B2B Lead Generation Using linkedIn Advertising

Published: August 21, 2023


Lead Generation on LinkedIn Advertising Platform

LinkedIn is a powerful and widely used social media platform for professionals and businesses. It serves as a hub for networking, job opportunities, and content creation/distribution. However, it is also a valuable tool for B2B companies looking to connect with potential customers and generate leads. In this article, we will explore how LinkedIn can be used for lead generation and why 89% of marketers use Linkedin for B2B marketing*.

*source: Linkedin lead generation playbook

Introduction to LinkedIn Marketing

The world’s largest professional network

LinkedIn is not only a platform for individual users, but it is also an essential tool for companies looking to establish a professional and credible online presence. LinkedIn offers a suite of marketing tools to companies interested in promoting their products and services, including sponsored content, sponsored InMail and sponsored lead generation forms. In addition, LinkedIn allows companies to track and measure the performance of their advertising campaigns through the use of analytics. To get even more out of your analytics, you can use the LinkedIn marketing API to extract and use additional data for your campaign strategy.

What is LinkedIn Lead Generation?

LinkedIn lead generation is a process that involves using the LinkedIn advertising platform to generate leads for your business. By creating and running LinkedIn ads, companies can capture information from potential clients. This information can be used to prospect potential clients using various mediums both on and offline.

Lead generation is typically done using LinkedIn lead gen forms as they have a significantly higher conversion rate compared to traditional onsite lead generation (13% conversion rate according to LinkedIn). Lead gen forms are pre-filled forms that appear on LinkedIn ads, which users can submit with one click, making it easier for companies to collect high-quality leads quickly. Once a lead has submitted their information, you can use it to create customized and personalized marketing campaigns that will help you nurture them through the sales funnel.

Why Use LinkedIn for Marketing?

LinkedIn offers various targeting options that allow companies to reach the right people and businesses. Unlike other social media platforms, LinkedIn’s primary focus is on professional development and career advancement. This means that LinkedIn users are more receptive to content and messages related to their professional lives, making it an effective platform for B2B lead generation.

In addition, LinkedIn has over 350 million active users, this makes it a massive pool of potential leads that companies can tap into. With LinkedIn’s targeting options, companies can narrow their target audience based on factors such as industry, job title, company, and location, giving them the ability to focus on the leads that are most likely to convert.

Targeting and Audience Options

To maximize your LinkedIn lead generation efforts, it is essential to have a clear understanding of the platform’s targeting and audience options. LinkedIn offers various targeting options, including:

  • Job title & function
  • Industry
  • Company size
  • Company name
  • Job seniority
  • Skills
  • Groups
  • Interests
  • Location

By using these targeting options, companies can narrow down their target audience to the most relevant leads for their business. This ensures that the advertisements reach people who are more likely to convert into paying customers. You can read our full LinkedIn targeting guide here.

Another valuable LinkedIn targeting feature is Matched Audiences, which allows companies to upload lists of their own contacts or LinkedIn companies and target them with customized advertising campaigns. This feature can help companies reach people who have already interacted with their business, increasing the chances of converting them into customers. This account based marketing approach (ABM) can be very successful at moving leads through your sales cycle, particularly if you have a longer sales cycle.

What Are Lead Forms and Lead Form Ad Specs?

LinkedIn’s lead gen forms are an essential aspect of the platform’s lead generation capabilities. These forms are pre-filled and appear on LinkedIn ads, allowing potential clients to submit their information with a single click. This makes it easier and more convenient for clients to express interest in your business and its products or services. These typically have significantly higher conversion rates compared to onsite forms.

LinkedIn lead gen forms come with several specifications that companies should be aware of when creating their advertising campaigns. These ad specs include:

  • Offer Headline: 60 characters
  • Offer Detail (optional): 160 characters
  • Privacy Policy: 2000 characters
  • Call-to-Action: 20 characters
  • Confirmation Message: 300 characters

It is important to ensure that your lead form ad’s headline, image, and introductory text are compelling and attention-grabbing. You should also ensure that you only ask for information that is relevant to your business in order to maximise submissions. Typical fields would be:

  • First Name
  • Work Email
  • Company
  • Job Title


LinkedIn is an excellent platform for B2B lead generation, with several advertising options that companies can use to connect with potential clients. Their accurate first party data is unmatched, and they are the primary social network for professional development. Whether you are looking to promote your brand or generate leads for your business, LinkedIn offers a suite of marketing tools that can help you achieve these goals. By taking advantage of its targeting and audience options and using its lead gen forms effectively, you can generate high-quality leads that can result in more business and increased revenue.

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