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.
Lead Gen Form features
The following table summarizes the different features of Lead Gen Forms:
| Feature | Description |
| Dynamic prefill | Automatically fills forms with member profile information matched to ad set targeting. |
| Custom images and hyperlinks | Upload, select, or generate a custom image for your Lead Gen Form. |
| Test leads | Send test leads to validate integrations and troubleshoot before launching ad sets. |
| Hidden fields for tracking | Add hidden fields to your Lead Gen Forms to track static or dynamic ad set parameters (for example, UTM source, ad set ID, or sales rep owner). These fields sync with your CRM or marketing automation platform for richer reporting and attribution. |
| Custom questions and field selection | Up to three custom questions and 12 selectable fields which support multiple choice and single-line text. |
| Lead syncing and CRM Integration | Sync lead data directly to marketing automation platforms, CRMs, or CDPs for automated workflows. |
| Audience retargeting | Build matched audiences to retarget members who engaged with your Lead Gen Forms in future ad sets. |
| Lead download and analytics | Download leads as CSV. View and analyze metrics in Campaign Manager or Page Analytics. |
| Thank You page and custom call-to-action | Direct users to a custom thank-you page with selectable call-to-action buttons after submission. |
| Permissions and form management | Create, archive, and manage forms from the Assets page and set permissions for editing and reuse. |
| Mobile and desktop compatibility | Works seamlessly across mobile and desktop for Sponsored Content and messaging ad sets. |
| Privacy and data management | Members can delete submitted data. Advertisers must also provide a valid privacy policy URL and custom text. |