How to Create Successful LinkedIn Lead Generation Ads

In the world of digital marketing, the importance of utilizing platforms like LinkedIn for lead generation cannot be overstated. With millions of professionals from various industries actively using LinkedIn, it has become a hot spot for businesses looking to generate high-quality leads. Enter LinkedIn lead generation ads – a powerful tool that allows businesses to target specific audiences and drive potential leads to their websites or landing pages. By strategically placing ads on LinkedIn, businesses can effectively reach their target market, capture valuable leads, and ultimately increase their conversion rates. In this article, we will delve into the benefits and strategies behind LinkedIn lead generation ads.

What are LinkedIn lead generation Forms?

LinkedIn Lead Generation Forms, or Lead Gen Forms for short, are a powerful ad format designed to make the process of collecting quality leads on the platform seamless and efficient. These forms are pre-filled with a LinkedIn user’s profile data, allowing them to submit their information to you with just a couple of clicks. This user-friendly design significantly reduces the barrier to entry for potential leads, as it eliminates the need for users to manually enter their details, thus enhancing the likelihood of conversion.

By using LinkedIn’s detailed demographic and professional data, Lead Gen Forms allow you to capture high-quality leads that are more likely to convert, directly within the LinkedIn environment. This approach not only streamlines the lead generation process but also provides you with rich data that can inform and optimize your future marketing efforts.

Why Use LinkedIn LinkedIn Lead Generation Ads?

LinkedIn Lead Gen Form Ads are designed to maximize user engagement by simplifying the lead submission process. When a potential lead clicks on your ad, a form pre-filled with their LinkedIn profile data appears, requiring minimal effort to complete. This ease of use significantly increases the likelihood of form submission, enhancing your campaign’s effectiveness.

The integration of Lead Gen Forms with LinkedIn’s rich professional data allows for higher quality lead collection. You’re not just gathering names and contact information; you’re gaining access to detailed professional profiles. This depth of data enables more personalized follow-up strategies, making your lead nurturing efforts more targeted and effective.

Moreover, these ads are tailored to function seamlessly across devices, including mobile, where a significant portion of LinkedIn users access the platform. The mobile-optimized design ensures that you won’t miss out on mobile users, expanding your reach and increasing your potential lead volume.

Which ad format is the most effective for LinkedIn Lead Generation Ads

When it comes to choosing the most effective ad format for LinkedIn Lead Gen, it’s essential to consider your campaign objectives and target audience. However, among the various options, Sponsored Content and Sponsored InMail stand out for their lead generation efficacy.

Sponsored ads appear directly in the LinkedIn feed, making them highly visible to your target audience. They can be used to promote articles, blog posts, or videos, along with a compelling call-to-action (CTA) to fill out the Lead Gen Form. Their native appearance in the feed encourages higher engagement rates.

InMail allows for personalized messages to be sent directly to the LinkedIn inboxes of your target audience. This format is particularly effective for targeted lead generation campaigns, as it enables direct engagement with potential leads. The personal touch of InMail, combined with a CTA for lead form submission, can result in high conversion rates.

How to Create a LinkedIn Lead Generation Ads

Step 1: Navigate to LinkedIn Campaign Manager

First things first, go to the LinkedIn Campaign Manager. This is your command center for all LinkedIn advertising activities. If you haven’t already set up an account, you’ll need to create one. Once logged in, select the account under which you want to run your Lead Gen ad.

Step 2: Choose Your Objective

Start a new campaign by selecting the “Create Campaign” button. LinkedIn will prompt you to choose a campaign objective. For Lead Generation Ads, select “Lead generation” as your objective. This ensures that your campaign settings are optimized for generating leads right from the start.

Step 3: Define Your Target Audience

The next step involves defining your target audience. Campaign Manager offers a range of targeting options, including location, company name, job title, industry, and more. Use these options to narrow down your audience to those professionals who are most likely to be interested in your offering. The more specific you are, the higher the quality of leads you’ll generate.

Step 4: Select Your Ad Format

Now, choose the ad format that best suits your campaign goals. For Lead Gen Forms, you can use Sponsored Content (including Single Image Ads, Carousel Ads, and Video Ads), Message Ads, or even Dynamic Ads. Each format offers unique advantages, so select the one that aligns with your content and call-to-action (CTA).

Step 5: Create Your Ad and Lead Gen Form

Create your ad by adding compelling copy, images, or videos. Your ad should clearly articulate the value proposition and include a strong CTA, encouraging users to take action. After crafting your ad, set up your Lead Gen Form. Click on the “Lead generation” option and customize your form. You can select which pieces of information you wish to collect from prospects, such as name, contact info, job title, etc. Remember, LinkedIn pre-fills these forms with users’ profile data, making it easier for them to submit their information.

Step 6: Set Your Budget and Schedule

Decide on your budget and how you want to spend it. LinkedIn offers options for daily or total campaign budgets and allows you to choose between cost per click (CPC) or cost per impression (CPM) bidding strategies. Set your campaign’s start and end dates, or leave it as ongoing if you prefer to manually stop the campaign later.

Step 7: Measure and Optimize

Once your campaign is live, keep an eye on its performance through the analytics tools in Campaign Manager. Pay attention to metrics like click-through rates, conversion rates, and cost per lead. Use these insights to tweak your targeting, ad content, and budget allocation, optimizing your campaign for better performance over time.


As we wrap up our journey through the intricacies of creating successful LinkedIn Lead Generation Ads, it’s clear that the power to expand your reach on LinkedIn lies in a well-crafted strategy, from selecting the right ad format and targeting the perfect audience to optimizing your lead gen forms and analyzing campaign performance. Remember, the essence of our advice is rooted in not just our expertise but our genuine desire to see you succeed. Whether you’re stepping into the LinkedIn advertising arena for the first time or looking to refine your existing strategies, the steps we’ve outlined are designed to set you on a path toward generating high-quality leads that truly resonate with your brand. Armed with these insights, we’re confident you can transform your LinkedIn presence, turning clicks into valuable connections and fostering growth for your business. Let’s move forward, embracing the vast opportunities LinkedIn offers, and together, we’ll navigate the digital landscape to elevate your brand to new heights.


  1. Can you do lead gen ads on LinkedIn?

    Yes, you can create lead gen ads on LinkedIn using Lead Gen Forms to effectively gather high-quality leads directly through the platform.

  2. Can i use LinkedIn for lead generation?

    Yes, LinkedIn is a powerful tool for lead generation, offering targeted advertising options to connect with professionals and potential customers.

  3. How much does LinkedIn lead generation cost per lead?

    The cost per lead on LinkedIn varies widely based on factors like targeting, competition, and ad relevancy, but businesses should prepare for a range typically between $20 to $80 or more per lead.

  4. How much do LinkedIn lead gen forms cost?

    LinkedIn does not charge extra for using Lead Gen Forms; they are included with the cost of running LinkedIn ads. The overall cost depends on your ad campaign’s budget and bidding strategy.

Photo of Hanan Akmel
( LinkedIn Marketing Specialist/Strategist )

Hanan Akmel, our LinkedIn Marketing Specialist, excels in crafting bespoke marketing strategies for diverse clients.

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