LinkedIn Lead Forms let you capture high-quality leads directly within the platform, giving users a smooth, uninterrupted experience. With Ad Manager, you can create, preview, and map these forms to your CRM, so that every lead flows straight into your automations and pipelines. This guide walks you through each step of building a LinkedIn Lead Form from start to finish.

Open the Lead Form Builder

When creating a LinkedIn campaign in Ad Manager, choose Lead Generation as your campaign objective.

At the Ad Level, you'll see an option to Select a Lead Form. Click Create New to open the Lead Form Builder.

Add Basic Details

This opens a new view where you can enter a form name. A default name is automatically generated with a timestamp (e.g., LinkedIn Form 29 Sep 25, 05:02 PM), but you can update it to something more descriptive.

Greeting Section

Next, expand the Greetings Section. Here, you can add a headline and a short description to explain your offer.

Language

Open the language section to select the display language for your form, ensuring a localised and relevant experience for your audience.

Questions

After selecting a language, add the questions that will determine the information you want to collect from leads. You can include up to 12 prefilled fields based on standard LinkedIn profile data, such as First Name, Last Name, Email, Job Title, and Company Name, along with custom questions in short-answer or multiple-choice formats. You can also add hidden fields, which aren't visible to users but are submitted automatically for tracking purposes (for example, Campaign ID or UTM parameters).

📌Note: Prefilled fields are auto-filled by LinkedIn for faster completion.

Form Fields Mapping

Map each LinkedIn field (whether prefilled, custom, or hidden) to your corresponding CRM contact fields. This ensures every submission syncs accurately with your automation or pipelines.

Data Privacy

In this section, you can add a link to your company's privacy policy, which will appear as a clickable label within the form. You also have the option to include an additional disclaimer or note, as well as up to five consent checkboxes to capture user permissions.

Confirmation Page

After a user submits the form, they'll be directed to a confirmation screen where you can display a custom message. This can be a brief thank-you note or a more detailed confirmation message, depending on the tone and purpose of your campaign.

For the Confirmation CTA, you can choose one of the following options:

  • Visit Website – Direct users to your site.
  • Download File – Provide a downloadable resource immediately.
  • Call Business – Offer a click-to-call action.

Each CTA requires both a link and button text.

Preview & Save

Use the live preview panel to see how your form appears on LinkedIn (both desktop and mobile). Before saving, ensure that the headline and intro text are clear and concise, the fields are correctly mapped, and privacy details are visible and accurate.

Click Create Form to save your LinkedIn Lead Form.

Creating a LinkedIn Lead Form in Ad Manager gives you a straightforward way to convert engaged professionals into qualified leads. By aligning the form fields with your CRM and following best practices, you'll get smoother lead capture, higher conversion rates, and better insights for your marketing strategy.

Best Practices

  • Keep your forms short; fewer fields improve completion rates.
  • Use a clear headline and compelling description to communicate value.
  • Include at least one consent checkbox for transparency and compliance.
  • Use hidden fields for advanced tracking (e.g., source = LinkedIn).
  • Always preview your form before launching the campaign.