Advantages of LinkedIn Lead Generation Forms For B2B Businesses

Linkedin website under a magnifying glass. Linkedin is a business oriented social networking website.

With over 310 million active users worldwide each month, LinkedIn has become an established platform for businesses to promote themselves and to acquire qualified leads. LinkedIn is known as the #1 channel B2B marketers use to distribute content and is the second most popular platform among B2B marketers.

One of Conversion Pipelines’ favorite tools for generating B2B leads are LinkedIn’s Lead Generation Forms. 

Lead Gen Forms utilize a mobile-optimized technology that allows advertisers to collect leads on the social network, without redirecting the users to a website landing page.  

In fact, 89% of B2B marketers use LinkedIn for lead generation, and 62% say it generates them leads, over two times more than the next-highest social channel. An important role in obtaining such results is due to the ease with which users can fill in these forms which can be done simply by clicking on a button. 

With that being said, we believe it’s time to discuss the several benefits of using LinkedIn for lead generation for B2B companies. With the proper structure, you can grow your business by targeting prospects using relevant and appealing content. Let’s jump right in!

So, What are LinkedIn Lead Gen Forms?

LinkedIn Lead Gen Forms (LGF) are a specific type of LinkedIn Ad in which the user completes a form directly within the LinkedIn interface. After the user submits their information, they then have access to the desired landing page or PDF.

“But how do I access the lead information?”

Great question! LinkedIn collects the data, which can then be downloaded at any time through the Campaign Manager portal, and if supported, you can even have these leads automatically sent to your CRM or marketing automation solution. Today, most platforms, including HubSpot, Marketo and SalesForce, can directly connect to LinkedIn.

Additionally, LinkedIn’s internal data indicates that conversions from LGFs can increase by 2-3 times when compared to standard Sponsored Content campaigns.

B2B Industries That Can Benefit From Lead Gen Forms

Conversion Pipeline works with numerous B2B companies, from a wide array of industries, and our clients have all seen Lead Gen Form success. However, we’ve seen the highest level of success achieved in the following target audiences:

  1. Information Technology
  1. Marketing
  1. Healthcare
  1. Commercial Real Estate
  1. Business Development

Lead Gen Forms Benefits

Now that you are well versed in LinkedIn Lead Gen Forms, the next question you likely are asking is “Why should I invest time and money on these?” Well, there’s several – not including the fact that cost per lead is 28% lower than Google Ads – and we’ve listed those below. 

Here’s a look at the benefits of Lead Gen Forms:

1. Auto Populated Form Fills: Data is auto-populated from the user’s profile into the form fields. The only step the users need to take is simply hitting ‘submit’. Extremely simple, even on a mobile device. LinkedIn data is usually kept up to date so the form information is reliable unlike normal contact forms where the user can put in false information.

2. On-Platform Submission/User Friendliness: Rather than being redirected to a website, information is collected within the LinkedIn platform. This appeal should not be under-appreciated, as you avoid the potential of the user losing interest in the transfer process/bouncing from your website landing page without completing the form submission. In fact, with most LinkedIn users accessing the platform through the use of mobile devices, this aspect is one that will further increase your submissions by streamlining the process and making the form submission more user-friendly.

3. Custom Questions: Do you need to ask specific questions to your leads in order to add them to a custom email chain or retargeting lists? LinkedIn has you covered, and allows you to add multiple choice questions and a comment input feature where the user must type their answer.


Conversion Pipeline strongly believes that LinkedIn Lead Gen Forms are a fantastic ad format to implement if you’d like to lower your cost per lead and increase lead volume. As with any platform, there’s always a possibility of challenges when using this ad format, but most of them can be addressed with the right tactics in place. 

Contact us today if you’re interested in learning more about how we can assist your business, create the right social media marketing strategy to deliver more relevant traffic to your website, and convert them with optimized landing pages. We have the tools, experience and processes to consistently drive great results.

Written by: LOGAN ROBINS – Digital Marketing Manager @ Conversion Pipeline

Michael Delpierre