, service providers, retail stores, restaurants, and pretty much any business that has a physical presence or serves a local market. The platform is packed with information that can transform your basic lead list into a comprehensive database through automated CRM enrichment.
Unlike traditional lead enrichment tools that rely on static databases, Google Maps provides real-time, constantly updated information that's publicly available and legally accessible for business purposes.
Essential Tools for CRM Automation
For this Google Maps lead generation tutorial, you will need three things:
- Your CRM - I will be using Pipedrive but honestly it doesn't matter much (HubSpot, Salesforce, or any other CRM works)
- A trigger or automation tool - Let's say Make.com (formerly Integromat)
- A Google Maps scraper - Scrap.io for example (a powerful Google Maps API alternative)
By the way, if you use the link in the video description you will get your first 100 leads for free. API access included - perfect for testing this CRM automation workflow.
Why This Combination Works Better Than Google Places API
While Google's official Places API exists, this lead enrichment approach offers several advantages:
- Cost efficiency: No pay-per-request API fees
- More comprehensive data: Including emails, social media, and website metadata
- No rate limits: Scale your data collection as needed
- Real-time updates: Always current information
For those interested in the technical differences, you can learn more about getting your Google Maps API key for comparison purposes, though the scraping approach often proves more cost-effective for large-scale operations.
Step-by-Step Google Maps CRM Integration
All right ladies and gentlemen, we have three opened tabs. The first one with Pipedrive or your CRM. The second one is Make and the final one is Scrap.io.
So to explain a bit further what our CRM automation project will be: first we need to retrieve or create API keys from both platforms - Pipedrive and Scrap.io - and we will combine them together on Make. So we'll create a new scenario in order to end up with a working automation for automated lead enrichment.
Setting Up Your API Keys for Lead Enrichment Tools
For the API on Pipedrive, it's hidden somewhere here. Sorry, it's in French. But you click on your profile and you have access to an API tab. All that to say that we can pick the one by default.
For Scrap.io, however, we have to create it. So, we jump into the security tab, API keys. We create a new key and we click on create and voila. Make sure to store it somewhere because if you click on close, you can't have access to it anymore.
Pro Tip: A quick word regarding the Scrap.io model on Make: At the time I'm recording this video, Scrap.io is in beta test regarding Make of course. So you might need to click the link in the description first and to kind of install the model before making use of it.
Understanding Google Maps Data Enrichment Capabilities
So Scrap.io - we have up to four actions. Let's say five if we take the "make an API call" into account. Obviously if we want to enrich the CRM data because that's what we expect to do, we are going to use the Enrich API.
But first thing first, let's retrieve a specific lead on our CRM. What I want to do is to target the organizations. For now, I have access to 10 leads. Let's pick up the first one. As you can see, I have access to the name and to the website. That's it. But I can also get more data if I want to.
I have created three custom fields: full address, review count, and phone. These were not randomly created. I know that this data is available through Google Maps scraping and can dramatically improve lead qualification.
The Single Lead Enrichment Process
So let's search for organizations and maybe we can get an organization. So we return details of an organization. We create a connection and we implement - we input the organization ID. The organization ID is that part. It's available within the URL. And if I run this model only, boom, one input, one output, and within the bundle, here is a name, here is a website.
So once I've got my organization, I'm going to use the Scrap.io model. I enrich the data. I create another connection because I have access to another API key.
So to enrich a lead, you will be based on one of these four inputs: the URL, the domain name, the email or the phone number. Not all four at once - it's not going to work right. So we have access to - I've said the website but it's more the domain name really. See recovery-agent.net. There it is.
And now if I run once, it's a success. Based on that domain name I end up with quite a lot of enriched data.
Data Enrichment Capabilities: What You Can Extract
To keep it simple, with Google Maps scraping tools like Scrap.io you have access to all the data available on the Google Maps page, but also if that Google Maps page has got a website, we are going to use a crawler in order to gather additional pieces of information like:
- Contact Information: Email addresses, phone numbers
- Social Media Profiles: Facebook, Instagram, LinkedIn, Twitter
- Business Intelligence: Reviews, ratings, opening hours
- Website Metadata: SEO characteristics, meta descriptions
- Location Data: Full addresses, coordinates, service areas
I might have forgotten one or two things, but you've got the whole idea. This level of automated data enrichment is what transforms a basic CRM into a powerful sales machine. For a deeper dive into the email extraction process specifically, check out our comprehensive guide on how to find email addresses from Google Maps.
Updating Your CRM Fields with Enriched Data
To wrap things up, we are going to update the organization - update an organization field value. The organization ID, it's going to be the same one. And I can add some items.
When I have first tried it out, it was pretty confusing to understand what the field identifier was. It's an ID. So, for example, if I want to get the full address, what I have to do is to click on my profile to scroll down a little bit to go to the settings section - which can be translated to I don't know, I'm just going to show you on the screen - organizations and within the personalized fields here is our full address. I click and copy the API key and as a value this will be the full address. Same thing for the reviews count and the phone number.
And that's it, let's run it once. Let's see if it has been updated successfully. Now I have access to my enriched lead data.
Scaling Your Lead Enrichment Process
Okay, so far what we have seen was useful. But let's be honest, we are not going to proceed this way. If we have to do it in real life, we're not going to update organization values one by one. What's more likely is that we will insert our prospecting file and we expect it to update the value for each and every one of our organizations automatically.
So let's proceed this way. First I import a file, a file containing three data rows. Let's keep things simple. I double check that the data is correct. So I click on next. Here is my overview. I click on next. What do I do if I end up with duplicates? I just merge the data fields. We end up with our three organizations.
Setting Up the Automated Watch Trigger
We will no longer get an organization. More likely we are going to watch for an organization. That's different. So let's delete that model. We watch organizations. It triggers when a new organization is added or updated. That's what we want for real-time CRM automation.
The filter - if you want to, for example, organizations which hasn't been contacted over the last month by the user. Okay. The limits - well I have three organizations and it triggers when an object is created or an object is updated, one of them.
And if I click on save, Make is going to ask me "okay but choose where to start from" - now on since a specific date, since today at 8:00 - and I click on save. Okay.
So let's run this model only. It's a success and I have three bundles as expected. Good.
Fixing the Data Flow Issues in Your CRM Automation
So now let's come back to Scrap.io. See if the variable is black like this? It means there is something wrong. It means that the data hasn't been updated. Here it is - website five. I save. We will have to do the same thing for the organization ID.
Maybe what we can add is a filter here. Let me explain. I set up a filter and we say if at least one data, if the total number of bundles is not equal to zero, then we move on.
Let's run it once. And now it won't work. Why? Because the organizations are no longer new. This is why I've prepared a second CSV file. Let's do that really quick. So now I set up the limit to 10.
And if I run it once, we just need to wait for a little bit. You can see that the data has been added correctly. And that's it.
Your Turn to Create Magic with CRM Data Enrichment
Now it's your turn. You can create your own scenario and imagine something different that works for you. The beauty of this Google Maps CRM integration setup is that once you have it running, your CRM becomes a self-updating machine. Every new lead that comes in gets automatically enriched with valuable Google Maps data, giving you everything you need to qualify and prioritize your prospects.
Think about it: instead of manually researching each lead, you now have their full address, phone number, review count, and even social media presence automatically populated. That's the difference between a basic CRM and a war machine for lead generation.
This automated lead enrichment approach scales beautifully. Whether you're processing 100 leads or 10,000, the system works the same way. Your sales team can focus on selling instead of data entry, and your conversion rates improve because you have better, more complete information about each prospect.
Once your CRM is enriched with this valuable Google Maps data, you can implement sophisticated cold email outreach strategies that leverage the detailed business intelligence you've gathered to create highly personalized and effective campaigns.
The Competitive Advantage of Real-Time Data Enrichment
Unlike traditional lead enrichment tools that rely on static databases that may be months or years old, this Google Maps scraping approach gives you real-time data. When a business updates their hours, adds a phone number, or gets new reviews, that information is immediately available in your CRM.
This real-time advantage is particularly powerful for local businesses and service providers. You'll know immediately if a prospect has recently received negative reviews (opportunity for a service provider), expanded their hours (growth signal), or updated their contact information (better deliverability).
For businesses comparing different data enrichment solutions, Scrap.io stands out as a superior alternative to traditional tools like OutScraper for Google Maps data extraction, offering better pricing and more comprehensive features.
FAQ: Google Maps Scraping for CRM
Q: Is Google Maps scraping legal for business use?
A: Yes, Google Maps scraping is legal when you're extracting publicly available information for legitimate business purposes. The data visible on Google Maps is public information that businesses have chosen to display. However, always respect robots.txt files and use reasonable request rates to avoid overwhelming servers.
Q: How does Google Maps scraping compare to the official Google Places API?
A: While the Google Places API is the official method, Google Maps scraping offers several advantages: no per-request costs, access to more comprehensive data (including emails and social media), no rate limits, and real-time updates. The official API has strict usage limits and can be expensive for large-scale operations.
Q: What types of businesses benefit most from Google Maps CRM enrichment?
A: This approach works best for businesses targeting local and regional companies: digital marketing agencies, web developers, business service providers, equipment suppliers, and any B2B company that sells to businesses with physical locations. The 4,000+ business categories on Google Maps make it suitable for most industries.
Q: How accurate is the data extracted from Google Maps?
A: Google Maps data is generally highly accurate because it's maintained by business owners themselves and the Google community. Phone numbers, addresses, and hours are typically current, while email addresses and social media links are extracted from associated websites using web crawling technology.
Q: Can I automate this process for thousands of leads?
A: Absolutely! The tutorial shows how to scale from single-lead enrichment to bulk processing. Using automation tools like Make.com, you can process unlimited leads automatically. The system watches for new CRM entries and enriches them without manual intervention.
Q: What CRM systems work with this Google Maps enrichment method?
A: This method works with virtually any CRM that has an API, including Pipedrive, HubSpot, Salesforce, Zoho, Monday.com, and many others. The automation platform (Make.com) supports hundreds of CRM integrations, making it universally applicable.
Q: How much does it cost to implement this CRM automation?
A: The cost is quite reasonable: Make.com starts at around $9/month for basic automation, and tools like Scrap.io offer free tiers with 100 leads to get started. This is typically much cheaper than traditional data enrichment services that charge per record or require expensive annual contracts.
Q: What data fields can I enrich in my CRM?
A: You can enrich dozens of fields including full address, phone numbers, email addresses, website URLs, social media profiles (Facebook, Instagram, LinkedIn, Twitter), business hours, review counts, ratings, price ranges, business categories, and even popular visiting times. The exact fields depend on what's available for each business. For a complete breakdown of extraction methods, see our detailed guide on extracting emails from Google Maps.
Ready to transform your CRM into a lead generation war machine? Start with Scrap.io's free tier and get your first 100 leads enriched for free, with full API access included. Your sales team will thank you for the time saved and the higher-quality leads.