Get qualified leads through the lead generation advertising objective. With this objective, members who click on your ad are sent to a Lead Gen Form that is pre-filled with their LinkedIn profile data. This objective is at the bottom of the marketing funnel, which encourages valuable actions that you define.
Ad formats
We surface only those ad formats that support your lead generation objective. Ad formats for your campaigns include:
- Single image ads
- Note: Campaigns using the lead generation objective and single image ad format support conversation assets for click-to-message ad campaigns.
- Carousel image ads
- Video ads
- Message ads
- Conversation ads
- Document ads
Ad formats for lead generation objective and qualified lead optimization goal
The ad formats that support the lead generation objective and qualified lead optimization goal are:
- Single image ads
- Carousel image ads
- Video ads
- Document ads
Bidding optimization goals and strategies
Lead generation campaigns automatically select leads as the optimization goal. You’ll be able to choose from the bidding strategies below:
- Maximum delivery (Automated)
- Cost cap
- Manual bidding (Enhanced)
You can also change the optimization goal to:
- Clicks
- Impressions
- Sends (Sponsored Messaging ad formats only)
If you change the optimization goal, only manual bidding is available.
Bidding optimization goals and strategies for lead generation objective and qualified lead optimization goal
If you have a Conversions API integration already set up, your lead generation campaign automatically selects qualified leads as the recommended optimization goal. The only bidding strategy available for qualified leads is maximum delivery.
You can change the optimization goal to:
- Leads
- Clicks
- Impressions
You’ll be able to choose from the bidding strategies below:
- Maximum delivery (the only bidding strategy available for the qualified lead optimization goal)
- Cost cap
- Manual bidding (Enhanced)
If you change the optimization goal to clicks or impressions, only manual bidding is available. To learn more about bidding strategies and optimization goals, review the Objective-based pricing for LinkedIn advertising article.
Reporting metrics
Capturing leads is the key result of the lead generation ad objective. You can view a wide variety of reporting metrics from the Campaign Manager reporting dashboard, including:
- Performance
- Delivery
- Engagement
- Conversions
- Sponsored Messaging
- Video
- Bid and Budget
You can also view professional demographic data about members who are interacting with your ads.
Reporting metrics for lead generation objective and qualified lead optimization goal
Capturing leads is the key result of the lead generation ad objective. You can view a wide variety of reporting metrics from the Campaign Manager reporting dashboard, including:
- Performance
- Delivery
- Engagement
- Conversions
- Sponsored Messaging
- Video
- Bid and Budget
- Lead Funnel
You can also view professional demographic data about member accounts that interact with your ads. When you choose qualified leads as your optimization goal, we recommend using Lead Funnel to monitor your qualified lead performance. You’ll have access to two additional metrics:
- Qualified leads – Shows the number of qualified leads attributed to the campaign.
- Cost per qualified lead – Shows the campaign spend divided by the number of qualified leads.
Here's a tip
Conversion reporting for the qualified leads optimization goal is only limited to the qualified leads conversion type. Other conversion types will not be associated with these campaigns. We’re gradually releasing the qualified lead optimization goal, and we’re constantly iterating to optimize the experience. As a result, some functionality might change over time.
Learn more