GETTING STARTED

GUIDE

LinkedIn Lead Gen Forms

Contents

1 What are LinkedIn Lead Gen Forms?

3 How to get started with LinkedIn Lead Gen Forms:

• Create a new campaign

• Select or create new content

• Create a lead gen form and add a call-to-action

button to your creative

• Measure your lead gen results

• Download your leads directly from Campaign

Manager

2 How does it work?

4 How to:

• Preview your creative

• Add additional creatives to your

launched campaign

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What are LinkedIn Lead Gen Forms?

LinkedIn Lead

Gen Forms

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Capture quality leads using

forms that are pre-filled with

LinkedIn profile data

Why Lead Gen Forms for LinkedIn ads?

Prove the ROI of your lead gen campaigns

Track the metrics that matter most to your business:

Cost-per-lead, lead conversion rate, and the types of

professionals you’re converting into leads — including

company name, seniority, job title, industry, geo, and more

Access and manage your leads with ease

Manage and access your leads using your preferred tools

Generate high-quality leads at scale

Drive a high volume of qualified leads at a conversion

rate that outperforms standard campaigns

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How does it work?

A member clicks the call-to-action button to

engage with your content — for example, an

eBook download, or an event or webinar

signup

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Once members click on your ad, they’ll see a

form that’s been prefilled with their name,

contact info, and information like their company

name, seniority, job title, and geography.

With a single click on the form — and without

ever having to manually type in their info —

the member can instantly create a lead for

your business.

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As soon as members submit a lead form,

they’ll automatically see a “Thank You” page

that connects them to your eBook, website,

or other destination of their choice.

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Using built-in reporting, measure

your campaign cost per lead, your

lead conversion rates, and the

specific audiences you’re converting

into leads

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Download your leads directly from

Campaign Manager or pass your leads to

the CRM or marketing automation

platform of your choice via one of our

partners

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Getting Started with

LinkedIn Lead Gen Forms

Create a new campaign

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Click “Create campaign”

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Select “Sponsored Content” to create a new campaign

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Select the option to “Collect leads using LinkedIn Lead Gen Forms”

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Select or create content

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Next, you’ll have two options:

Create new content; or1 Select existing content2

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If you select “Create Sponsored Content,”

follow steps to create a new ad

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Or you can sponsor content you previously created

by clicking on “Sponsored selected content”

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Create a lead gen form template and

add a call-to-action button to your

creative

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On this screen, you’ll see all the ads you’ve selected for your

campaign.

Click “Create new Lead Gen Form template”

Each ad can have a

different form.

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Enter a form template name, select your language, and describe the offer you’re promoting.

This is the first step to building the ad unit to collect the information you’d like from

members.

A privacy policy URL

is a web page that

describes what you will

do with members

information once they

choose to share it with

you. A privacy policy

URL is required for

LinkedIn Lead Gen

Forms.

Preview will build out

as you enter form

fields.

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Select the information you’d like the member to provide.

You may select up to 7 fields.

By default, first name,

last name, and email

will be included in the

form.

When members click on your ad,

the form will automatically

populate, based on the information

they have shared on their LinkedIn

profile.

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Which fields will pre-populate?

LinkedIn will pre-populate forms with members’ contact and

professional demographic information (based on the information they

have shared on their LinkedIn profile).

Members may only edit the following fields:

• Email address

• Work email address

• Phone number

• Work phone number

• Gender (will not pre-populate)

If any other piece of information is missing from the member profile,

then that field will also be editable/non-prefilled.

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Create a “Thank You” message, then click “save”

BEST PRACTICE

The “link to your website” field can

re-direct to any site you provide.

For advertisers leveraging the

“Download” CTA, we recommend

you provide a link to your ungated

asset.

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Select a call-to-action button to attach to your ad — to drive

members

to the form you’re attaching to this creative

Add emphasis

• Apply now

• Download

• Get quote

• Learn more

• Sign Up

• Subscribe

• Register

Available call-to-actions:

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Select the form you want to use and attach to your ads.

You can choose from any form you’d previously saved.

You may attach different call-to-

actions and forms to each of

your creatives to A/B test.

Here you can preview the

creative, the form, and the

“Thank You” page.

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Now, complete and launch your campaign targeting like

normal

The targeting process

remains the same.

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Finally, set up your bid and budget like normal. When you’re ready to

launch, select “Launch campaign.” Your forms will be live on that

campaign.

The bid and budget

process remains the

same.

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Measure your lead gen results

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Select the “Leads” tab to access your leads metrics

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See how many leads your forms drove

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LinkedIn Lead Gen Forms: Key metrics

This is the total number of leads that the campaign/creative has collected in the specified time

period

Leads

Clicks that open the form (CTA, intro text and image clicks)

Form opens

(Total number of leads collected for that campaign/creative) / (lead form

opens)

Form completion rate

Total spend divided by the number of leads you collected in the specified time

period

Cost per lead

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Download your leads directly

from Campaign Manager

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Who can access leads in Campaign Manager?

There is a new role in Campaign Manager called the “Lead Gen Form Manager” role. Members

must have the “Lead Gen Form Manager” role or be a “Company Page Admin” in order to view or

download leads.

Steps to getting Lead Gen Forms Manager access:

1. The “Lead Manager” role will be given by the company page admin via the company page

2. Company page admin will click “Edit Page” on the company page

3. Under the company page admin section on the edit page the admin will see a module for

giving members “Lead Manager” permissions

4. There will be a search box based on name. The company page admin can enter the name of

the person he wishes to give permissions to

5. When the company page admin clicks on the required member result that member will be

added to the list of members that have permissions to the “Lead Manager” role

6. To remove a member from this list, the company page admin can “x” out that member

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Click on the “Tools” tab and click “Lead Gen Forms”

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Click “Download leads” for a CSV file of the leads

obtained from your campaign

Each download will give you lead

information from all campaigns

that are associated to that form.

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You can duplicate or create new form templates here

You will not be able to edit or

delete forms. If you’d like to edit a

form template, you can duplicate

it, edit, and then save.

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Preview your creative

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Under the “Ads” tab, click “Lead Gen Forms.”

Click through to see the creative, the form, and “Thank You”

message.

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Add additional creatives to your

launched campaign

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Select your launched campaign. Select the “Ads” tab.

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This tab will show you all creatives already attached

to a form and CTA button

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Select “Sponsored Content” instead of “Available Content.” Select the

creatives you’d like to add to your campaign, or create new Sponsored

Content.

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Once you’ve selected the creatives you’d like to add to your

campaign, click “Sponsored selected content”

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Select a CTA button and a form template.

Click “save” to add these creatives to your campaign.

You cannot change the

form template or CTA

button associated to that

creative after launching.

You can see an accurate preview

of your Lead Gen Ad creative here.

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