On LinkedIn, catching the attention of a qualified prospect is one thing, but converting them into a lead is another! Between the interest in your offer and the (tedious) process of filling out a form on a landing page, you lose about 70% of your visitors on average. This is exactly the problem LinkedIn Lead Gen forms solve. Let's break it down.
What is a LinkedIn Lead Gen Form?
A LinkedIn Lead Gen form is a native form integrated directly into your ad campaigns on the platform. Unlike a standard ad that redirects to your website, this type of form opens directly within LinkedIn. Convenient, right?
The principle? When a user clicks on your ad, a form pre-filled with their professional information (name, email, company, job title) appears. All the prospect needs to do is verify this information and confirm with two clicks. No redirection. No page load. It's a huge advantage...
This process relies on the user's LinkedIn profile data for greater reliability. You collect verified, updated information, and most importantly, data from active professional profiles.
LinkedIn Lead Gen forms are compatible with multiple ad formats: Sponsored Content (sponsored posts in the news feed), Message Ads (sponsored InMail messages), and Dynamic Ads. Depending on your goals and budget, you can choose the most suitable format.
What is the Purpose of a LinkedIn Lead Gen Form?
LinkedIn Lead Gen forms are used to collect qualified contacts in a B2B context. They can be adapted to various marketing goals
You can use them to offer downloadable premium content: white papers, market studies, practical guides, templates, etc. The advantage of a LinkedIn Lead Gen form? It’s particularly effective for feeding the top of your conversion funnel.
Lead Gen forms also work great for generating sign-ups for webinars, online events, or product demos. In this case, you capture prospects with a strong intent and a more advanced maturity level.
Another common use is for signing up for a specialized B2B newsletter or creating a contact database for your sales outreach campaigns.
In terms of benefits, native forms generally display conversion rates 2 to 3 times higher than external landing pages. In other words, you automatically reduce your cost per lead (CPL) while increasing the volume of contacts collected. And since the data comes directly from LinkedIn, its quality is superior to data collected via a traditional manually filled form.
How to Create an Effective LinkedIn Lead Gen Form?
Technical specifications
To create your form, go to LinkedIn’s Campaign Manager. During your ad campaign creation, select the “Lead Generation” objective and then choose “Lead Gen Form.”
The most important step is selecting the fields you want to collect. By default, LinkedIn automatically pre-fills standard fields: first name, last name, professional email, company, job title, seniority. You can add up to three custom questions (but don’t overdo it). Focus on the essentials, as each additional field increases the risk of abandonment.
Content optimization
Le titre de votre formulaire doit clarifier votre offre en moins de 60 caractères. C’est un sacré challenge, donc privilégiez la précision à la créativité. Un exemple ? « Téléchargez notre guide complet sur l’ABM en 2025 » fonctionne mieux que « Découvrez nos secrets marketing ».
La description (160 caractères maximum) explique la valeur concrète de votre offre. Qu’est-ce que l’utilisateur va obtenir ? Pourquoi cela mérite-t-il de partager ses coordonnées ? Ici aussi on reste dans les faits et on oriente vers les bénéfices.
Un call-to-action personnalisé convertit mieux qu’un call-to-action générique. LinkedIn propose par défaut « Envoyer », mais vous pouvez le remplacer par « Télécharger le guide », « S’inscrire au webinar » ou « Demander une démo ». En Bref, vous pouvez adapter votre CTA selon vos besoins, en gardant à l’esprit qu’un CTA explicite améliore les performances.
Votre formulaire est presque fini ! Maintenant, n’oubliez pas le message de confirmation. C’est votre première opportunité d’engagement après la conversion. La clé : remerciez l’utilisateur, rappelez-lui ce qu’il va recevoir et indiquez le délai (immédiat par email, accès direct via un lien, etc.).
Bonnes pratiques pour maximiser les conversions
The less you ask for, the more you convert. It’s simple math. Stick to the essential fields and save the qualification questions for later.
Consistently test different versions of your forms. Vary the titles, descriptions, and visuals of the ad leading up to the form. A/B testing isn’t optional, it’s a necessity.
Tailor your offer to the maturity level of your audience. A general whitepaper works well for cold targeting. A demo request will perform better with an audience that has already engaged with your content.
The ad that triggers the form opening plays a crucial role. Your visual must be professional, your headline clear, and your value proposition immediate. A perfect form will never compensate for a mediocre ad.
What to do after collecting leads: How to exploit your LinkedIn leads.
Collecting leads is just the first step. You also need to effectively use them!
LinkedIn allows you to export your leads as a CSV directly from the Campaign Manager. But manual downloading quickly shows its limits if you generate a large volume.
You can usually automate the process via native integrations with your CRM (Salesforce, HubSpot, Microsoft Dynamics) or tools like Zapier and Make.
You’ve Collected Leads? Great! Now What?
Now, you need to qualify them: company size, industry, job role, seniority level. Not all leads are created equal. Some hot leads can be contacted immediately, while others need to be nurtured before being passed to your sales teams.
Go further with Blastform
To take your lead generation strategy further, you can complement your LinkedIn campaigns with forms deployed on your landing pages or website.
Tools like Blastform make it easy to quickly create optimized forms for conversion, with the same performance standards as your LinkedIn forms. The goal: to maintain a smooth journey across all your touchpoints.
Want to extend your LinkedIn campaigns with forms that convert? Blastform allows you to create optimized, testable forms in just minutes, perfectly tailored to your B2B strategy.
