How to create a LinkedIn Lead Gen Form

It's a form attached to a LinkedIn ad. When someone clicks the ad's call-to-action button, the form opens already filled in with details from their LinkedIn profile, so they can send it without typing much. LinkedIn doesn't charge extra for the form, only for the ads.

• It works with Sponsored Content and message ads, on mobile and desktop.
• Lead gen forms on company Pages and Showcase Pages are no longer available. Forms now run through ads in Campaign Manager.

Sources: LinkedIn Help: Lead Gen Forms, checked 15 October 2026; LinkedIn Help: Create and download lead gen forms for your LinkedIn Page, checked 15 October 2026

You can build a form in advance to reuse, or while setting up a Lead generation ad set. In advance:

1. Go to your ad account in Campaign Manager.
2. Click Content & Assets in the left menu and select Lead generation forms.
3. Click Create form.
4. Form details: add the form name, language, and the headline and details people see when the form opens.
5. Lead details: choose the fields to collect and add any custom questions.
6. Data privacy: add your privacy policy URL. It's required for the form to be approved.
7. Confirmation: write a thank-you message, and add a landing page or booking link if you want one.
8. Settings: add hidden fields for tracking, or rename fields to match your CRM.
9. Click Create.

• Pick the form when you set up the ads in a Lead generation ad set. The form may need to be set to Active before it can be reviewed.

Sources: LinkedIn Help: Create Lead Gen Forms in Campaign Manager, checked 15 October 2026; LinkedIn Help: Marketing objectives available for your ad campaigns, checked 15 October 2026

Shorter forms are easier to finish. LinkedIn's limits:

• Up to 12 fields, from Contact, Work, Company, Education and Demographic. First name, last name and email are ticked by default and count toward the 12.
• Up to three custom questions, multiple choice or single-line text. They count toward the 12 and people must answer them.
• Validate work email blocks common free email domains in the work email field. LinkedIn notes it may lower how many people submit.
• Up to five disclosure checkboxes for specific consent, each up to 500 characters. They don't count toward the 12.
• Fields are filled from the member's profile, except gender. People can edit email, phone, gender and anything missing from their profile.

Sources: LinkedIn Help: Lead Gen Form fields, checked 15 October 2026; LinkedIn Help: Lead Gen Forms Privacy Policy, checked 15 October 2026

Test before you launch, especially if leads sync to a CRM:

1. In Campaign Manager, click Content & Assets, then Lead generation forms.
2. Click the More icon next to the form and choose Send Test Lead.
3. Fill in first name, last name and email, then click Send.

• In the downloaded file, the Test Lead column shows TRUE for test leads and FALSE for real ones.
• A new test lead overwrites the previous one.
• You need Page admin (super, content or analyst) or Lead Gen Forms manager access on the linked Page to download test leads.

Source: LinkedIn Help: Send a test lead in Campaign Manager, checked 15 October 2026

To download by form:

1. In Campaign Manager, click Content & Assets, then Lead generation forms.
2. Tick one or more forms.
3. Choose a start and end date from the time range dropdown.
4. Click Download leads, then Download. Each form downloads as its own CSV file.

• To download by ad set instead: click Advertise, open the Ad Sets tab, tick the ad set, click Export and choose Leads as the report type.
• You need viewer access or higher on the ad account and Lead Gen Forms manager or higher on the Page.
• To follow up automatically, LinkedIn can sync leads to marketing automation tools, CRMs and CDPs.

Sources: LinkedIn Help: View and download leads, metrics, and analytics for Lead Gen Form ad sets, checked 15 October 2026; LinkedIn Help: Lead Gen Forms, checked 15 October 2026

Common problems:

Sources: LinkedIn Help: Create and download lead gen forms for your LinkedIn Page, checked 15 October 2026; LinkedIn Help: Lead Gen Forms Privacy Policy, checked 15 October 2026; LinkedIn Help: Send a test lead in Campaign Manager, checked 15 October 2026; LinkedIn Help: View and download leads, metrics, and analytics for Lead Gen Form ad sets, checked 15 October 2026

Zolyp, which publishes this guide, is our own product, so weigh this section with that in mind. Lead Gen Forms run on paid ads, which Zolyp doesn't manage. Zolyp writes and schedules the organic company Page posts that keep your business familiar to the people you later advertise to, and shows their comments and analytics. LinkedIn is one of the 9 platforms it publishes to (Instagram, Facebook, LinkedIn, Google Business, X, TikTok, YouTube, Pinterest, and Threads), and you approve the week before anything goes live. Plans that create the posts start at $29 a month, with a 3-day free trial.