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.
Available ad formats, bidding strategies, and optimization goals
We surface only those ad formats, bidding strategies, and optimization goals that support your lead generation objective. If you don’t have a Conversions API integration set up, leads are selected as your optimization goal by default.
The ad formats, bidding strategies, and optimization goals available vary depending on whether you choose to create an Accelerate or Classic ad set.
| Ad set type | Accelerate | Classic |
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| Optimization goals |
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Here's a tip
Newsletter articles aren’t currently available for lead generation ad sets. If you change the optimization goal for a Classic ad set, you can only select manual bidding as a bidding strategy.
Qualified leads optimization goal
If you have a Conversions API integration already set up, your lead generation ad set automatically selects qualified leads as the recommended optimization goal. Subject to members' preferences, the qualified lead optimization goal helps to provide you with high-quality leads using qualified lead data shared from your LinkedIn Conversions API, through direct build or a third-party partner, or by manually uploading information.
When you create an ad set with qualified leads as the optimization goal, the only bidding strategy available is maximum delivery. The ad formats available for qualified leads ad sets vary depending on whether you choose to create an Accelerate or Classic ad set.
| Ad set type | Accelerate | Classic |
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| Bidding strategies |
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| Optimization goals |
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Reporting metrics
Capturing leads is the key result of the lead generation ad objective. You can view a wide variety of reporting metrics from the Campaign Manager reporting dashboard, including:
- Performance
- Delivery
- Engagement
- Conversions
- Sponsored Messaging
- Video
- Bid and Budget
You can also view professional demographic data about members who are interacting with your ads.
Qualified lead optimization goal reporting metrics
When you choose qualified leads as your optimization goal, we recommend using Lead Funnel to monitor your qualified lead performance. You’ll have access to two additional metrics:
- Qualified leads – Shows the number of qualified leads attributed to the ad set.
- Cost per qualified lead – Shows the ad set spend divided by the number of qualified leads.
Here's a tip
Conversion reporting for the qualified leads optimization goal is only limited to the qualified leads conversion type. Other conversion types will not be associated with these ad sets. We’re gradually releasing the qualified lead optimization goal, and we’re constantly iterating to optimize the experience. As a result, some functionality might change over time.
Learn more