Create LinkedIn Lead Gen Forms

LinkedIn Lead Gen Forms let prospects submit their info directly inside the LinkedIn feed without leaving to a landing page. This reduces friction and typically converts 2-5x higher than landing-page-based campaigns. Critical for Problem-Aware audiences who are not yet motivated enough to visit an external page.

Prerequisites

LinkedIn Campaign Manager account with Marketing API access
A campaign with LEAD_GENERATION objective already created (see linkedin-ads-campaign-setup)
Privacy policy URL for form compliance

Steps

Create a Lead Gen Form via API. Use the LinkedIn Marketing API:

POST /v2/leadGenForms
{
  "account": "urn:li:sponsoredAccount:<id>",
  "name": "Problem-Aware Lead Capture - Engineering Leaders",
  "headline": "Get the guide: 5 signs your deployment process is broken",
  "description": "See how teams like yours fixed their deploy pipeline.",
  "privacyPolicyUrl": "https://yoursite.com/privacy",
  "thankYouMessage": {
    "message": "Check your inbox for the guide.",
    "landingPageUrl": "https://yoursite.com/thank-you"
  },
  "questions": [
    {"predefinedField": "FIRST_NAME"},
    {"predefinedField": "LAST_NAME"},
    {"predefinedField": "EMAIL"},
    {"predefinedField": "JOB_TITLE"},
    {"predefinedField": "COMPANY_NAME"},
    {"predefinedField": "COMPANY_SIZE"}
  ]
}

Use predefined fields (auto-filled from LinkedIn profile) for maximum conversion. Only add custom questions if absolutely essential for qualification.

Attach the form to a campaign. Link the form to your Sponsored Content campaign via the ad creative:

POST /v2/adCreatives
{
  "campaign": "urn:li:sponsoredCampaign:<id>",
  "type": "SPONSORED_STATUS_UPDATE",
  "reference": "urn:li:ugcPost:<post-id>",
  "callToAction": {
    "action": "DOWNLOAD",
    "leadGenFormUrn": "urn:li:leadGenForm:<form-id>"
  }
}

Retrieve lead submissions via API. Poll for new submissions or set up a webhook:
```
GET /v2/leadGenFormResponses?q=owner&owner=urn:li:sponsoredAccount:<id>&leadGenForm=urn:li:leadGenForm:<form-id>
```
Returns: submittedAt, form answers, and the person's LinkedIn profile URN.
Automate lead routing. Build an n8n workflow that polls the LinkedIn Lead Gen API every 15 minutes, extracts new submissions, creates contacts in Attio, and triggers a Loops welcome email within 5 minutes of submission. Fast response time matters: leads contacted within 5 minutes are 9x more likely to convert.
A/B test form variants. Create 2-3 forms with different headlines and question sets. Attach each to separate ads within the same campaign. Compare: submission rate, lead quality (do shorter forms produce worse leads?), and downstream conversion to meeting.
Monitor form performance via API. Pull form-level analytics:
```
GET /v2/adAnalytics?q=statistics&pivots=LEAD_TYPE&campaigns=urn:li:sponsoredCampaign:<id>
```
Key metrics: form open rate, form completion rate, cost per lead. If open rate is high but completion rate is low, reduce the number of questions.

Error Handling

403 Forbidden: Your API token lacks rw_ads scope. Re-authenticate with the correct permissions.
Empty responses: Leads may take 1-2 hours to appear in the API after submission. Do not assume zero leads until 2+ hours have passed.
Duplicate leads: Check email against existing Attio contacts before creating. Use the attio-contacts fundamental for deduplication logic.

Create LinkedIn Lead Gen Forms

Instructions

Create LinkedIn Lead Gen Forms

Prerequisites

Steps

Error Handling