Get qualified leads through the lead generation advertising objective. With this objective, members who click on your ad are shown 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.
Lead generation ad objective
Last updated: 2 months agoAvailable ad formats, bidding strategies, and optimization goals
We surface only those ad formats, bidding strategies, and optimization goals that support your lead generation objective. If you don’t have a Conversions API integration set up, leads are selected as your optimization goal by default.
The ad formats, bidding strategies, and optimization goals available vary depending on the setting. Learn more about the available options in the following table:
| Setting | Available options |
|---|---|
| Ad formats |
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| Bidding strategies |
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| Optimization goals |
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Important to know
- Newsletter articles aren’t currently available for lead generation ad sets. If you change the optimization goal for an ad set, you can only select manual bidding as a bidding strategy.
- When you create a lead generation campaign with a Sponsored Messaging ad format, the only optimization goal available is leads. Lead generation campaigns with Sponsored Content ad formats have alternate optimization goals available if needed.
Qualified leads optimization goal
If you have a Conversions API integration already set up, your lead generation ad set automatically selects qualified leads as the recommended optimization goal. Subject to members' preferences, the qualified lead optimization goal helps to provide you with high-quality leads using qualified lead data shared from your LinkedIn Conversions API, through direct build or a third-party partner, or by manually uploading information.
When you create an ad set with qualified leads as the optimization goal, the only bidding strategy available is maximum delivery. The ad formats available for qualified leads ad sets vary depending on the setting. Learn more about the available options in the following table:
| Setting | Available options |
|---|---|
| Ad formats |
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| Bidding strategies |
|
| Optimization goals |
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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.
Qualified lead optimization goal reporting metrics
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 ad set.
- Cost per qualified lead – Shows the ad set 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 ad sets. 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
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When you create an ad set, you’ll choose from settings to determine who your ad is displayed to, where your ad is displayed, how much your ad set spends, and when your ad set runs. Optionally, you can also add tracking such as conversion tracking or URL tracking parameters.
The first step when you select your ad set settings is to choose a marketing objective. An objective is the goal you’d like to achieve with your ad set. Ad sets are optimized for delivery to people most likely to take the action you want based on the objective you select. Each objective offers ad formats and bidding strategies that align with the goals of that objective.
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Lead generation campaigns and ad sets can be charged for clicks, impressions, or message sends, depending on the optimization goal, bidding strategy, and ad format selected.
Learn more about chargeable clicks for every ad format available in the lead generation objective.
Single image and carousel ads
The table provides information about chargeable and non-chargeable clicks for single image and carousel ads.
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Choose website conversions for your advertising objective to capture leads on your website and encourage valuable actions that you define. This objective is at the bottom of the marketing funnel.
Available ad formats, bidding strategies, and optimization goals
We surface only ad formats, bidding strategies, and optimization goals that support your website conversion objective. Website conversions are selected as your optimization goal by default.
The ad formats, bidding strategies, and optimization goals available vary depending on the setting. Learn more about the available options in the following table:
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Tell more people about your products, services, or organization by selecting the brand awareness objective for your ad sets. The ad formats, bidding strategies, and optimization goals available for brand awareness ad sets optimize towards the reach or impressions of your ads.
Available ad formats, bidding strategies, and optimization goals
We surface only ad formats, bidding strategies, and optimization goals that support telling more people about your products, services, or organization. Brand awareness ad sets automatically select reach or impressions as the optimization goal, depending on the ad format and bidding strategy selected.
The ad formats, bidding strategies, and optimization goals available vary depending on the setting. Learn more about the available options in the following table:
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When you create an advertising campaign in Campaign Manager, you can choose from bidding strategies that are aligned with your marketing objective. The bidding strategies available vary by the objective and ad format selected for your campaign or ad set.
Available bidding strategies include:
- Maximum delivery (automated)
- Cost cap
- Manual bidding
If you choose cost cap or manual bidding, you can review bid suggestions.