LinkedIn’s new Lead Gen form ad units can be a great way to collect highly qualified leads in an efficient manner. In today’s blog, we will be looking at how to set these up, as well as dishing out a few best practices you can use to generate the best results!

The Set-Up

Lead Gen ads are essentially an extension of the traditional LinkedIn Sponsored Content ad placement. To build a Lead Gen ad, first create a new campaign and then choose Sponsored Content. From there, enter your campaign name and select the “Collect leads using LinkedIn Lead Gen Forms” option:

Next, you will either create a new Sponsored Content post or choose from existing content that you’ve already posted and wish to sponsor. From here, you will be able to click “Create new form template.” Here is where you will build your actual Lead Gen form.

You will now create an “Offer Headline,” as well as provide some more detail on your offer. These two fields will make up the top half of your Lead Gen form. It is important to provide as much detail as possible in order to better qualify your leads. Users who are more informed and knowledgeable about what you’re offering will be more likely to convert and will likely be a “higher quality” customer down the road.

Next, you will be able to choose a maximum of 7 fields for the information you would like the users to provide. One of the best features of LinkedIn’s Lead Gen forms is that the fields auto-populate based on the user’s profile information. This allows users to convert with the least amount of work/clicks possible.

From here, you will create an optional thank-you message that will show after a user submits their information. This is highly recommended as it gives you another chance to provide more context on your offer and the steps that will follow. For example, if a representative will be following up by phone or email, it would be important to let the user know so that they will be expecting to be contacted. This will create a better user experience and better prepare your customers.

Congratulations! You have just built your first Lead Gen form. It is recommended that you test different variations to find the best performance. LinkedIn lets you track Leads, Lead Form Opens, Lead Form Completion Rate, and Cost Per Lead. These metrics provide valuable insight into how users are responding to your different lead forms.

Lead Cultivation

To download your leads, use the following steps:

  1. Click the account name for the account with the leads you want to download
  2. Move your cursor over Tools in the top right and select Lead Forms from the drop-down.
  3. Click Download leads next to the Form template name. (You must be assigned ‘Lead Gen Manager’ permission from the Company Page Admin to download leads.)

Additionally, you have the option to integrate with your marketing automation/CRM system. This allows you to automatically leverage the platforms you already have set up.

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Have you tested out a LinkedIn lead gen ad? Let us know your thoughts in the comments below!

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Kyle Emery
Kyle grew up in Northern California and graduated from Chico State in 2012. Before getting into the world of media buying, he was a sports photographer, spending time working for various newspapers and interning with the Houston Astros and Cleveland Indians. Cleveland was just a little too cold for him, so immediately following his internship there, he moved to San Diego and began a career in media buying. He’s still really into photography and loves surfing, camping, fishing, and attempting to play golf.