How to plan a LinkedIn Ads campaign with Lead Gen Forms

If your objective is to quickly begin acquiring high-quality B2B leads, you’ve come to the right place. LinkedIn Lead Generation Forms are one of the most effective methods for your business to generate leads and new opportunities. They are scalable, quick, and simple to set up and customize from the user’s perspective.
However, what matters most is how they benefit your business. LinkedIn Lead Generation forms offer some of the best marketing metrics of any lead generation channel, including high conversion rates, high-quality leads, and LinkedIn-exclusive targeting parameters.

Target Audience

Conduct the necessary research to gain a thorough understanding of your target customer. While the quantitative approach may appear sufficient, there is a limit to the amount of information that can be gleaned from LinkedIn’s data tools.

Qualitative data is required to gain a true understanding. Investigate LinkedIn Groups and visit the profiles of individuals who fit your target audience to get a sense of what they list on their profile. Almost anything listed on a LinkedIn profile can be targeted.

On your website, you can and should install a tracking script called “Insight Tag.” It will collect data about visitors to your website and send it to your LinkedIn profile, allowing you to retarget those visitors.


All LinkedIn advertisements are served through an auction system. Bids are set automatically by default, but you can opt for manual bidding if you prefer (and is suggested; what we do for all our clients to get the most return). The algorithm identifies potential customers and determines which advertisement will be displayed based on a variety of factors, including targeting, what other advertisers are bidding, and seasonality. As a result, certain targeting parameters increase campaign costs more than others.

Form length

Determine the type of information you want your lead generation forms to collect. The maximum number of fields is seven, but in most cases, you won’t need more than five. The beauty of using LinkedIn Lead Gen Forms is that all of the fields you request are pre-populated with information from your target audience’s LinkedIn profile, which means they’ll be registered as a lead in just 2-3 clicks after submitting your lead form. There is no need to manually fill out that lead generation form!

Note: LinkedIn supports custom fields, so you can inquire about something other than a person’s name or email address. If you’re selling marketing automation software, for instance, you could ask marketers “how many hours do you spend each day performing tasks that can be automated?”


The best way to earn trust is to avoid the stereotypical salesman’s tone and structure. Effective advertisements evoke the feeling of a friendly conversation between two people – not two businesses. Your tone should be friendly, respectful, and in keeping with the rest of your online presence.

Maintain a succinct, clean, and easy-to-understand structure. At the conclusion of your message, include a call to action. Avoid self-promotion and instead focus on the prospect. Each conversation should be treated as a transaction. What can you offer them in return for their contact information? What makes your product or service unique? How does it meet their requirements? How do you address the costs and risks associated with similar products?

If you’re using LinkedIn InMail to send your forms, it’s also a good idea to structure your message in a way that encourages conversation. Consider framing sections of your message as questions, and keep in mind that many people on LinkedIn have something to offer – whether it’s their knowledge, connections, or their own product. Inquire of them about it; many people will gladly share.

Plan for contingencies

While you’re preparing your campaign, jot down any ideas for future testing. Alternative ways to phrase your message, new directions for targeting, anything that will assist you in reacting quickly if your campaign requires improvement after it is launched.

Rest of the funnel

When your campaign begins to generate leads, it’s a good idea to be prepared to manage them. Who will be responsible for following up on your leads and through which channels? The most effective method is to export the leads into your preferred CRM. This enables you to keep track of when each lead was contacted, who contacted them, and via which channel. Additionally, it’s a good idea to plan and implement a lead nurturing cycle prior to launching your campaign. Finally, you’ll need a method for transferring hot leads to sales.

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