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LinkedIn Lead Gen Forms Set Up

Setting up LinkedIn lead gen forms
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In today’s digital age, B2B marketers in the UK are turning to LinkedIn as a powerful platform for lead generation. With over 740 million members worldwide, LinkedIn offers marketers access to a vast professional network of decision-makers and influencers. One effective tool for capturing leads on LinkedIn is through the use of lead gen forms.

Setting up LinkedIn lead gen forms is an essential component of a successful B2B marketing campaign on the platform. These forms streamline the lead capture process, allowing prospects to submit their information quickly and easily without leaving the platform.

Key Takeaways:

  • LinkedIn is a valuable platform for B2B marketers in the UK looking to generate leads from decision-makers and influencers.
  • Lead gen forms are a powerful tool for capturing leads on LinkedIn, streamlining the lead capture process for prospects.
  • Setting up LinkedIn lead gen forms is an essential component of a successful B2B marketing campaign on the platform.

We Know Why You Should Use LinkedIn Lead Gen Forms for B2B Marketing

Are you struggling to generate leads for your B2B marketing campaign on LinkedIn? LinkedIn Lead Gen Forms may be just what you need. By simplifying the lead generation process, these forms can help you collect high-quality leads with ease, leading to higher conversion rates and better ROI.

So why use LinkedIn Lead Gen Forms for your B2B marketing efforts? Firstly, they eliminate the need for potential leads to navigate to an external landing page, which can often be a tedious and time-consuming process resulting in lost leads. By having the form directly within the LinkedIn platform, users can easily submit their information with just a few clicks, increasing the likelihood of capturing their contact details.

Furthermore, LinkedIn Lead Gen Forms have pre-populated fields, which are pulled from the user’s LinkedIn profile, making it even easier for them to submit their information without having to type it out. This results in a quicker and less laborious process for the user, thus encouraging more leads to engage with your campaign.

But the benefits don’t stop there. By using LinkedIn Lead Gen Forms, you can also collect more accurate and complete data from your leads. Since the information is directly pulled from LinkedIn profiles, it is less likely to contain errors or discrepancies that can occur when leads manually input their details on a form.

Overall, LinkedIn Lead Gen Forms offer a streamlined and effective solution for B2B marketing, helping you to generate more leads, more efficiently. So why not give them a try in your next campaign?

Getting Started with LinkedIn Lead Gen Forms

Now that you have decided to use LinkedIn lead gen forms for your B2B marketing efforts, it’s time to get started with setting up your first form. The first step is to access the LinkedIn Campaign Manager, which is where you can create, manage, and track your lead gen forms.

To get started, log in to your LinkedIn account and go to the Campaign Manager. From there, click on the “Create Campaign” button and select “Sponsored Content” as the campaign type. Then choose the content that you want to promote with your lead gen form, such as a blog post or a white paper.

Next, you will need to create a new ad. Select the ad format that you want to use and then scroll down to the “Create a Lead Generation Form” section. Click on the “Create Form” button to start building your lead gen form.

Once you have access to the form builder, you can start customising your form by adding fields that will capture the information you need from your leads. Remember to keep the form simple and straightforward, as lengthy forms can discourage form completion.

When setting up your form, you’ll also have the option to select which fields are required and which are optional. It’s a good idea to make email and name fields required, as these are essential for effective lead nurturing.

Overall, the initial steps of setting up LinkedIn lead gen forms are straightforward and easy to follow. Once you have set up your first form, you’ll be able to create additional forms for different campaigns and track their performance through the Campaign Manager.

Creating a Lead Gen Form Template

Once you have accessed the LinkedIn Campaign Manager, the next step is to create a lead gen form template. This is where you define the form fields that will gather relevant information from your prospects to aid in effective lead generation.

When creating your lead gen form template, it’s crucial to include only the necessary form fields. Including too many fields can result in low conversion rates, as prospects may lose interest or become overwhelmed with filling out a lengthy form. Therefore, it’s important to carefully consider which form fields are essential for your lead generation efforts.

Form Field Description
Full Name This field allows prospects to provide their first and last name, enabling you to address them personally in follow-up communication.
Job Title Knowing a prospect’s job title can help you tailor your messaging and better understand their needs and pain points.
Company Name Gathering a prospect’s company name can provide valuable information about their industry and company size, allowing you to further customise your messaging.
Email Address Collecting a prospect’s email address is essential for future communication and lead nurturing efforts.
Phone Number While not always necessary, collecting a prospect’s phone number can enable you to follow up with a more personal touch and increase the likelihood of a conversion.

In addition to the form fields listed above, you may also consider including fields for relevant topics, interests, or pain points related to your product or service. However, it’s important to balance the quantity of fields with the potential value of the information.

By carefully selecting and including only the necessary form fields, you increase the likelihood of prospects completing your lead gen form and providing valuable information for effective lead generation.

Customising Your Lead Gen Form

Now that we have created the template for our LinkedIn lead gen form, it’s time to customise its look and feel to make it consistent with our branding. This is where we can make our form stand out and grab the attention of potential leads.

LinkedIn provides several customisation options to help us achieve this. Firstly, we can choose a custom background image that reflects our brand’s personality. This background can be either a solid colour or an image that can be uploaded to the form.

We can also use a custom headline and a description that provides more information about the offer we are promoting. This text should be catchy and compelling, encouraging visitors to fill out the form.

We have the option to change the call-to-action (CTA) button text, which should be action-oriented and specific. Some examples of effective CTA buttons include “Download Now,” “Request a Quote,” and “Register Today.”

One of the key customisation options is the ability to select which fields to include in the form. We should consider which fields are essential for our lead generation efforts and which ones could be a barrier for potential leads. This will help us strike a balance between collecting enough information and not overwhelming our audience.

Finally, we can change the confirmation message that visitors see after filling out the form. This is an opportunity to thank them for their interest and provide additional information or a call to action to further engage with our brand.

By customising our LinkedIn lead gen form, we can ensure that it aligns with our branding and offers a seamless user experience. This can increase the chances of visitors completing the form and becoming leads for our business.

Setting Up the Thank You Page

Once a prospect submits their information through our LinkedIn lead gen form, they are directed to a thank you page. This page is crucial in continuing the conversation and nurturing the lead.

First, let’s take a look at the confirmation message. This message should thank the prospect for their interest and provide additional information on what to expect next. It’s also a great opportunity to set expectations for communication and follow-up.

Next, we’ll want to customise the thank you page to align with our brand and messaging. This includes adding our logo, selecting a colour scheme that matches our branding and creating a clear call to action. This could be inviting them to download a piece of content, directing them to a relevant blog post or requesting a consultation. Whatever it is, it should align with our overall lead nurturing strategy.

Remember, the thank you page is an opportunity to solidify their interest and move them further along in the buyer’s journey.

Monitoring and Analysing Your Lead Gen Forms

Once your lead gen forms are up and running, it’s important to monitor their performance to ensure they’re delivering the desired results. LinkedIn’s Campaign Manager provides analytics and insights that can help you optimise your forms for better lead generation.

First, it’s important to track the number of leads generated by your forms over time. This will give you a sense of how effective your forms are at capturing leads and how much your lead volume is growing.

You should also monitor the conversion rate of your forms to understand how many people who click on your ads actually fill out the form. If your conversion rate is low, you may need to examine your form design, messaging, or targeting to make improvements.

Another key metric to track is the quality of your leads. By analysing the information collected on your lead gen forms, you can gain insights into the types of companies and job titles that are most engaged with your content. This information can help you refine your targeting and messaging to attract higher-quality leads.

LinkedIn’s lead gen form analytics provide a wealth of information beyond these basic metrics. You can see which LinkedIn Campaigns and ads are driving the most form submissions, as well as which specific fields on your forms are most popular. Armed with this data, you can make informed decisions about how to optimise your lead gen forms for even better results.

One key optimisation strategy is to experiment with different form fields and designs to see what works best. By testing different versions of your lead gen forms, you can identify the most effective combinations and continually improve your lead generation efforts.

Remember that monitoring and analysing your lead gen forms is an ongoing process. By regularly reviewing your analytics and making data-driven decisions about how to optimise your forms, you can ensure that your lead generation efforts are always improving over time.

Integrating LinkedIn Lead Gen Forms with Your CRM

One of the key advantages of using LinkedIn lead gen forms is the ability to seamlessly integrate them with your Customer Relationship Management (CRM) system. This integration allows for efficient lead data management and lead routing, making it easier for your sales team to engage with prospects and move them through the sales funnel.

At the outset, it is essential to ensure that your CRM system is compatible with LinkedIn Campaign Manager. Once this is established, you can start syncing your lead data by accessing the ‘Lead Gen Forms’ tab within Campaign Manager. From here, you can set up your lead form tracking and mapping.

Lead routing is another critical aspect of CRM integration. By setting up automatic lead routing rules, you can ensure that the right sales team members are notified of new leads, improving response times and increasing the chances of conversion. You can also set up automated email campaigns to nurture leads and keep them engaged throughout the buyer’s journey.

Benefits of CRM integration with LinkedIn lead gen forms:
Efficient lead data management
Automated lead routing
Improved response times
Increased chances of conversion

It is also worth noting that LinkedIn integrates with a wide range of CRM systems, including Salesforce, HubSpot, and Marketo. If you are not currently using a CRM system, LinkedIn offers their own built-in lead data management tool, which can be accessed through the Campaign Manager.

In summary, integrating LinkedIn lead gen forms with your CRM system can have a significant impact on your B2B marketing efforts. By streamlining lead data management and improving lead routing, you can increase your chances of converting prospects into loyal customers.


In conclusion, incorporating LinkedIn lead gen forms into your B2B marketing strategy can yield significant benefits in terms of lead generation. By setting up and customising your lead gen forms to align with your brand and target audience, you can create a seamless user experience that encourages engagement and maximises conversions.

Once your forms are live, it is important to regularly monitor and analyse their performance using LinkedIn’s built-in analytics tools. This allows you to identify areas for improvement and make data-driven decisions to optimise your lead gen forms for greater success.

Integrating your lead gen forms with a CRM system can further streamline your lead data management and routing processes, ensuring that potential leads are effectively nurtured and moved through your sales funnel.

Overall, LinkedIn lead gen forms offer a powerful tool for B2B marketers looking to generate high-quality leads and drive business growth. By leveraging the tips and techniques outlined in this article, we can optimise our lead gen forms for maximum impact and stay ahead of the competition in today’s fast-paced digital landscape.


Q: How do I set up LinkedIn Lead Gen Forms?

A: To set up LinkedIn Lead Gen Forms, you need to access the LinkedIn Campaign Manager and follow the step-by-step instructions provided. It’s a straightforward process that allows you to customise your form and start generating leads in no time.

Q: Why should I use LinkedIn Lead Gen Forms for lead generation?

A: LinkedIn Lead Gen Forms offer several benefits for lead generation in B2B marketing. They provide a seamless user experience, pre-fill the form with LinkedIn profile data, and allow for easy integration with CRM systems. This makes it easier to capture high-quality leads and streamline your lead generation process.

Q: How do I get started with LinkedIn Lead Gen Forms?

A: Getting started with LinkedIn Lead Gen Forms is simple. Once you have accessed the LinkedIn Campaign Manager, you can create a new lead gen form campaign and set your targeting options. From there, you can customise your form, review the settings, and launch your campaign.

Q: How do I create a lead gen form template on LinkedIn?

A: Creating a lead gen form template on LinkedIn involves selecting the appropriate form fields that align with your lead generation goals. You can choose from a range of field options such as name, email, job title, and company. It’s essential to consider the information you need to collect to qualify and nurture your leads effectively.

Q: Can I customise the look and feel of my lead gen form on LinkedIn?

A: Yes, you can customise the look and feel of your lead gen form on LinkedIn to align with your branding. You can add your company logo, choose a colour scheme, and write a compelling headline and description. These customisation options help create a consistent brand experience and enhance your form’s effectiveness.

Q: How do I set up a thank you page for my LinkedIn lead gen form?

A: Setting up a thank you page involves providing a confirmation message to users after they submit their information. This page is an opportunity to engage with leads further, whether it’s by offering a downloadable resource, inviting them to join a webinar, or providing contact information for further assistance.

Q: How can I monitor and analyse the performance of my lead gen forms on LinkedIn?

A: Monitoring and analysing the performance of your lead gen forms is crucial for optimising your results. LinkedIn provides built-in analytics that allows you to track key metrics such as form conversions, impressions, and click-through rates. By monitoring these metrics, you can identify areas for improvement and refine your lead generation strategy.

Q: Can I integrate LinkedIn Lead Gen Forms with my CRM system?

A: Yes, you can integrate LinkedIn Lead Gen Forms with your CRM system for seamless lead data management. This integration ensures that the leads captured through LinkedIn are automatically transferred to your CRM, allowing for efficient lead routing and nurturing. It helps streamline your lead management process and ensures no leads fall through the cracks.

Q: What are the key benefits of using LinkedIn Lead Gen Forms for B2B marketing?

A: LinkedIn Lead Gen Forms offer several benefits for B2B marketing. They provide a user-friendly experience, enable pre-filled form data, allow for easy customisation, and offer integration with CRM systems. These features make lead generation more efficient and effective, resulting in higher-quality leads and improved marketing ROI.

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