Dimi's LinkedIn field guide · exam 2 Oct
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Lead Gen Forms (LGF)

10 / 22 Day 5 ~6 min read
In one sentence

Forms pre-filled from the member's profile, opened inside LinkedIn. Fewer typed fields means more leads. Leads disappear from Campaign Manager after 90 days.

12max fields3custom questions90days leads are kept~2% vs ~40%demo form: feed vs inbox
Get the 2026 benchmark report FIRST NAME · pre-filledDimitrina WORK EMAIL · pre-filledd.pashova (at) company.de COMPANY · pre-filledCompany GmbH JOB TITLE · pre-filledHead of Finance CUSTOM QUESTION · typedTeam size? ▾ I agree to the privacy policy (required) Submit opens inside LinkedIn · no landing page
  1. Member taps the ad's call to action.
  2. The form opens inside LinkedIn, already filled from the profile — that is why it converts.
  3. Every field the member has to type costs completions (a phone field alone cuts them ~3×).
  4. Submit → the lead sits in Assets for 90 days or syncs straight to the CRM.
  5. Openers who did not submit are the cheapest warm audience in the account.

Native forms pre-filled from the member's profile, opened inside LinkedIn — no landing page needed. Available on single image, carousel, video, document, event, message and conversation ads.

12max fields (pre-filled profile fields + up to 3 custom questions/checkboxes)
90days leads stay downloadable in Assets
~2%demo-form completion in feed vs ~40% in a message ad (Kiin study)
×3drop in completions when a phone-number field is added
  • Fields: headline ≤ 60, details ≤ 160, privacy policy URL required, thank-you message + link, hidden fields (UTM, campaign name), "Book an appointment" (Calendly) step since Sep 2025.
  • Every typed field costs completions; keep to 3–4 pre-filled fields for TOFU content, more for demo requests to qualify.
  • Lead sync: native to Salesforce, HubSpot, Marketo, Dynamics, Zapier and others; leads must be pulled or synced within 90 days.
  • "Form opens" ≠ leads. Only the Leads column counts submissions. Lead form completion rate = leads ÷ opens.
  • GDPR: the privacy URL, custom consent checkbox for marketing opt-in (DACH clients will insist on double opt-in downstream).
  • Retarget openers who did not submit — cheapest warm audience in the account.
Remember
  • A privacy policy URL is mandatory on every form.
  • 'Form opens' is not leads; only the Leads column counts submissions.
  • Sync leads to the CRM (Salesforce, HubSpot, Marketo, Dynamics, Zapier) so nothing is lost at day 90.
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