Generating leads can be hard. What information do you need? What channels do you use? We get it, setting up a lead generation campaign can be intimidating, so we’re here to show you how you can utilize LinkedIn’s built-in lead gen forms to improve your lead generation campaigns.

LinkedIn lead gen forms use information from your profile to streamline the lead generation process. In the B2B space where whitepapers, reports, trials and demos are common, this streamlined process allows users to stay on LinkedIn rather than having them navigate to a website form, making the process to get your asset quick and easy. Because of this, users are more likely to submit their information resulting in a higher number of front end leads.

Summed up, LinkedIn lead gen forms provide three main benefits:

  1. Quickly increase lead volume
  2. Easily engage users who may be higher in the funnel
  3. Help build out remarketing lists to maximize conversions

1. Name Your Form and Develop Strong Copy

This may seem like a given, but naming your form is really important. Developing a naming convention can help you sort through forms more easily and analyze more efficiently. For example, we recommend including the date to help you quickly see which form variant is the most recent. Note that you cannot edit these forms once created.

Next, you’re going to want to come up with some compelling copy. Sell users with a value-add on specifically what they’ll be getting and how it’ll help them. In this case, you are letting them know that they’ll be downloading an eGuide, and it’s a value-add because it’ll show them how to create and run LinkedIn lead gen forms effectively. It is very important to showcase a strong value proposition and a call-to-action.

LinkedIn Lead Gen Form example

2. Choose the appropriate fields

Figuring out what info your sales team needs to be successful is crucial for having a strong Lead Gen form. Do they need just an email? Email, company size, phone number? Communicate with your sales team to determine what fields they need in order to best optimize your form.

Sometimes you want to ask questions that are not provided through the standard fields. Good news, you can do that! LinkedIn offers three custom questions that can either be a single input or multiple choice, and you can also include five custom checkboxes. We recommend keeping the amount of custom questions to a minimum. Typically, the more fields a user has to fill out the less likely they’ll submit a form, but this can also help add an extra layer of friction to qualify leads.

LinkedIn Lead Gen Form example LinkedIn Lead Gen Form example

3. Choose the appropriate content for the user flow

Gated content can be very effective if used correctly. You want to make sure the value-add you’re giving to the customer is relevant to them – this includes delivering the appropriate asset to the right audience. For example, for higher funnel audiences you may want to educate them with a Gartner report, eGuide, or a relevant blog post. For more down funnel audiences, a Demo Request may be a more effective approach.

Regardless of what content you are promoting, you should be providing value to your audience. They are unlikely to fill out the form unless they feel like they will receive a benefit from the interaction.

LinkedIn Lead Gen Form example

4. Test!

These quick tips are a good starting point for any LinkedIn Lead Gen strategy. From here, you should continue to test to improve your strategy. Test new headlines, new assets, and new fields to improve your lead volume and backend quality. One test in particular that we recommend is testing the work email field as a custom question against the auto-generated email field. Since some users don’t provide their work email on their LinkedIn profile, this can be a good way to improve the quality of email addresses. We also recommend testing LinkedIn Lead Gen Forms vs taking people to forms on your website. While there will be a lower total volume of leads from your website forms, the leads are typically more qualified. The trade-offs can vary which is why we recommend testing.


There isn’t a one size fits all template for LinkedIn lead gen forms but if you use these guidelines and continue to test, you’ll find yourself generating a higher volume of quality leads in no time!

To learn more about LinkedIn Advertising, download our guide here.