LinkedIn Lead Forms provide an effective way to capture high-quality leads directly within the platform, offering a smooth, uninterrupted experience for users. With Ad Manager, you can easily create, preview, and map these forms to your CRM, ensuring that every lead flows seamlessly into your automations and pipelines. In this guide, we walk 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 will 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 first enter a form name. A default name is automatically generated with a timestamp (for example, “LinkedIn Form 29 Sep 25, 05:02 PM”), but you can update it to something more descriptive.

Greeting Section #

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 localized and relevant experience for your audience.

Questions #

After selecting a language, add the questions that 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 are not 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 appears 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 are 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, 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 for 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 streamlined way to convert engaged professionals into qualified leads. By aligning the form fields with your CRM and following best practices, you ensure 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 (such as source = LinkedIn).
• Always preview your form before launching the campaign.

Frequently Asked Questions #

How do I open the LinkedIn Lead Form Builder? #

Choose Lead Generation as your campaign objective, then at the Ad Level click Create New under Select a Lead Form to open the builder.

How many fields can a LinkedIn Lead Form include? #

You can include up to 12 prefilled fields based on LinkedIn profile data, plus custom short-answer or multiple-choice questions and hidden fields for tracking.

What are prefilled and hidden fields? #

Prefilled fields are auto-filled by LinkedIn for faster completion (such as Name or Email), while hidden fields are not shown to users but submitted automatically for tracking, like Campaign ID or UTM parameters.

How does the form connect to my CRM? #

In the Form Fields Mapping step, map each prefilled, custom, or hidden field to your corresponding CRM contact fields so every submission syncs accurately.

What CTA options are available on the confirmation page? #

You can choose Visit Website, Download File, or Call Business, and each CTA requires both a link and button text.

Can I preview the form before publishing? #

Yes. Use the live preview panel to check desktop and mobile appearance, verify field mapping and privacy details, then click Create Form to save.