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LinkedIn Lead Gen Forms

Native pre-filled lead generation forms with a typically 50% lower cost per lead.

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What are LinkedIn Lead Gen Forms?

LinkedIn Lead gen ads appear in your feed or inbox on the LinkedIn app and website. The LinkedIn lead gen form can be added to a sponsored inmail or feed advert.

These lead forms are visible after a user clicks on the ad, allowing them to populate the form with your desired questions.

LinkedIn possesses an audience of over 750M+ users, available for an advertiser to reach through a range of demographics, interests and custom audiences.

In most cases, you can expect a 50% reduction in Cost Per Lead with LinkedIn Lead Gen forms compared to other lead gen techniques.

How do LinkedIn Lead Gen forms work?

Similar to Facebook Lead Ads, LinkedIn Lead Gen Forms make it incredibly quick and easy to fill out the form. Not only does the form load instantly, because it is part of LinkedIn, but the fields are pre-populated with applicable data from profiles e.g an email address or job title. 

1. A user is browsing their LinkedIn feed or inbox

2. The user finds and clicks on your advert which opens up the form

3. The user fills the lead form with relevant information

4. The user completes the lead form before receiving a thank you message, with a prompt to visit your website while they wait for a response

5. The lead data is stored in the LinkedIn platform and can be sent to your CRM using Driftrock’s Lead Sync feature

Why use LinkedIn Lead Gen Forms?

As an official launch partner of LinkedIn Lead Gen Forms, we’ve had the chance to work with lots of clients across different industries and the results show pretty consistently a 50%+ saving on cost per lead and higher quality leads. 

What they are great for:

  • Newsletter subscription. 
  • Signing up for alerts or more info. 
  • Downloading PDFs. 
  • Signing up for demos. 
  • Product info.

Some examples

  • “Book a test drive for the new car”
  • “Download the prospectus for the digital marketing course”
  • “Book a demo with our team”

What they might not be suitable for (yet)

LinkedIn Lead Gen Forms are a native form capture feature, and so aren’t suitable if the customer registers on a website to create an account, or for things like credit card applications which require highly complex questions and validation. 

The differences between Lead Ads and landing pages

With the forms being so easy to fill out, the cost per lead is much lower. However, there are some important things to consider. They can completely replace a website landing page, but in some cases, you might want to use them as an add-on for some campaign objectives instead. 

  1. With LinkedIn Lead Ads, you have to get the important points across quickly in the ad, as you don’t have a long landing page to use here. Make sure you use all the features available to educate the customer in the form and ad creative. 
  2. Someone who visits your page is probably already looking for something specific. Someone who clicks a LinkedIn Ad was probably just reading their news feed or InMail messages. With this in mind, make sure your follow up communications reflect this e.g an email auto-responder or the way your sales teams approach these leads. 
  3. LinkedIn Lead Gen Forms are extremely easy to set up compared to a landing page. This makes them perfect for quick tests and experiments. Perhaps you are launching a new product, and you want to test different audiences and messages. 

How to create LinkedIn Lead Gen Ads and LinkedIn Lead Gen Forms?

  • Login to your LinkedIn Campaign Manager account (or create your account here)
  • Click on your desired company account
  • Create a new campaign group and campaign or select an existing campaign
  • Ensure your campaign has the objective set as ‘Lead Generation’
  • Set your Target Audience. You can target people by Company, Demographics, Education, Job Experience and interest and traits. Additionally, you can see the forecasted results and the segment breakdown. Using the segment breakdown you can get demographic information related to your audience such as Function, Seniority, Years of Experience, Interests, etc.
  • Next, select the format for your ad. You can choose a feed ad such as an image, video, carousel or inmail ad which includes message and conversation ad. 
  • Set up your budget and schedule. Click next to create your ad. 
  • After creating your ad, you can select an existing form or create a new LinkedIn lead gen form for your ad. 
  • Review and launch your campaign!

How to sync LinkedIn Lead Gen form leads with your CRM

You can manually download a CSV of your leads from the LinkedIn campaign manager (leads are stored for 30 days), but that means manual work and not responding quick enough (at best, you’d be responding daily!)

Alternative? Use an automated real time LinkedIn lead ads sync like Driftrock. You can send these leads to multiple destinations such as your CRM system, email system or other customer databases. 

We process millions of leads for companies like BMW, Drover and Eagle Eye, so you know your leads will arrive safely and securely. 

How to set up a LinkedIn lead ad sync with Driftrock 

  1. Sign up to Driftrock and click on the LinkedIn Lead Gen Forms set up button from the lead capture library. 
  2. Connect the LinkedIn Page that you are running Lead Ads from, and grant Lead Ads sync permissions. Select your LinkedIn lead gen form and give your capture a name.
  3. Map your data in Driftrock and send it to your destinations.  
  4. Review and Start syncing! 

Best Practices for LinkedIn Lead Gen forms

  • We tend to see a 25% lower cost per lead when using sponsored inmail lead adverts in comparison to feed adverts. Don’t be scared to experiment with different formats and see what works best for you!
  • Offer a clear value exchange in the form to improve conversion quality and quantity. You can customize the headline and offer details. 
  • Make sure the advert and lead form are synchronized to create a strong user journey.
  • Follow up as soon as possible. You can see as much as a 9X increase in conversion rate if you respond within 5 minutes.
  • Use a hook or a question in LinkedIn feed ads to engage the audience.
  • In conversation and message ads, keep the content short and crisp. Try different phrases and techniques such as Introducing yourself, making them feel special or exclusive, etc. Send the message using a credible person instead of a business account. 
  • Use LinkedIn macros for ad personalisation. According to LinkedIn, a case study showed that using a “company name” in a Sponsored Message campaign increased CTR by 21%, while another case study showed using the “Job Title” macro boosted open rates by 48%.
  •  Upload a banner image to your ads. It is optional. However, if you don’t upload your image another brand's image can appear there. 
  • Retarget and communicate with people according to where they are in the funnel. Nurture audiences using LinkedIn Matched Audiences sync with Driftrock.

How much do LinkedIn Lead Gen Forms cost?

The cost per lead is variable based on a number of factors including target audience (e.g industry, seniority, location). Here are some insights to help you plan: 

  • You can expect a 50% lower cost per lead than from the same LinkedIn campaign going to a website landing page. 
  • Your industry, the audience you target, the product you offer and the content will have a big effect on the cost per lead. Try starting with the thing you care about e.g a demo or enquiry, and working up the funnel to things like guides and newsletters. 
  • The stage in the funnel will have a big effect, for example, “Download a guide” will have a lower CPL than a lower-funnel lead like “Book a demo”. 
  • Each country you target will have a different cost per lead. For example, Italy's costs are generally 60% of what you see in the UK. 

We’d recommend starting with a fair monthly budget and optimising on a weekly basis depending on what is working.

Here are some average costs per lead we’ve seen across a variety of industries:

Automotive test drive lead £40 - £100

Automotive keep me informed lead £10 - £30

B2B £30 - £45

Retail £15 - £35

Let us know if you still have questions on anything LinkedIn Lead Gen Forms? 

If you have any tips and tricks of your own for LinkedIn Lead Gen Forms, we’d love to hear from you too! 

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