LinkedIn Lead Gen Forms: The Complete Guide

LinkedIn offers various tools, like lead generation forms, that help advertisers collect leads directly from the platform, without requiring users to be redirected to a landing page.

Here is an overview of LinkedIn lead generation forms and how they work!

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What are LinkedIn Lead Gen forms?

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👉 To put it simply, LinkedIn lead generation forms are a tool used by advertisers to add a specific form to their ads.. These ads already use user information from their LinkedIn profiles. It is a Great way to improve the user experience : users fill in fewer fields than if they had to go through a traditional form. So they can stay on LinkedIn without needing to visit your website to provide information.

Any advertiser looking to acquire information from prospects can use these forms in their ads or other sponsored content campaigns. They can be used on any campaign, old or new. These forms are compatible with various ads on LinkedIn, whether it's sponsored content or InMail messages. They work just as well on smartphones as on computers.

With just one click you can get all the basic information from your users when they agree to submit the form pre-filled by LinkedIn. These forms help you get quality leads, which are essential for growing your business. Once the form is completed, you can redirect your users to a registration link, a lead magnet, or any other offer you have prepared.

The platform also offers built-in features such as downloading and registering, and allows users to click on the call to action embedded in the announcement. You can specify what actions to take when creating your LinkedIn lead generation ads.

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How do LinkedIn Lead Gen forms work?

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Lead generation forms work when the user clicks on one of your ads. These ads appear in the form of forms pre-filled with information from their LinkedIn profile. Users only need to check that the information is correct before submitting the form.

Once the form is submitted, a report containing all important information, such as personal details, name, email, as well as company and position information, is sent to the advertiser. Consider including a call to action to encourage the user to click, for example a “Sign Up” button to start the process

LinkedIn has proven to be the best platform for acquiring leads on social networks. Having a B2B presence on LinkedIn will help you generate as many leads as possible. Lead generation on LinkedIn is one of the most effective methods for fostering user interaction and improving the performance of your ads.

👉 At the same time, do you want to start using Linkedin Ads? Read our article on the subject: Linkedin Ads: everything you need to know to launch your ads

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Benefits of using LinkedIn Lead Gen forms

LinkedIn lead generation forms offer a lot of benefits. Here is an overview of their main strengths:

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✅ Optimized for mobile devices

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LinkedIn lead generation forms are specially designed for mobile users. Given that smartphones are the most used devices today, and that many professionals work directly from their phones, it is essential to offer a solution adapted to this use. LinkedIn forms allow you to reach a large audience and increase the number of potential leads.

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✅ Reduced friction

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LinkedIn lead generation ads dramatically reduce friction between user and conversion. Users no longer have to fill out long, tedious forms. With just a few clicks, they can submit the information pre-filled by LinkedIn. For example, they first click on the announcement to open it, then click on the call to action, and finally, they submit all the information that has already been completed.

This simplified process allows generate a large number of leads quickly. You can even request additional information without affecting the conversion rate, as long as the form is well-designed to gather all the necessary data while maintaining an optimal user experience.

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✅ Double conversion

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With LinkedIn lead generation ads, you can Take advantage of a double conversion. The first conversion takes place when the user provides their email by registering or clicking on your call to action. Then, they are redirected to your website or landing page where they can get more information and be supported in the conversion process, becoming a potential customer.

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✅ Seamless browsing experience

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One of the biggest benefits of LinkedIn lead generation forms is that they do not interfere with the browsing experience. These ads and forms appear as normal content in the news feed, which does not interfere with the user while browsing. Plus, they don't take users to an external page, which improves the scrolling experience and encourages more prospects to fill out the form.

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✅ Great versatility

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Lead generation forms are great for create various campaigns with multiple goals. You can use them to encourage your users to take various actions, such as subscribing to a newsletter or requesting a free demo. You have a great deal of creative freedom to design campaigns adapted to your goals.

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✅ Easy to set up

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LinkedIn lead generation ads are very easy to set up. All you need to do is a few clicks and enter a few details, and you're done! To create these forms, you don't need coding skills or adding complex tracking tags. Simply determine your settings, optionally add an image and text, and you're ready to launch your campaign. This simplified setup allows anyone to quickly create a lead generation form.

These benefits will help you maximize your lead generation while simplifying the process for users. Using these forms can significantly contribute to the growth of your business.

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How to set up LinkedIn lead generation forms

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To get started with LinkedIn lead generation forms, follow these steps:

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1. Create a sponsored content ad

LinkedIn lead generation forms can only be used in sponsored content ads because only those ads support this feature. First, decide if you want to use this ad to increase traffic or generate leads. Select the “Lead Generation” option to use this feature.

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2. Name the campaign and select Lead Gen forms

Give your campaign a name, then choose the option Lead generation forms. You will then need to select the posts you want to sponsor. If you prefer to use new content, you can create it directly from this interface.

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3. Create the form template

You have two options: either design your own form, or choose a template from those offered by LinkedIn. Once you've made your choice, name the form, select a catchy title, and include any additional information you want to show. You can personalize the ad and include details about your privacy policy in order to reassure your users about the use of their data.

Note: You will need a valid URL for the privacy policy page in order to complete the form.

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4. Add form fields

LinkedIn offers a minimum of seven fields that you can choose from to collect the information you need, including:

👉 First name

👉 Name

👉 Email address

👉 Additional contact information

👉 Location

👉 Professional details

The majority of this information will be automatically collected by the platform. Be careful not to ask for too much as users may be hesitant to provide personal information. While lead generation forms can automatically fill in some fields, make sure that the information requested doesn't make your prospects uncomfortable.

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5. Personalize the thank you message

Once the prospect has filled out the form, it is essential to show them your appreciation by adding a thank you message. You can include a personalized message, a link to save the form or to download a resource, or suggest additional action, such as registering for an event or downloading a guide.

By following these steps, you'll have a LinkedIn lead generation form set up and ready to use, optimized to capture valuable information while providing a seamless experience for your prospects.

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6 steps to create and use LinkedIn lead generation forms

Want to get started with LinkedIn lead generation forms? Here are the 6 practical steps you can take to publish and launch ads with sponsored content and lead generation forms:

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Step 1: Create a campaign

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Start by creating a campaign by clicking the Ad button in the top right corner of your LinkedIn home page, just below the Work button. If this is your first time using LinkedIn ads, you'll need to set up an ad account.

Fill in all the required information in the form, such as the account name and currency you will be using, among others. Once the ad account is created, create a new campaign group. At this point, select the Lead Generation objective so that LinkedIn automatically shows your ads to only those who are likely to fill out your form.

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Step 2: Define your target audience

Choosing your target audience is crucial, and LinkedIn offers plenty of options. It is best to target your audience very precisely so as not to spend more than necessary. Go back to your ideal customer persona to refine your choices.

If you've already run ads, you can use a recorded audience. If not, pick your target audience from scratch. Start by selecting where your audience will be located. Then use the available data to get more information about known contacts or visitors to your website. You can also download lists, use third-party data, or use similar audiences to gather all the information you need.

Then, personalize the search by adding targeting criteria like education, skills, business, demographics, and other interests. These criteria will help you refine your search and get a specific audience that you can reach.

Once you've defined your audience, you'll receive predictive results data. The ideal is to aim for an audience of between 20,000 and 80,200 people. You can also enable audience extension to allow LinkedIn to automatically expand your audience if needed.

Finally, choose the format of your ad (for example, an ad with a single image) and associate it with your business page.

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Step 3: Choose the LinkedIn bidding strategy

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One of the most important parts of your campaign is managing your budget. Here are some options for setting your bids:

👉 Target cost (Cost Cap) : Automatic option where LinkedIn adjusts bids based on key results defined by the advertiser.

👉Manual auctions : You manage bids manually, which gives you total control over your campaigns and values. Opt for this solution if you prefer to have more detailed management.

👉Maximum Delivery : A fully automated option where LinkedIn sets the bids for you, maximizing key results while respecting your total budget.

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Step 4: Set the campaign budget

Once you've defined the auction type, move on to defining your daily budget and cost per click (CPC). LinkedIn will make it easy for you by offering recommendations based on the details of your campaign and the size of your audience. It's best to start with the suggested minimum amount and then adjust the CPC as needed to generate the expected traffic.

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Step 5: Write compelling advertising copy

Your ad text should stand out and inspire users to take action. Copywriting is divided into two parts: the text and the creative element.

👉Advertising text : It includes the title of the announcement, the opening paragraph, and the description.

👉Creative element : It includes the visual associated with your ad. If your ad is engaging enough, it will encourage more people to click on it and increase the number of leads.

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Step 6: Create the lead generation form

The final step is creating the lead generation form. This form is displayed as a dropdown menu that the target audience can easily fill out on site.

When creating the form, you can choose from a variety of fields, such as a call to action with options like “Get a quote,” “Subscribe,” or “Learn more.” Select the details to include in the form as well as any custom questions.

Users can use autocomplete to fill in fields automatically based on information from their LinkedIn profile. Custom question fields will need to be completed manually. Add confirmation text and, if required, additional optional hidden fields.

Your form is now ready and you can start the campaign right away!

These six steps will allow you to effectively set up and use LinkedIn lead generation forms to attract and convert your prospects while maximizing the effectiveness of your advertising campaigns.

👉 Do you want to master Linkedin more? Read our article on the subject: Linkedin Ads training: the complete guide to training

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