Choosing Lead generation as your ad set objective allows you to attach an existing custom Lead Gen Form to your ad creative or create a new one. When a member clicks on your ad’s call-to-action (CTA), a native digital form will open.
Learn how to create Lead generation ad sets in the following ad formats:
Create Lead Gen Forms to capture high-quality leads directly on LinkedIn. You can build forms from your Assets page for reuse across ad sets, or set them up while creating an ad set with the lead generation objective.
To create a Lead Gen Form:
Go to your ad account in Campaign Manager.
Click Assets on the left menu and select Lead generation forms.
Click the Create form button at the top.
Single image ads appear directly in the LinkedIn feed and on the LinkedIn Audience Network. You can create a new single image ad directly in Campaign Manager.
To create a single image ad, you must have super admin, content admin, or Sponsored Content poster access on your ad account's Page and creative manager access or higher on your ad account to create a single image ad.
Lead Gen Forms simplify the process of capturing high-quality leads by automatically populating contact and profile information when a member clicks the call-to-action button on your ad. There is no additional cost for LinkedIn Lead Gen Forms outside of the costs for the associated ad sets.
The following table summarizes the different features of Lead Gen Forms:
With message ads, you can engage your prospects through native ads displayed through LinkedIn Messaging.
Message ads include a custom greeting, call-to-action (CTA) button, body text, and the ability to add a link in the message body. You can also add a custom footer to disclose legal terms, promotion rules, contact information, and more. If you selected lead generation as your ad set objective, you’ll also need to attach a Lead Gen Form.
Get qualified leads through the lead generation advertising objective. With this objective, members who click on your ad are shown a Lead Gen Form that is pre-filled with their LinkedIn profile data. This objective is at the bottom of the marketing funnel, which encourages valuable actions that you define.
When you create a lead generation ad set, you can choose to create an Accelerate or Classic ad set. Accelerate is LinkedIn’s AI-powered ad set type, which aims to improve your return on ad spend by continuously finding the right combination of targeting, creative, bidding, and placement for your ad set.