Everything you need to know about LinkedIn Lead Gen Forms

LinkedIn Lead Gen Forms are effective for generating leads. They let advertisers collect leads directly on the platform with mobile-friendly technology, without needing a landing page.

But how can your ads get clicks and bring in conversions instead of your competitor? 

Most advertisers leave a lot on the table. They set up a campaign, hit launch, and stop there. This means no testing, optimization, or layered strategy.

Instead, you need to get hands-on. Ask better questions, connect your CRM, and use LinkedIn’s data to refine your targeting. The more intentional you are, the more those leads become real opportunities.

Here, we’ll talk about LinkedIn Lead Generation Forms and how you can use them to boost your B2B marketing.

Benefits of LinkedIn for lead generation in B2B marketing

With about 1 billion users in over 200 countries worldwide, LinkedIn has become an established platform for businesses to acquire qualified leads. What does that mean to you? Here are some interesting stats to put LinkedIn’s advertising potential in perspective:

• LinkedIn ads are 277% more effective at generating leads than other social platforms.
• 80% of all B2B social media leads come from LinkedIn.
• Up to 2x higher conversion rates compared to other platforms.
• It’s 6x more likely to convert when people see both brand and lead-gen messages.
• There’s a 10 to 15% completion rate on LinkedIn lead gen forms. For comparison, many landing pages don’t even hit half that.

Before discussing how LinkedIn Lead Gen Forms are revolutionizing lead generation in the B2B industry, let’s see why LinkedIn has become so popular.

1. Granular access to target audiences

LinkedIn targets audiences for B2B lead generation. It groups users by specific traits, making advertising more effective.

The targeting options include: 

• Industry
• Company size
• Seniority of employees 
• Job titles, and more. 

While these targeting options may share similarities with other platforms, LinkedIn is designed to encourage workplace networking. This makes accessing vital professional information much easier and simplifies the process of creating targeted audiences.

2. Reaching industry decision-makers

LinkedIn boasts an extensive professional user database. In fact, four out of every five LinkedIn users possess the power to make business decisions. That’s why lead generation efforts on LinkedIn can increase your odds of capturing high-value leads.

After all, the platform’s vast audience features over 180 million senior-level influencers. This audience segment has twice as much buying power as opposed to the average web audience.

3. Effective content marketing tool

B2B buyB2B buyers constantly search for content online before making purchases, which moves them forward in their customer journey. This is why there are 9 billion content impressions in LinkedIn feeds every week.

LinkedIn Business says it’s the top network for B2B marketers to share content, ahead of X and Facebook. It’s more than a job search site. It’s also a research tool for industry insights, client information, and influencer content.

The large database of professionals on LinkedIn allows your content to get noticed by key decision-makers.

4. Delivers greater results

With the launch of LinkedIn Accelerate in late 2024, AI is making lead generation feel a lot more precise and efficient. It helps businesses reach the right people faster, which means better leads and a stronger return on investment without the heavy lifting.

Since the data volume grows, you can better extract valuable insights to drive your strategies forward. You can now streamline ad creation, and save time and resources while boosting ad performance with precise optimization.

All these have encouraged over 69 million registered companies to use this platform to grow their brands, optimize their customer experience, and build relationships (instead of prioritizing sales).

5. Valuable lead source

LinkedIn drives 277% more leads than Facebook and X. This is why 86% of B2B content marketers use LinkedIn to generate organic traffic.

These figures show how LinkedIn is a substantially stronger ground for connecting with potential leads. Not to mention, the ability to share valuable content with users who share characteristics with your target audience. 

How to create ads on LinkedIn? Discover more about the anatomy of LinkedIn Ads in this article.

LinkedIn Ads automation: LeadsBridge as a LinkedIn Marketing Partner

Choosing the right provider for integrating your databases and automating your LinkedIn Ads can be challenging. Fortunately, LeadsBridge can help you do that while offering unique features as a LinkedIn Marketing Partner. 

LinkedIn approves all of LeadsBridge’s LinkedIn integrations before they are made available. Besides automated data bridges, you’ll get advanced LinkedIn product training, direct support from LinkedIn, and easy and fast-tracked access to new products.

With LeadsBridge, you can streamline your LinkedIn Ad campaigns and get the most out of LinkedIn Ad features, such as LinkedIn Lead Gen Forms, LinkedIn Matched Audiences, and LinkedIn Conversions API.

Generating B2B leads with LinkedIn Ads via landing pages

Landing pages work well with LinkedIn ads because they keep the user journey focused. After clicking your ad, users land on a page built specifically around that offer with a clear next step.

LinkedIn supports different types of landing pages for lead generation.

Lead generation landing pages

For B2B campaigns, LinkedIn ads often drive to a landing page with a clear goal: capture user info in exchange for something valuable, like an ebook, webinar, or report.

The most effective pages highlight the offer quickly, include a short form (ideally under five fields), and remove any distractions. Adding a short video can also boost conversion by clarifying what the user gets.

Social media landing pages

LinkedIn also supports micro landing pages within the platform itself through Lead Gen Forms. These pre-filled user data make it faster to convert. 

Sometimes an ad isn’t enough and you may need to provide more context, like showcasing product features or event speakers.

Linking them to a dedicated landing page outside LinkedIn lets you offer more information, resolve decision fatigue, and capture more leads.

Conversion-focused (ecommerce) landing pages

If your LinkedIn ad promotes a product or service, drive users to a conversion-optimized page. Use urgency (“Limited offer”), clear CTAs (“Buy now”), and simple pricing breakdowns.

Keep options limited to avoid drop-off, and use testimonials or short videos to reinforce credibility and value.

Bonus tip: Test different versions of your landing page directly through LinkedIn campaigns. Try variations in headlines, CTAs, or form lengths. Then use LinkedIn’s analytics to track which version converts better and optimize accordingly.

What are LinkedIn Lead Gen Forms?

LinkedIn Lead Gen Forms make it easy to collect high-quality leads right from your ads. The forms are pre-filled with users’ info, so they can submit without ever leaving LinkedIn. 

It’s quick for the user and more effective for you, which improves the user experience and often results in better conversion rates.

To collect more lead data, you can add this form to your sponsored content campaigns, use it on new campaigns, or add it to old ones. 

These forms work with the different ads available on LinkedIn sponsored content and InMail, aka conversation advertising, which is accessible through mobile and desktop.

Advantages of using LinkedIn Lead Gen Forms

Speaking of advantages, LinkedIn Lead Gen Forms:nkedIn Lead Gen Forms:

• Are designed for mobile use, catering to LinkedIn’s large mobile audience (57% of traffic).
• Remove friction in the conversion process, making it easy for users to submit information with just a few clicks.
• Allow for asking for more information without reducing conversion rates, with pre-filled data from users’ profiles.
• Provide double-conversion: obtains user’s email upon sign-up and offers further nurturing opportunities through website links on the “Thank You” page.

It’s also worth mentioning that LinkedIn provides detailed reports on the performance of your Lead Gen Forms, including metrics like form fill rate, which can help optimize your campaigns for better results.

How do LinkedIn Lead Gen Forms work?

So, how do LinkedIn Lead Gen Forms work exactly? LinkedIn Lead Gen Forms make it easy for businesses to collect contact information from people who click on their ads. 

When someone clicks a call-to-action button on your ad, the form pops up already filled with details from their LinkedIn profile, like name, email, job title, and company. No typing needed.

Once they hit “submit,” their info goes straight to you. It’s quick and easy for the person, and it helps you get more leads without sending them off to LinkedIn.

These forms work on both mobile and desktop, and you can use them with Sponsored Content and Sponsored Messaging ads. After someone interacts with your form, you can also retarget them later using LinkedIn’s Matched Audiences.

Additionally, there’s no extra cost for using Lead Gen Forms. You just pay for the ads like usual.

Here is a LinkedIn Lead Gen Ad example that shows you what it looks like on the user’s end.

                                  

After a user clicks on the “Sign up” button, they are presented with a Lead Gen Form.

 

Next, they will see a “Thank You” page with your message and a link back to your website or where you want to send the lead.

How to set up LinkedIn Lead Gen Forms: Steps and examples

Setting up a LinkedIn Lead Gen Form is easy. Here’s the step-by-step method.

• Go to “Campaign Manager” and find “Assets” on the left sidebar menu. Then click on “Lead gen forms”.

• Click on “Create form”.

The LinkedIn Lead Gen Form is divided into four parts:

1. The form details
2. Lead details & questions
3. Confirmation
4. Hidden fields
   

1. The form details. 

 To build your form, follow the steps:

• Provide a “Name” for your form.
• Choose your “Language”. Ensure that your form language matches the profile language of your ad campaign.
• Create an attractive “Offer Headline” that is less than 60 characters.
• Write your “Offer details”. This is a description of your offer stating its benefits to the user. You have 160 characters for it, so create a compelling description.
• Add the “URL” that links to the Privacy Policy on your website.
• Add the “Privacy Policy” text in the box provided. You’ll have a 2000-character limit for this field. 

2. Lead details & custom questions

This is where you specify the data you want to collect from your potential leads as they sign up on your form. There are different questions you can select. Follow the steps below to do it.

• Select the “Contact Information Details” you want e.g., First Name, Last Name, Email address, Phone number, etc.
• Select the “Work” details such as job title, position, company, etc.
• Add the “Education” details such as the degree, field of study, graduation details, etc.
• Select the “Demographics” of the user, i.e., Gender.

Users don’t need to fill in most of the fields in this part of your form as they are automatically pre-populated for them. However, fields such as Email address, Phone number, or Gender cannot be automatically pre-filled.

• Custom questions and Custom checkboxes

In these parts, you can customize the form by adding your own questions and checkboxes. LinkedIn lets you add up to three custom questions and five custom checkboxes.

3. Confirmation

The next part of the form is the “Confirmation” setup. This is the “Thank You” page your user will see after converting.

• Create a thank you “Message” and state how you will communicate with the user afterward.
• Provide a “Landing Page URL” with useful information.
• Select a “Thank you message call-to-action” relevant to your offer from the drop-down menu.

4. Hidden fields

This part is optional, and it requires integration with a third-party marketing automation platform.

The hidden fields are hidden from the user. Such details include a hidden agency ID so you can identify the lead coming in from your forms. It can also be a product ID to help you identify the product you are selling to users in the ad. 

Once you have completed all four sections, click “Agree & Create”. 

That’s all you need to set up LinkedIn Lead Gen Ads. For more information, check out this article about how to create your first LinkedIn advertising account. 

LinkedIn Lead Gen Form privacy policy

LinkedIn Lead Gen Form best practice requires advertisers to enter a privacy policy URL in the form details section when creating LinkedIn Ads.

The URL’s page should contain only the privacy policy. It also mandates disclosing how the leads’ data collected from the campaign will be used.

During the form submission process, you’ll need to obtain the user’s consent based on how you will use their information.

This is done by enabling the custom checkboxes so that they can be displayed close to the user descriptions. For example, “We’ll use your information to educate you more about our products and services”.

How to test LinkedIn Lead Gen Forms

Testing your LinkedIn Lead Gen Ads is a great way to make sure everything works perfectly before sending your ads live. This is especially important if you integrate it with third-party marketing automation or a CRM provider (more on that later). 

1. Sign in to the Campaign Manager.
2. Click the account, campaign group, and the name of where you saved the form.
3. Click on the “manage” button in the pop-up.
4. Click the … more icon and choose Preview from the drop-down.
5. Click the call to action button in the preview.
6. Click the privacy policy check box, then click on submit.
7. Close the preview window and click the back arrow to go back to the account overview page.
8. Click the account assets tab and select Lead Gen Form.
9. Click download leads.
10. A CSV file will download to your device. 

Keep in mind that when you open the report, you’ll see values of TRUE or FALSE. TRUE means a test lead, while FALSE shows a real lead. So, in this case, you’ll see TRUE.

LinkedIn Lead Gen Ad: Examples

Take a look at some of these LinkedIn lead gen ad examples pulled from a host of different businesses.

1. DocuSign

DocuSign ran an ad promoting a downloadable guide for creating business processes, as shown below.

When users click download, it takes them to a pre-filled form where they are required to submit their email, phone number, and company size.

They use the emails and phone numbers for future marketing and the company size data to know more about their target audience.

2. Marketo

These LinkedIn Lead Gen Forms by Marketo aim at advertising their latest post on Omnichannel marketing automation. Users are directed to fill in their details to find out more about the post and submit them.

3. Leadfeeder

Above is another great LinkedIn Lead Generation Ad example created by Leadfeeder. In exchange for users’ information, they offer a free guide, “The Ultimate Guide to Website Visitor Identification.”

LinkedIn Lead Gen Forms best practices

Want to get the most out of your LinkedIn ads? You need to follow LinkedIn Lead Gen Forms best practices. 

1. Use a compelling headline and description

When designing your LinkedIn Lead Gen Forms, use a catchy headline and a description. The headline should describe the offer you have for them, helping users take further action to complete the form.

And the description explains the benefit of the headline and what they will get by completing the form. 

For example, in the DocuSign LinkedIn Lead Gen Form above, the title is: 

Why it Pays to Use eSignatures

The description is:

Learn how transitioning to electronic signatures can help improve customer satisfaction, employee productivity, and lower costs with greater efficiency.

As you can see from the above example, the description explains the topic. 

2. Use a few form fields

LinkedIn recommends using three to four form fields for your LinkedIn Lead Gen Ads. Anything more than that can lead to having fewer leads or low conversion rates. Remember, less is more.

If you notice that your click-through rates are high, but the number of users completing the forms is low, it means you are using too many form fields. 

3. Don’t use fields that need manual input

Users must exert extra effort and time to fill out forms manually, which reduces the number of users completing them and your conversion rates. 

Only request the information available on user profiles to make it easy for them to confirm and submit the information. And avoid fields that are not listed on users’ profiles, such as phone numbers or genders.

4. Use the Thank You page for more conversions

LinkedIn Lead Gen Forms are designed to keep users on the platform. However, they also offer an opportunity for double conversions. Once users submit their email in the sign-up form, they will see your thank you message and a link to your website.

Through this, you can lead them to a web page where they can sign up for a webinar, register for an event, download an ebook, etc., and convert them one more time.

5. Build the Lead Gen Ad on LinkedIn like a landing page

Treat your form text like a landing page since users may not visit your website until the end, if at all. Craft compelling text as you would for a landing page to convince users to share their information. 

Use the “Offer Headline” and “Offer Details” sections on LinkedIn to highlight the benefits of filling out the form, strengthen your value proposition, and boost conversion chances.

6. Add a URL to your LinkedIn landing page

With LinkedIn Lead Gen Ads, users fill out forms without visiting your landing page, but they can still be directed to your site. In the “Confirmation” section of the form builder, add a landing page URL to send interested users to your website. 

Use it as you would a standard LinkedIn landing page and include relevant UTMs for tracking purposes, enabling retargeting campaigns.

7. Incorporating LinkedIn’s “Accelerate” feature into your lead generation strategy

The Accelerate feature uses advanced artificial intelligence to optimize ad creation and targeting. In addition to being easy to use, this ensures that your LinkedIn Lead Gen Forms are presented to the most relevant audience. 

By automating the optimization process, “Accelerate” not only saves valuable time but also enhances the performance of your ads, which naturally results in higher-quality leads. 

8. Carefully choose between the LinkedIn Lead Gen Forms CTA options

LinkedIn offers a set of predefined LinkedIn Lead Gen Forms CTA options that you can choose from to suit the objective of your campaign. These include:

• Download: Useful for offering content like ebooks, whitepapers, and reports.
• Learn More: Ideal for directing users to a landing page for more information.
• Sign Up: Perfect for webinar registrations, event sign-ups, or newsletter subscriptions.
• Get Quote: Used for prompting users to request a quote or pricing information.
• Subscribe: Encourages users to subscribe to your service or content updates.
• Apply Now: Best suited for job applications or program enrollments.
• Join: Good for membership or community sign-ups.

Here are some tips to help you use these LinkedIn Lead Gen Forms CTA options effectively:

• Match the CTA to your campaign goal. Use “Learn More” to drive traffic to educational content or product pages. Use “Download” to offer valuable resources that require users to provide their contact details. Use “Sign Up,” “Get Quote,” or “Subscribe” to directly collect leads or sales inquiries.
• Your ad creative should be visually appealing and consistent with the CTA. The messaging should highlight the benefit of taking the desired action.

Test different CTA buttons, ad creatives, and form fields to see what combination works best. Use LinkedIn’s campaign manager to monitor performance and adjust accordingly.

9. LinkedIn Lead Gen Forms integration with third-party tools

A great thing about LinkedIn Lead Gen Forms is that you can streamline the data transfer using third-party automation integration provided by official partners like LeadsBridge.

LinkedIn Lead Gen Forms cost: What you need to know

While there’s no separate fee just for using Lead Gen Forms, you do pay for the ads themselves. The cost depends on a few things: your campaign objective, how you choose to optimize it, your bidding strategy, and the ad format.

Here’s a short breakdown:

• If you use maximum delivery (automated bidding) with an optimization goal like “Leads” or “Qualified Leads,” you’re typically charged by impressions.
• If you choose manual bidding, you can be charged by clicks or impressions, depending on what you set.
• With message ads, you’re charged per send, not per click.

So what counts as a chargeable click? In most lead generation campaigns, you’re charged when someone clicks the call-to-action button to open your Lead Gen Form. Other types of clicks, like someone clicking your logo or liking your ad, usually cost nothing.

LinkedIn Lead Gen Forms average costs in 2025

• Cost Per Click (CPC): Typically ranges from $5.58 to $9.64, depending on your audience and industry. Ads targeting executives or niche roles usually cost more.
• Cost Per Thousand Impressions (CPM): Averages around $33.80, making it a key metric for brand awareness campaigns.
• Cost Per Send (CPS): For Sponsored InMail (now called Message Ads), you’ll pay about $0.75 to $1.00 per message.
• Cost Per Lead (CPL): Can range from $8 to over $90, depending on your targeting and ad quality. The more relevant and well-optimized your lead gen forms are, the lower your CPL is likely to be.

Optimizing your LinkedIn lead generation ad costs

Being savvy with your LinkedIn ad setup and testing can help you keep your costs low and your leads high. These tips might come in handy while doing so:

• Use clear, action-driven CTA text so people know what they’re signing up for.
• Test different bidding strategies to see what gives you the best cost per lead.
• Focus on relevance by making sure your target audience fits your message.
• Retarget users who open but don’t submit your form with a second chance campaign.
• Set up CRM integrations or automated data bridges to sync leads instantly. This works in a broader sense. It helps reduce manual work, prevents lead loss, and can lower your cost per qualified lead over time.

LinkedIn Lead Gen Forms integrations with LeadsBridge

LinkedIn stores your leads from your LinkedIn Lead Gen Forms in a simple, downloadable CSV file. However, this method requires manual downloads, which can cause errors, repetitive tasks, and time waste. 

Most importantly, when users sign up to download a document or a demo on a LinkedIn Lead Gen Form, they expect to get it immediately.

Welcome emails have the highest open rate at 82%. This is because customers expect them in their inbox, once they interact with a business.

Your database needs to stay current, which is why you need a solution that doesn’t require manually downloading and uploading a CSV file to access your lead data. 

One of LeadsBridge’s LinkedIn CRM integrations can solve these problems. Our platform connects your favorite marketing tools with hundreds of CRMs and email marketing software. 

Then, you can quickly and automatically follow up with your leads from the LinkedIn Lead Gen Form, giving them a seamless and smooth experience that helps increase conversions.

Moreover, LeadsBridge enables companies to sync their CRM to LinkedIn Matched Audiences for CRM and email remarketing. With the LeadsBridge integrations, you can segment your incoming leads into different forms that you create. 

Also, if you choose to, you will receive an email receipt of each lead coming in.

Learn more about the best LinkedIn CRM integrations for your ad campaigns.

LinkedIn Lead Gen Forms + Marketo

Integrate your LinkedIn Lead Gen forms through LeadsBridge with Marketo to enable you to insert and update leads in static leads and the list.

Salesforce® + LinkedIn

You can connect Salesforce® with LinkedIn Lead Gen Forms through LeadsBridge’s integration. This helps insert and update leads in lead sources, campaigns, list views, tags, and reports. 

Doing so will help you to generate more qualified leads while reducing lead generation costs. Discover all the integrations you can build between LinkedIn and Salesforce®. Here’s a popular example:

Pardot + LinkedIn

LeadsBridge allows you to integrate your LinkedIn Lead Gen Forms with Pardot. So you can automatically sync all incoming leads from your LinkedIn Lead Gen Forms Campaigns to Pardot.

LinkedIn + Gmail

You can connect LinkedIn with Gmail through LeadsBridge’s integration to create new ones and update existing Gmail Leads coming from LinkedIn Lead Gen Ads.

HubSpot + LinkedIn

Sync leads from LinkedIn to your HubSpot CRM, automatically build a multi-touch outreach, engage those leads, send InMails, track and measure your campaign’s insights, and much more with the LinkedIn Lead Gen Forms HubSpot integration. 

Pipedrive + LinkedIn

Besides creating auto-synchronization, LeadsBridge lets you connect Pipedrive to LinkedIn through LeadsBridge to run LinkedIn campaigns from Pipedrive and enrich your CRM data simultaneously. 

This integration enables you to manage sales flows, track customers’ journeys, and even automatically define triggers to publish LinkedIn posts.

LinkedIn Lead Gen Forms + ActiveCampaign integration

Leverage the power of LinkedIn Lead Gen Forms integration with ActiveCampaign via LeadsBridge. This connection helps automatically sync and update leads directly into your ActiveCampaign lists. 

Streamlining this process lets your team better engage with your leads through personalized email marketing campaigns at appropriate times. 

This is in addition to automated scoring and segmentation of your lead lists. This integration helps improve lead nurturing processes and boosts the efficiency of your marketing efforts.

LinkedIn Lead Gen Forms + Google Sheets

Establishing a LinkedIn Lead Gen Forms and Google Sheets integration via LeadsBridge seamlessly creates spreadsheet rows within Google Sheets. This automation is triggered every time you receive a Lead Gen Form response. 

This integration allows you to ensure that your Google Sheets are continuously updated with information about new leads.

LinkedIn Lead Gen Forms + GoToWebinar integration

Integrate your LinkedIn Lead Gen Forms with GoToWebinar through LeadsBridge to seamlessly connect registrants to your webinars. This integration allows you to automatically transfer leads to GoToWebinar, while enabling you to add them as webinar registrants. 

This helps you capture and follow up with your webinar leads more effectively, boosting both engagement and the chances of converting them into customers.

Oracle Eloqua + LinkedIn Lead Gen Forms integration

By leveraging the Oracle Eloqua + LinkedIn Lead Gen Forms integration by LeadsBridge, you can create seamless lead management. Also, it can boost how you run your lead nurturing process, which enhances your marketing automation capabilities and drives better results.

Monitor your LinkedIn advertising campaign and download leads

Monitoring your LinkedIn Advertising Campaign is an important part of the process. However, based on your objective, monitoring may look slightly different from case to case. Here are three of the most common examples of campaign objectives:

• Build brand awareness
• Drive engagement and consideration
• Generate leads and conversions

According to the campaign’s goals, there are a number of metrics to track. For example, if the goal is to increase engagement, the focus should be on the following metrics:

• Clicks: The total number of clicks on an ad.
• Impressions:  The total number of times someone saw an ad.
• Click-through rate (CTR): The total number of clicks divided by the total number of impressions.

For leads and conversions, these are good metrics to focus on:

• Conversions: The number of times a user took the call-to-action after seeing an ad.
• Conversion rate: How often an ad results in a conversion.
• Cost per conversion: Ad spend divided by conversions.
• Leads: The total number of leads generated by an ad. This metric applies to advertising campaigns that use LinkedIn Lead Gen Forms.
• Cost per lead (CPL): The total number of leads divided by the ad spend.

Once a lead generation campaign has been launched, it’s possible to download leads and measure the impact of a given campaign with metrics like the ones mentioned above.

How to measure the impact of your lead gen campaign

As is true with every campaign, it is vital to decipher a variety of performance evaluation guidelines. This is before beginning your activity and you should Just like with any campaign, it’s important to understand how you will measure success before you start. Be ready to make changes as needed while it’s running.

This way, you’ll clearly see how well your campaign is doing and make improvements at the best time.

Identify your key metrics

Analyzing your lead generation campaign’s metrics as you go helps track your performance. With this info, optimizing your strategy also becomes easy. 

These metrics may include the following;

• Cost Per Acquisition (CPA)
• Average Revenue Per Customer (ARPC)
• Website Traffic
• Lead Conversion Rate
• Qualified Leads
• Capture vs. Conversion Rate
• Email Marketing Performance
• Social Media Engagement

Keep track of this by exporting your ad performance data from LinkedIn Campaign Manager and moving it to one central place for reporting.

Use the Insight Tag

LinkedIn’s Insight Tag is a JavaScript tag that enables conversion tracking, website audiences, and website demographics.

This lets you link specific results like form fills, sign-ups, and downloads to LinkedIn Ads data, so you can see which actions are bringing the most value.

Implement A/B testing

A/B testing is a great way to find out which images, text, and targeting work best in your lead generation campaign.

It helps you learn what gets the best results on LinkedIn and what motivates people to take action.

Benefits of using LinkedIn Lead Generation for B2B companies

LinkedIn is one of the most powerful tools for generating leads for B2B businesses.

If working with these audiences, you’re more likely to discover your next lead on LinkedIn than on any other platform, with or without paid strategies.

That’s why using LinkedIn Lead Generation for B2B campaigns creates a smooth experience between your ad and potential customers and brings clear advantages to your business. Some of these benefits include:

• Reaching a highly targeted professional audience
• Collecting leads directly within the LinkedIn platform
• Increasing form completion rates with pre-filled user data
• Gaining access to detailed insights for better campaign decisions
• Strengthening brand trust through a credible, professional environment
• Real-time reporting that makes it easy to analyze your ads’ performance
• Incorporating AI to boost marketing efficiency 

Are there any downsides to using Lead Gen Forms?

Even though LinkedIn is considered an excellent platform for B2B lead generation, using Lead Gen Forms may pose a few common challenges. Here’s what to watch out for:

Leads who forget that they filled out the form

LinkedIn Lead Gen Forms removes much friction from the lead generation process. So much so that many leads may fill out a quick form and forget that they’ve done so entirely. There are a few ways to solve this problem:

• Use single-line input questions: Doing this will essentially force the prospect to stop and think about the questions that they’re answering.
• Add custom checkboxes: This will force the prospect to stop and read before clicking the box. 
• Use form fields that do not auto-populate: In this case, if there’s any information that is not already on the user’s profile, then they will have to manually fill those fields in.
• Bridge your CRM to your Lead Gen Forms: Once you bridge the gap using a LinkedIn-CRM integration, contact these users as soon as possible, or simply add them to a marketing drip campaign.

Use this guide to connect your LinkedIn Lead Gen Forms to Pardot and other marketing platforms.

Lack of remarketing potential

Unfortunately, if a prospect clicks on your ad but refuses to fill out the form, there’s no way to remarket to them. Basically, if they never make it to the targeted website, then they are lost as a lead because LinkedIn doesn’t offer any sort of remarketing by engagement.

Too many field options

If the goal is to increase conversions, adding more than the recommended number can hurt the campaign more than being helpful. 

Up to ten fields can be added with LinkedIn Lead Gen Forms, but that doesn’t necessarily mean they should. Here are two points to keep in mind when deciding what fields need to be added:

• What is the minimum amount of information needed on this form in order to follow up or qualify a lead?
• Is the ad offering something that justifies the amount of information being asked of the prospects?

Using these two questions could prove to be useful as guidelines the next time a LinkedIn Lead Gen Form needs to be created. 

All of the common challenges that one might face when dealing with LinkedIn Lead Gen Forms derive from the prospect. No matter how skilled an advertiser or marketer is, it all comes down to the prospect following through with their forms.

Final thoughts

LinkedIn Lead Gen Forms is a great way to generate B2B leads for your business. It makes campaign forms easier to fill and this helps to improve campaign performances. 

Integrating LinkedIn Lead Gen Forms with third-party tools through LeadsBridge, such as Pardot, Google Sheets, and Email Notifications, will help you reach your leads at the perfect time and follow up with them as soon as they come into your marketing funnel.