How to get Google Maps leads into HubSpot: field mapping, dedupe, segments and the rules

To get Google Maps leads into HubSpot, export them as a UTF-8 CSV (one row per business, one header row), import the file as contacts, and map Email to Email, the business name to Company Name, and phone, website and address to HubSpot's standard contact properties. HubSpot updates any contact whose email already exists instead of duplicating it. Put Maps-only fields like category, rating and review count into custom properties you create first. Then build a segment for the import, and keep cold leads out of HubSpot marketing email: HubSpot's policies require opt-in for that. Below are the exact mappings, the dedupe rules and the compliance points, from HubSpot's own documentation as of November 2026.

What do you need before importing Google Maps leads into HubSpot?#

You need a clean file and a few custom properties. HubSpot's import requirements, as of November 2026:

• File type: .csv, .xlsx or .xls, one sheet, with a header row. Fewer than 1,000 columns.
• Encoding: UTF-8 if any business names have accents ("Café Luna").
• Required for contacts: Email. First and last name are optional, which suits Maps data: listings don't carry owner names.
• Required for companies: Name or Company domain name.
• Limits: 20 MB per file on free tools; 512 MB and up to 1,048,576 rows per file on paid plans.

Before the import, create custom contact properties (Settings, then Properties) for the Maps fields HubSpot doesn't have. A sensible set: Google Maps category, Google rating, Google review count, Google Maps URL and Google Place ID. Don't map the Maps category to HubSpot's built-in Industry property: Industry is a fixed list of options, and "Plumber" or "Dental clinic" won't match it.

Checklist for the file:

• One row per business, with that business's best email in the Email column.
• Verified emails only. Accept-all (catch-all) addresses in a separate file, invalid ones never.
• Your suppression list applied: past unsubscribes, bounces and "remove me" replies.
• Phone numbers in one format, ideally E.164 (+15125550142).
• Empty and unused columns deleted.

How do I map Google Maps columns to HubSpot properties?#

Map the contact fields to HubSpot's standard properties and everything Maps-specific to your custom properties. This table uses the column names a typical Maps export has.

If you also want company records, import contacts and companies from one file. HubSpot needs a unique identifier for both objects in every row: Email for the contact, and Company domain name for the company (the website's domain, such as brightsmile.example). Without both identifiers, HubSpot creates records instead of associating them.

How do I run the import in HubSpot?#

These are the steps in HubSpot's import tool.

1. Open the import tool and start an import from a file.
2. Choose Contacts, or Contacts and Companies if you included company domains.
3. Upload the file. On the mapping screen, set each column with the HubSpot Property dropdown. Set unused columns to "Don't import column."
4. Choose Create and update contacts. "Create new contacts only" skips rows that already exist; "Update existing contacts only" ignores new ones.
5. On the last screen, tick Create a contacts segment from this import so you can find this batch later.
6. Leave Set this contact as a marketing contact unticked for cold leads (the reasons are below).
7. If your portal has data privacy settings turned on, choose a legal basis in Set the legal basis for processing a contact's data.
8. Finish, then open the import's error file if HubSpot reports any failed rows.

A paid HubSpot account can run up to 500 imports and 10,000,000 rows a day; free tools allow 50 imports and 500,000 rows a day. That is far more than a local list needs.

How does HubSpot deduplicate Google Maps leads?#

HubSpot deduplicates contacts on Email and companies on Company domain name. Import a row whose email already exists and HubSpot updates that contact, so re-importing a refreshed list doesn't create duplicates. A Record ID column does the same for any object.

Three cases need care with Maps data:

• Freemail businesses. Plenty of small businesses use a Gmail or Yahoo address. Those can't dedupe as companies by domain. HubSpot's automatic company association does look at the contact's Website URL for freemail addresses, which is another reason to map the website column.
• Two listings, one business. A business can have one email but two Maps listings (a second location, or a practitioner listing). HubSpot will merge them into one contact by email. Decide whether that's what you want before import.
• Companies without a domain. If you import companies, give the custom Google Place ID property "unique values" and use it as the identifier. HubSpot accepts a unique custom property as an import identifier, though its docs warn that a custom unique property doesn't stop duplicate company domains: remove duplicate domains from the file first.

The automatic company setting ("Create and associate companies with contacts", under Objects, then Companies) matches each contact's email domain to a company's domain and creates the company if none exists. It won't override a company already associated with a contact.

How do I organize Maps leads into segments?#

Use segments, which HubSpot previously called lists. There are two kinds as of November 2026:

The segment you created at import is your batch. Then build active segments from the custom properties: Google Maps category is "Roofing contractor", City is any of your territory, Google rating is under 4.0 (a common angle for reputation and local SEO offers), Email grade is Verified. Assign owners, set Lead Status, and your reps have a working queue.

Can I send cold email to Google Maps leads from HubSpot?#

Not as marketing email. HubSpot's Anti-Spam Policy says you may not use HubSpot to directly contact recipients from "purchased, rented, borrowed, or other third-party lists," and names "email append services or enrichment services lists." Its consent guide says marketing email needs verifiable permission from the recipient, and that a lack of opt-out doesn't count. The same guide says you can still send a one-to-one email to a new contact.

What this means in practice, and it's a reading, not legal advice:

• Keep cold leads as non-marketing contacts. Marketing contacts count toward your billable tier. Non-marketing contacts don't, and you can't send them HubSpot marketing email.
• One-to-one sales email from HubSpot is what the consent guide allows. Whether a list you built with a lead tool counts as a "third-party list" under the Anti-Spam Policy is a question for HubSpot (the policy lists legal@hubspot.com) or your lawyer.
• First-touch cold outreach is usually sent from a dedicated cold email tool on separate sending domains, with replies and won deals landing in HubSpot. Our guide to importing Google Maps leads into Instantly, Smartlead or lemlist covers that side.

The law sits on top of HubSpot's rules. In the US, CAN-SPAM allows B2B cold email but requires an honest subject and sender, a physical postal address, a working opt-out, and opt-outs honored within 10 business days. In the UK and EU, cold B2B email usually relies on legitimate interest, which is why HubSpot's legal-basis setting matters. Our cold email laws guide covers CAN-SPAM, GDPR, CASL and PECR. Separately, Google's Maps terms restrict scraping and building lists from Maps content: the business facts are public, but contract terms and personal-data law still apply. See is scraping Google Maps legal, and get legal advice for your situation.

Can I push Google Maps leads into HubSpot without a CSV?#

Yes, through HubSpot's API. Lead tools with a HubSpot integration call HubSpot's contacts API directly, which skips the export, mapping and import steps. Leadraft's HubSpot push works like this:

• Created or updated, matched by email. Each lead becomes a HubSpot contact. Sending the same business again updates its contact instead of duplicating it.
• Standard properties only. The push writes HubSpot's built-in contact properties above. It doesn't create company records, segments or custom properties, and it sends only the primary email; a business's other addresses stay in your Leadraft files. Build your segments in HubSpot after the push.
• Verified by default. Pushes include Verified emails, you can add accept-all, and invalid emails never leave. Your do-not-contact list is applied on the way out.
• Monitors. A monitor repeats a search on a schedule and can send only the new businesses to HubSpot.

To connect it, Leadraft asks for a HubSpot token with the contacts read and write scopes. An existing HubSpot private app token works. Note that HubSpot stopped letting existing accounts create new legacy private apps on October 26, 2026, and now points in-account integrations to service keys, which its docs describe as Bearer tokens for the same CRM APIs, created under Development, then Keys. Existing private apps keep working. We haven't yet tested service keys against our push.

If you'd rather not use a direct push, a signed webhook can send lead batches to Zapier, which can then create HubSpot contacts with whatever custom properties you've mapped. That route lets you write the Maps category and rating into custom properties, which the direct push doesn't.

FAQ#

How do I import Google Maps leads into HubSpot?#

Export the leads as a UTF-8 CSV with one row per business and a header row, then in HubSpot go to the import tool, choose contacts (or contacts and companies), map Email to Email, the business name to Company Name, and phone, website and address columns to their standard properties. Choose Create and update, tick Create a contacts segment from this import, and finish.

How does HubSpot stop duplicate contacts from Google Maps imports?#

HubSpot deduplicates contacts on Email and companies on Company domain name. If a row's email already exists, the contact is updated instead of duplicated. Businesses that use a Gmail or Yahoo address have no usable company domain, so add a unique custom property such as a Google Place ID if you import companies.

Can I send HubSpot marketing emails to Google Maps leads?#

Not as a cold list. HubSpot's own policies require verifiable opt-in for marketing email and bar contacting recipients from purchased, rented or other third-party lists, including enrichment lists. HubSpot's help center says you can still send a one-to-one email to a new contact. Many teams use HubSpot as the CRM and send first-touch outreach from a dedicated cold email tool. Check HubSpot's terms and get legal advice for your case.

Do Google Maps leads count as HubSpot marketing contacts?#

Only if you set them as marketing contacts. Marketing contacts count toward your billable contact tier, while non-marketing contacts don't. Imported leads you only plan to work by sales email or phone can stay non-marketing.

Can I push leads to HubSpot without a CSV?#

Yes. Some lead tools push straight to HubSpot through its API. Leadraft creates or updates a HubSpot contact for each lead, matched by email, with company name, phone, website, city, state, postal code and country set on the contact. You connect it with a HubSpot token that has contacts read and write scopes.

Sources#

1. HubSpot, Set up your import file (file types, limits, required properties, identifiers, associations).
2. HubSpot, Import objects (mapping, create and update, segment from import, marketing contact and legal basis options).
3. HubSpot, Deduplication of records.
4. HubSpot, Automatically create and associate companies with contacts.
5. HubSpot, Create active or static segments.
6. HubSpot, Set contacts as marketing.
7. HubSpot, Anti-Spam Policy and Understand opt-in consent for email.
8. HubSpot Developers, Legacy private app creation sunset and Account service keys.
9. Federal Trade Commission, CAN-SPAM Act: A Compliance Guide for Business.