How to run a LinkedIn lead gen campaign (B2B)
LinkedIn ads are expensive but unmatched for B2B. Set up a Lead Gen Form campaign that converts 12-20% without sending traffic off LinkedIn.
- A LinkedIn Page (not just a personal profile)
- A LinkedIn Campaign Manager account
- $1,000+ test budget — LinkedIn is not cheap
Step by step
- 01
Pick the objective
Campaign Manager → Create campaign → Lead generation. This unlocks Lead Gen Forms — the highest-converting LinkedIn ad format.
- 02
Define your audience
Job title + seniority + company size beats everything else. Don't add interest or skills targeting — it shrinks the audience too much. Aim for 50K-300K audience size.
- 03
Set the budget and bidding
Start with $50/day minimum. Manual CPC bidding — start at LinkedIn's low-end suggested bid and raise only if you're under-pacing.
- 04
Pick the ad format
Single image or Document ad (a PDF preview inside the feed). Document ads are 2026's highest-engagement format.
- 05
Build the Lead Gen Form
Create new form → ask only 3-4 fields (Name, Email, Company, Job Title). LinkedIn pre-fills them — adding more fields drops conversion 30% per field.
- 06
Write the creative
Headline = the offer (download, webinar, audit). Description = the outcome they get. CTA button = 'Download' or 'Register'.
- 07
Launch + sync to your CRM
Forms → Lead Gen Forms → integrate with HubSpot, Salesforce, or Zapier. Don't manually export — leads cool fast.
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