Set up a LinkedIn Lead Generation Form

Last Updated / Reviewed: Jan 10th, 2023

Execution Time: ~30 mins

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Goal: Successfully create a LinkedIn lead generation form for your ad campaign.

Ideal Outcome: You will have set up a new LinkedIn lead generation form ready to be used in your sponsored content or message ads.

Prerequisites or requirements: You need to have access to a LinkedIn ad account and your ad account needs to be associated with a LinkedIn Page.

If you don’t have either of these, refer to:

• SOP 126: Set up a Linkedin Company Page
• SOP 128: Create a Linkedin Ads account

Why this is important: A lead generation form is necessary if you want to run a LinkedIn ad campaign with an objective to collect leads. With the lead generation form you can collect quality leads from your ads with pre-filled forms.

Where this is done: LinkedIn campaign manager.

When this is done: Before you run a lead generation campaign.

Who does this: Person responsible for Media Buying.

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Create a LinkedIn Lead Generation Form

1. Sign in to LinkedIn ad campaign manager.
2. Select your ad account.
   
3. Click the Account Assets dropdown and select “Lead Gen Forms”.
   
4. Click “Create form” in the Lead Gen Forms dashboard.
   
5. You will be redirected to the form details page.

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Complete Form Details

1. In the first section, add the Form name, Language, Offer Headline, Offer details, Privacy policy URL, and Privacy policy text.
   1. Form Name — The name of your lead generation campaign
   2. Language — The default language for your form.
   3. Headline (Max 60 characters)— The title of your lead generation form
   4. Details (Max 160 characters) — A description of why people should sign up.
   5. Privacy Policy URL (Required) — A page that describes how your website will collect, store, and utilize personal information provided by the user.
   6. Privacy Policy text (Optional) — A short text below the form that describe how what you will do with the information collected.
      
2. In the second section, choose the type of information you would like to collect in your form. There are 3 types of information you can collect:
   1. Profile Information — User’s personal information (e.g. first name, last name, phone no.)
   2. Custom Question — A specific question you want to know about the user. This can be a multiple choice question or
   3. Custom Checkbox — A Checkbox to collect user’s consent.
      
3. In the third section, write your confirmation message once a user has signed up. You can also add a call to action button to direct the user to your website or landing page.
   
4. In the last section (optional), you can add additional fields (up to 20) to your form for tracking purposes. For example, you can add “Promo = One time offer” to track this specific campaign.
   
   Note: These fields will not show to the users when they fill in the form.
5. You can edit any of the form details in the previous 4 steps. Once you’re satisfied click “Agree & Create”.
   
6. You have now set up a LinkedIn lead generation form. You can then use this form when you’re creating a sponsored content ad or a sponsored message ad in your campaign manager.