If you’re running ads on LinkedIn to get leads for your business, you might be wondering whether to use LinkedIn Lead Gen Forms or send people to a landinag page form. Both options can help you collect contact details from potential customers, but they work in different ways.
In this blog, I will explain what each one is, when to use them, their pros and cons and which one often works best especially for B2B companies.
What Are LinkedIn Lead Gen Forms and Landing Page Forms?
LinkedIn Lead Gen Forms are forms that show up directly inside the LinkedIn platform. When someone clicks on your ad, the form pops up right away without sending them to your website. Their information, like name and job title is already filled in using their LinkedIn profile, making it very quick and easy for them to submit.
Landing Page Forms, on the other hand, are forms on your own website or a special page made just for collecting leads. When someone clicks on your ad, they are taken to this page where they can fill in their details manually.
When to Use LinkedIn Lead Gen Forms or Landing Page Forms in the B2B Funnel
LinkedIn Lead Gen Forms are great to use at the top or middle of the B2B funnel. This is when you want to capture interest, build awareness, or collect leads who might want to download a guide, sign up for a webinar, or get more information. These forms work well when you need quick submissions without sending people away from LinkedIn.
Landing Page Forms are better to use at the bottom of the funnel. This is when the lead is more serious and closer to making a decision, like booking a demo or speaking to sales. Sending someone to a landing page gives them more information and a stronger call to action, which works better when the lead is ready to take the next step.
Pros and Cons of LinkedIn Lead Gen Forms
One of the biggest pros of LinkedIn Lead Gen Forms is that they are very easy for the user to fill out. Since their information is already in LinkedIn, it only takes one or two clicks to submit the form. This usually leads to higher conversion rates and lower cost per lead. You can also keep people inside LinkedIn, which can feel more seamless.
However, a con of Lead Gen Forms is that the leads may be less engaged. Because it’s so easy to fill out, people might submit the form without really thinking. Also, you can’t fully control the design or messaging like you can on your own website.
Pros and Cons of Landing Page Forms
A big pro of using a landing page form is that you have full control over how the page looks and what message it gives. You can include more details, testimonials, videos and anything else that helps your lead feel confident. Leads from landing pages may also be more committed because they took the time to read and act.
On the downside, landing pages can sometimes have a lower conversion rate. People might click the ad but leave the page before filling out the form. This could be due to slow loading times, too many fields, or distractions on the page.
Which One Is Best?
From experience, LinkedIn Lead Gen Forms are often the best option, especially when you want volume and efficiency. They are great for the early stages of the B2B funnel, like collecting leads for a guide, whitepaper, or webinar. The ease of use makes them a smart choice when you want results. Landing pages are still very useful, especially when you need to give more context or if your goal is to qualify leads more deeply. But if you are starting out or looking for better cost per lead, LinkedIn Lead Gen Forms are usually the better option.
