Everything you need to know on LinkedIn Lead Gen Forms

TL;DR

LinkedIn Lead Gen Forms let you collect leads directly on LinkedIn without sending users to a landing page.
Forms are pre-filled with profile data, which makes sign-ups faster and completion rates higher.
You pay for ads as usual, and there is no extra cost to use the forms.
To get the most out of them, keep your form short and write a clear offer headline.
Creating a system that performs well requires you to connect the form to your CRM and follow up with leads quickly.

LinkedIn Lead Gen Forms allows advertisers to 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 competition?

The more intentional you are, the more those leads become real opportunities.

Table of contents

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 over 1 billion users in over 200 countries worldwide, LinkedIn has become an established platform for businesses to acquire qualified leads.

Some other interesting stats:

Want proof that Lead Gen Forms beat landing pages? They convert at 10% to 18% (13% on average), compared to just 2% to 6% for landing pages.
They’re cheaper, too. A 2026 study of 211 B2B companies and over 161,000 LinkedIn ads found that Lead Gen Forms usually cut cost per lead by 20% to 30% compared to sending people to an outside landing page.
Does LinkedIn actually pay off? A Dreamdata analysis of 66 million sessions found LinkedIn returns 121% on B2B ad spend, versus 67% for Google Search and 51% for Meta.
Marketers agree. 85% of B2B marketers say LinkedIn gives them the best value of any social platform. Facebook comes in a distant second at 28%.
Want better leads, not just more of them? When advertisers send their CRM data back to LinkedIn, early results show up to a 39% drop in cost per qualified lead.
People trust people more than logos. A study of 119 Thought Leader Ads found a median click-through rate of 2.68%, compared to 0.42% for single-image ads.

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 resemble those on other platforms, LinkedIn is designed to encourage workplace networking. Accessing vital professional information is much easier, which simplifies targeting your best audiences.

2. Reaching industry decision-makers

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.

Also, the audience segment (LinkedIn professionals) has twice as much buying power as the average web audience.

Stats on the LinkedIn audience's decision power

3. Effective content marketing tool

It’s more than a job search site. It’s also a research tool for industry insights, client information, and influencer content.

B2B buyers constantly search for content online before making purchases, which moves them forward in their customer journey. LinkedIn users view 280 billion feed updates every year. That works out to roughly 5.4 billion per week.

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

4. Delivers greater results

With LinkedIn Accelerate, AI does more of the heavy lifting for targeting and optimization. The feature has been available since 2024 and continues to get better as more ad data flows through it.

As the algorithm learns from your ad sets, it gets better at finding the right people and improving performance over time. LinkedIn reports that sales reps with strong Social Selling Index scores generate 45% more opportunities and are 51% more likely to hit quota than those who do not use the platform actively.

All this has encouraged over 70 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

The majority of B2B content marketers use LinkedIn to generate organic traffic, which shows how firmly established it is as a ground for connecting with potential leads and running effective LinkedIn outreach campaigns.

Not to mention, the ability to share valuable content with users who share characteristics with your target audience.

Discover more about the anatomy of LinkedIn Ads in this article.

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.

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

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

Advantages of using LinkedIn Lead Gen Forms

Speaking of advantages, LinkedIn Lead Gen Forms:

Are designed for mobile use, catering to LinkedIn’s large mobile audience (76% 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: obtain the user’s email upon sign-up and offers further nurturing opportunities through website links on the “Thank You” page.

LinkedIn provides detailed reports on your Lead Gen Forms’ performance, including metrics like form fill rate, which can help you optimize your ad sets for better results.

How do LinkedIn Lead Gen Forms work?

So, how do LinkedIn Lead Gen Forms work exactly?

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. Lead Gen Forms can be attached to Sponsored Content (single image, carousel, video, document) and Sponsored Messaging (Message Ads and Conversation Ads) on both desktop and mobile.

When setting the location, however, keep in mind that Message Ads and Conversation Ads can’t be delivered to members in the EU.

After someone interacts with your form, you can also retarget them later using LinkedIn’s Matched Audiences.

Got an ebook or report to share? Try a Document Ad. You can show the first few pages for free, and then a Lead Gen Form pops up to unlock the rest. People get a taste first, so they already know the content is worth it. It works, too. In 2025, Document Ads brought in leads for $142 each, compared to $200 for single-image ads.

Below is a LinkedIn Lead Gen Ad example showing 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.

How do LinkedIn Lead Gen Forms work — Source

Then, they are shown their info and a submit button. Once clicked, 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.

The new lead will also appear instantly on your LinkedIn Ad account.

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”.

How to set up LinkedIn lead gen forms - step 1: 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:

The form details
Lead details & questions
Confirmation
Hidden fields

How to set up LinkedIn Lead Gen Forms - step 2: Create form

The form details.

To build your form, follow the steps:

How to set up LinkedIn lead gen forms: Form details

Provide a “Name” for your form.
Choose your “Language”. Ensure that your form language matches the profile language of your ad.
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.

How to set up LinkedIn lead gen forms: Lead details and custom questions

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.

Most fields (name, email, job info, etc.) are pre-filled from the member’s LinkedIn profile when available, and the user can edit them before submitting. Gender is an exception and isn’t 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. You can add up to 20 hidden fields, and they’re most useful when you connect your form to a CRM or marketing automation tool.

The hidden fields are not visible to the user. Such details include a hidden agency ID that lets you identify leads coming in from your forms. It can also be a product ID to help you determine 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 practices require (strict policy) 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 ad will be used.

LinkedIn Lead Gen Form privacy policy text

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).

Sign in to the Campaign Manager.
Click the account assets tab and select Lead Gen Forms.
Click on the three dots … (More).
Choose send test lead / Preview
Submit and download the leads CSV and confirm the test lead row is flagged as test.

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.

Linkedin lead gen forms examples: Docu sign ad

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.

Linkedin lead gen forms examples: DocuSign ad's form

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 from Marketo aim to promote 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

Linkedin lead gen forms example leadfeeder

Above is another great LinkedIn Lead Generation Ad example 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? Follow the 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.

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

Who wants to type on a phone? Typing slows people down, so fewer of them finish your form. LinkedIn fills in most fields from the person’s profile, but only if that info is on their profile. If it’s missing, they have to type it in themselves.

So stick to fields most people already have filled in, like name, job title and company. Be careful with fields many people leave blank, like phone number. And remember that gender is never filled in automatically.

Need to ask something only they can answer? Use a multiple-choice custom question instead of a free-text box. A tap is faster than typing, and you still get the info you need.

4. Ask for work emails

5. 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 again.

6. 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.

Linkedin lead gen form confirmation page editing

7. Add a landing page URL to your form

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.

8. Incorporate LinkedIn’s “Accelerate” feature into your lead generation strategy

LinkedIn Accelerate uses advanced artificial intelligence to optimize ad creation and targeting. This ensures that your LinkedIn Lead Gen Forms are presented to the most relevant audience.

If you haven’t already, give this automation feature a try.

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

LinkedIn offers a set of predefined LinkedIn Lead Gen Forms CTAs that you can choose from.

There are several options that you can use depending on context (ad vs thank-you page), and they include things like Register, Attend, Request demo, etc.

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.

10. 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.

Here’s more on the best ways to connect Zoho CRM and LinkedIn.

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 ad 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 ads, 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 cost: 2025–2026 benchmarks

There’s still no extra fee for using Lead Gen Forms themselves. You pay for the ads as usual.

However, costs change a lot by country, industry, and how narrow your audience is, but these ranges are a good guide for your 2026 LinkedIn lead generation campaigns:

Metric	Typical cost	What to know
CPC (cost per click)	$9.39 per click	This is the 2025 average across 138 B2B advertisers (Metadata data). Campaigns using Lead Gen Forms ran higher, at $11.93. Why so steep? You’re paying to reach professionals, not random scrollers.
CPM (cost per 1,000 impressions)	$31 to $38 (median)	In crowded industries, it can climb to $50 to $100.
Message and Conversation Ads	$362 per lead (Conversation Ads), $371 per lead (Message Ads)	LinkedIn charges these per send, not per click. Per-send prices vary a lot, so cost per lead is a fairer way to compare them with other formats.
CPL (cost per lead)	$80 to $200 per lead	Content downloads come in cheaper, at $50 to $100. Demo requests cost more, at $150 to $300.
CPL by industry	$60 to $150	Education and corporate services sit at the low end, around $60 to $65. Software and hardware companies pay $125 to $150.

If you’re well below these ranges, you might be leaving reach or quality on the table. If you’re well above them, it’s a sign to tighten your targeting, improve your creative, or rework your offer.

Optimizing your LinkedIn lead generation ad costs

Being savvy with your LinkedIn ad setup and testing can help you keep costs low and lead volume high.

These tips might come in handy while doing so:

Use clear, action-focused CTAs so people instantly know what they’ll get.
Test bidding strategies and optimize for the lowest cost per lead.
Keep targeting tightly aligned with your message for maximum relevance.
Retarget users who opened but didn’t submit with follow-up campaigns.
Connect Lead Gen Forms to your CRM or automation tool to sync leads instantly, prevent lead loss, and lower 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 lead to errors, repetitive tasks, and wasted time.

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

Welcome emails have among the highest open rates of any email type, averaging around 82% according to 2026 benchmark data. This is why customers expect them the moment they interact with a business.

Additionally, 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.

Once your automated data bridge is set up, you can automatically follow up with your leads from the LinkedIn Lead Gen Form in near real-time.

You can also sync your CRM data 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.

Why integrate LinkedIn Lead Gen Forms with CRM systems?

If you integrate LinkedIn lead gen forms with CRM systems, you can make sure the data you are paying for is not going to waste. Every new lead is captured, organized, and followed up on without extra work from your team.

When a user submits a form, their details can be sent straight into your CRM, where they’re added to the right list, tagged by campaign, and routed to sales or nurture flows automatically.

Besides cutting out manual CSV exports, it helps your team respond faster with welcome emails, demos, or sales calls while the lead is still interested.

Over time, automation lets you have a clearer view of the full customer journey. So, you can see which LinkedIn campaigns bring in the best leads and adjust your budget and messaging based on the results you care about.

Learn more about CRM retargeting here.

How to teach LinkedIn what a good lead looks like

Want better leads, not just more of them? LinkedIn’s Qualified Leads optimization lets you define what a “qualified” lead means for your business, using your CRM data.

You send those leads back to LinkedIn through the Conversions API, and LinkedIn uses them to find more people like them. Early results showed cost per qualified lead dropping by up to 39%. One catch: you have to share the data within 30 days for it to count.

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 lists.

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.

Discover all the integrations you can build between LinkedIn and Salesforce®. Here’s a popular example:

Pardot + LinkedIn

Integrate your LinkedIn Lead Gen Forms with Pardot, so you can automatically sync all incoming leads from your LinkedIn Lead Gen Forms ads to Pardot.

LinkedIn + Gmail

You can connect LinkedIn with Gmail to create new leads and get an email alert for every new lead coming from LinkedIn Lead Gen Ads.

HubSpot + LinkedIn

Besides syncing leads from LinkedIn to your HubSpot CRM, you can automatically build a multi-touch outreach, engage those leads, send InMails, track, and measure your campaign’s insights.

There’s much you can do with the LinkedIn Lead Gen Forms HubSpot integration.

Pipedrive + LinkedIn

Connecting Pipedrive to LinkedIn through LeadsBridge helps you run LinkedIn campaigns from Pipedrive and feed data into your CRM.

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

LinkedIn Lead Gen Forms integration with ActiveCampaign 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.

LinkedIn Lead Gen Forms + Google Sheets

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

This integration is great if you use Google Sheets as a basic CRM.

LinkedIn Lead Gen Forms + GoToWebinar integration

Integrate your LinkedIn Lead Gen Forms with GoToWebinar to seamlessly guide registrants to your webinars. While automatically transferring leads to GoToWebinar, it enables you to add them as webinar registrants.

Do you often run webinars? Here are the top 6 webinar platforms you can try for free.

Oracle Eloqua + LinkedIn Lead Gen Forms integration

Oracle Eloqua + LinkedIn Lead Gen Forms integration helps you create seamless lead management. Also, it can improve how you run your lead nurturing process, enhancing your marketing automation capabilities and driving 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 ad sets that use LinkedIn Lead Gen Forms.
Cost per lead (CPL): The ad spend divided by the total number of leads.

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

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.

If using LinkedIn Lead Generation for B2B campaigns, other benefits you may access 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

FAQs

What are lead gen forms on LinkedIn?

LinkedIn Lead Gen Forms are forms built into LinkedIn ads that collect contact details from users without requiring them to leave the platform.

When someone clicks your ad, a form opens that is already filled with their LinkedIn profile data, like name, email, job title, and company. They review it and hit submit, and you get the lead.

The best part is that they never have to visit your website.

How to use LinkedIn lead gen forms?

To use LinkedIn Lead Gen Forms, go to Campaign Manager and click on “Lead Gen Forms” under the Assets menu.

Create a new form, fill in your offer headline, description, and privacy policy URL. Then choose the fields you want to collect. Keep it to three or four fields.

Also, add a confirmation message for the thank you page, then attach the form to a Sponsored Content or Sponsored Messaging campaign.

Once the campaign is live, monitor performance in Campaign Manager and download leads as a CSV or connect the form to a CRM using an integration.

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

What integrates with LinkedIn lead gen forms?

LinkedIn Lead Gen Forms connect to a wide range of CRM and marketing tools through integration platforms like LeadsBridge.

Some of the most common integrations include:

You can also connect forms to email marketing platforms and use them with LinkedIn Matched Audiences for retargeting. These integrations let you sync lead data in real time instead of downloading CSV files manually.

Are there any downsides to using Lead Gen Forms?

Yes, there are a few. LinkedIn Lead Gen Forms make sign-ups so easy that some users forget they even submitted their info.

You can reduce this by adding a short manual input field, a custom checkbox, or a brief custom question to create a small amount of friction before submission.

You can also connect forms to a CRM and set up an automated follow-up sequence so leads hear from you right away.

Another limitation is that you cannot retarget people who saw your ad but did not click or open the form. To recover users who opened the form but did not submit, build a Matched Audience based on form opens and exclude people who already submitted.

On the form itself, LinkedIn allows up to twelve fields, but that of course does not mean you should use all of them. (Custom questions count toward the 12-field max, but disclosure checkboxes don’t.)

Only ask for what you actually need to qualify or follow up with a lead. If your offer does not justify asking for a lot of information, keep the form short.

How do you edit lead gen forms on LinkedIn?

Spotted a typo after your form went live? That’s a bummer. Good news is that you can edit it.

Open your ad account in Campaign Manager.
Click Assets on the left menu, then Lead generation forms.
Find your form, click the More icon (the three dots), and pick Edit.

However, there are a few things you need first:

The right role. Only Campaign Manager and Account Manager roles can edit forms. Viewers and creative managers can look, but they can’t touch.
What you can change depends on whether the form is live. If the form isn’t tied to an ad in an active ad set, you can edit every field except the form language. If it is live, your options are more limited.
Edits get reviewed again. Once you edit an active form, it goes back through ad review, and your ads may stop running until it’s approved. So pick a slow time to make changes.
Watch your CRM sync. If you edit a form that isn’t attached to an active ad set, you’ll need to update the settings in your connected platform too, so test leads keep syncing. Also, you can make it a practice to send a test lead after every edit.

Making big changes? It’s often easier to duplicate the form and start fresh.

How do you use LinkedIn lead gen forms?

Want leads without building a landing page? Here’s the quick version:

In Campaign Manager, go to Assets and then Lead generation forms. Click Create form.
Add a short offer headline (60 characters max), your offer details, and a link to your privacy policy.
Pick your fields. Stick to three or four, because longer forms get fewer sign-ups.
Write a thank-you message and add a link to send people somewhere useful next.
Create a campaign with the Lead generation objective, then attach the form to an ad set using Sponsored Content or Sponsored Messaging.
Send a test lead before you go live.
Once it’s running, download leads as a CSV, or connect your CRM so leads come in automatically.

Why wait days to follow up? Connect your CRM and reach out while the lead still remembers who you are.

Final thoughts

LinkedIn Lead Gen Forms is a great way to generate B2B leads for your business. It makes campaign forms easier to fill out, which helps improve campaign performance.

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.

Mark Cirillo