LinkedIn Lead Gen Forms capture quality leads using forms that are pre-filled with LinkedIn profile data

1. GETTING STARTED
GUIDE
LinkedIn Lead Gen Forms

2. 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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3. What are LinkedIn Lead Gen Forms?

4. LinkedIn Lead
Gen Forms
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Capture quality leads using
forms that are pre-filled with
LinkedIn profile data

5. 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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6. How does it work?

7. 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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8. 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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9. 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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10. 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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11. 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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12. Getting Started with
LinkedIn Lead Gen Forms

13. Create a new campaign
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14. Click “Create campaign”
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15. Select “Sponsored Content” to create a new campaign
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16. Select the option to “Collect leads using LinkedIn Lead Gen Forms”
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17. Select or create content
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18. Next, you’ll have two options:
Create new content; or1 Select existing content2
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19. If you select “Create Sponsored Content,”
follow steps to create a new ad
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20. Or you can sponsor content you previously created
by clicking on “Sponsored selected content”
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21. Create a lead gen form template and
add a call-to-action button to your
creative
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22. 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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23. 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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24. 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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25. 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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26. 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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27. 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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28. 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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29. Now, complete and launch your campaign targeting like
normal
The targeting process
remains the same.
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30. 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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31. Measure your lead gen results
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32. Select the “Leads” tab to access your leads metrics
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33. See how many leads your forms drove
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34. 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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35. Download your leads directly
from Campaign Manager
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36. 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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37. Click on the “Tools” tab and click “Lead Gen Forms”
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38. 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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39. 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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40. Preview your creative
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41. Under the “Ads” tab, click “Lead Gen Forms.”
Click through to see the creative, the form, and “Thank You”
message.
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42. Add additional creatives to your
launched campaign
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43. Select your launched campaign. Select the “Ads” tab.
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44. This tab will show you all creatives already attached
to a form and CTA button
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45. 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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46. Once you’ve selected the creatives you’d like to add to your
campaign, click “Sponsored selected content”
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47. 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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