LinkedIn lead generation campaign setup

From ad to sales conversation

1. 01

   Offer

   A guide, webinar or consultation.

   Output: Reason to respond

2. 02

   Audience

   Roles and companies like your clients.

   Output: Target audience

3. 03

   Form

   Fields and a qualifying question.

   Output: Lead Gen Form

4. 04

   Routing

   Straight to CRM and sales.

   Output: Lead in your system

5. 05

   Follow-up

   Deliver the offer, then talk.

   Output: Conversation

An offer worth the details

Professionals share their work details more willingly in exchange for something useful: a practical guide, an industry checklist, a recorded briefing, a webinar or a clearly scoped consultation. The offer should relate directly to the problem your service solves, so the people who respond are the people you can help.

Designing the form

Lead Gen Forms are completed without leaving LinkedIn, which makes responding quick. Keep the fields to what your sales team actually uses: name, work email, company, job title and perhaps one qualifying question about timing or size. Each extra field lowers responses but can raise quality. Agree the balance with the people who will follow up.

Choosing form fields

Routing leads

Connect the form to your CRM or a notification so leads reach the right person quickly, and deliver the promised guide or invitation automatically. Leads waiting days in a download lose interest. Test the connection with a sample submission before launch.

Example: a cybersecurity consultancy

Lead gen setup checks

Privacy and consent

Tell people who is collecting their details and how they will be used, with a link to your privacy information. Sending the requested guide is expected. Further marketing needs a lawful basis; ICO guidance on electronic mail marketing sets rules that differ for individual and corporate subscribers, so check which apply and include a separate opt-in where needed.

Follow-up

Deliver the offer straight away, then follow with a relevant, low-pressure next step. Record outcomes in the CRM so campaigns can be judged on meetings and clients.

Building the audience

Start from your recent clients: job titles of the people who first made contact and those who signed off, the industries and the company sizes. LinkedIn's targeting includes Job Title, Company Industry and Job Seniority, among others. Combine a few of these rather than many, check the audience is large enough to deliver, and review who actually responds after the first weeks.

The ad itself

The ad should name the problem the offer solves and who it is for, so the right people recognise themselves and others scroll past. Show the offer itself, such as the cover of a guide or the webinar topic and date. Avoid vague brand messages; professionals respond to specifics.

Judging lead quality

Record which leads become meetings, proposals and clients. If many leads come from the wrong roles or company sizes, tighten the audience or add a qualifying question. Cost per lead matters less than cost per qualified meeting.