How to create a LinkedIn lead form in Ad Manager

LinkedIn Lead Forms allow you to capture user details directly within LinkedIn ads, without requiring them to leave the platform. Ad Manager makes it simple to create, preview and map these forms to your CRM.

This guide explains each step of the Lead Form creation process.

TABLE OF CONTENTS

• Step 1: Open the Lead Form Builder
• Step 2: Add Basic Details
• Step 3: Greeting Section
• Step 4: Language
• Step 5: Questions
• Step 6: Form Fields Mapping
• Step 7: Data Privacy
• Step 8: Confirmation Page
• Step 9: Preview & Save
• Best Practices

Step 1: Open the Lead Form Builder

1. When creating a LinkedIn campaign in Ad Manager, select Lead Generation as your objective.

2. At the Ad Level, you’ll see the option to Select a Lead Form.

3. Click Create New to open the Lead Form Builder.

Step 2: Add Basic Details

• Form Name (required)

  • Auto-generated with a timestamp (e.g., LinkedIn Form 29 Sep 25, 05:02 PM).

  • You can edit to something more descriptive (e.g., Q4 Webinar Signups).

  • Max length: 256 characters.

Step 3: Greeting Section

This section controls the form’s first impression.

• Headline (required)

  • Up to 60 characters.

  • Appears prominently at the top of the form.

  • Example: “Hi there, good to see you here!”

• Details (optional)

  • Up to 160 characters.

  • A short introductory paragraph to explain your offer.

  • Example: “Sign up to download our free eBook and receive weekly insights.”

Step 4: Language

• Choose the form’s display language.

• This ensures localized experience for your audience.

Step 5: Questions

This defines what information you’ll collect.

• Prefilled Fields (up to 12)

  • Standard LinkedIn profile fields: First Name, Last Name, Email, Job Title, Company Name, etc.

  • Auto-filled by LinkedIn for faster user completion.

• Custom Questions (up to 3)

  • Choose Short Answer or Multiple Choice.

  • Example: “What’s your budget range?” with MCQ options.

• Hidden Fields (up to 20)

  • Not visible to users, but sent with submission.

  • Useful for tracking (e.g., campaign ID, UTM tags).

Step 6: Form Fields Mapping

• Map each LinkedIn field (pre-filled, custom, hidden) to your HighLevel CRM contact fields.

• Ensures seamless syncing of captured leads into workflows, automations or pipelines.

Step 7: Data Privacy

• Privacy Policy URL (required)

  • Must link to your company’s privacy page.

  • Appears as a clickable label in the form.

• Privacy Text (optional)

  • Additional disclaimer text.

• Consent Checkboxes (up to 5)

  • For compliance with GDPR/CCPA or marketing opt-ins.

  • Example: “I agree to receive marketing emails.”

Step 8: Confirmation Page

After a user submits the form, they see a thank-you screen.

• Headline - Short message (max 60 characters).

  • Example: “Thanks for signing up!”

• Description : Longer confirmation note (max 300 characters).

  • Example: “We’ve received your request. Check your inbox for next steps.”

• CTA Options

  • Visit Website - Direct users to your site.

  • Download File - Share a resource immediately.

  • Call Business - Provide a click-to-call option.

  • Each CTA requires link input and button text.

Step 9: Preview & Save

• A live preview panel on the right shows how your form will look on LinkedIn (desktop and mobile).

• Check that:

  • Headline & intro text look concise.

  • Fields are clear and mapped correctly.

  • Privacy details are included.

• Click Create Form to save.

Best Practices

• Keep forms short, fewer fields improve completion rates.

• Always include a compelling headline + description that communicates value.

• Add at least one consent checkbox for compliance and transparency.

• Use hidden fields for advanced tracking (e.g., source = LinkedIn).

• Test your form by previewing before launch.