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LinkedIn B2B Lead Generation Best Practices - Firebrand
3\. Direct Outreach
LinkedIn is a powerful tool for personalized outreach — especially when combined with a strong content presence. Reaching out via InMail or connection requests works best when it’s tailored, relevant, and not overly salesy. Use tools like LinkedIn Sales Navigator to build and prioritize target lists. Sales Navigator can help both build prospect lists from scratch and identify the right contacts within companies on your existing target account list (TAL). By uploading your TAL, you can surface decision-makers and discover new stakeholders within priority accounts. This method is best for targeting high-value accounts and initiating sales conversations directly.
Examples: Manual or automated connection requests, follow-ups, and account-based outreach.
5 Tips for Generating Business Leads on LinkedIn with High-Impact Ads
So how do you turn LinkedIn’s potential into pipeline? It starts with aligning your approach to how B2B buyers actually engage on the platform. For our purposes, we will focus on LinkedIn advertising specifically, and best practices for how to generate B2B leads on LinkedIn via Campaign Manager. Here are five LinkedIn lead gen practices to get the best use of your budget and target audience.
1\. Use On-Platform Lead Gen Forms to Minimize Drop-Off
When the goal is lead capture, keep it on-platform. Because LinkedIn lead gen forms autofill with a user’s profile data, it reduces the steps required to convert. Studies have shown that the average native lead gen form conversion rate is 13%, much higher than the average landing page conversion rate of 4.02%. They consistently outperform traditional landing pages in both conversion rate and cost per lead.
For example, when running a lead gen campaign leveraging a gated asset / lead magnet, set up your campaign objectives to _“Lead Generation”_ instead of _“Website Conversions_”. This will allow you to leverage lead gen forms on your ad formats, and keep users on-platform when engaging with ads.
Best practice tip: Create one lead gen form for each campaign for the most accurate tracking and visibility.
There are best practices to keep in mind when creating LinkedIn lead gen forms themselves:
2\. Refine Audience Targeting
LinkedIn’s targeting has many different parameters, but can also be misused if not done properly. Focus on precision and segmenting by campaign type – layering in job function, seniority, company size, industry, and interests on top of broader signals. Do not be afraid of using exclusion targeting to eliminate competitors or irrelevant segments, and keep your audience size between 50K–500K for optimal delivery for most lead gen campaigns.
In addition, do not be afraid to target Top of Funnel – especially when beginning your lead gen journey. You can introduce your brand to the right people early in their buying journey, even if they’re not actively in-market yet. Offering value through thought leadership or gated resources builds trust and creates warmer audiences for future retargeting, all while positioning your company as a credible partner.
3\. Lead with Solutions, Not with Features
B2B users typically do not come to LinkedIn to be sold to — they come to learn, solve problems, and stay ahead in their roles. That means your ad creative needs to earn attention by offering solutions to common problems your target audience encounters, not pushing product features. Do not ask users to marry you on first contact! Focus on value-driven offers like whitepapers, guides, assessments, benchmarks or checklists that help your audience do their job better or make smarter decisions.
The headline and copy should speak directly to their challenges or goals, not your product. Instead of “Demo our platform and see XYZ” try “Guide to How B2B teams are doing XYZ.” Especially when leveraging LinkedIn lead gen forms in ad formats, this kind of solution-first approach lowers friction, builds credibility and consequently improves ad performance.
When it comes to direct product or service ad formats that are more “pitchy”, we recommend serving these types of ads when leveraging remarketing or specifically tailored ABA (Account-Based Advertising) strategies. Typically on LinkedIn, engagement down the funnel can be effective in gauging interest from more qualified prospects.
4\. Test Everything: Let the Data Guide Decisions
Effective LinkedIn B2B lead generation is not a “set it and forget it” play. Instead, it is a performance channel whose algorithm rewards iteration. To consistently improve results, you need to test across three key areas: creative, offer, and audience.
On the creative side, experiment with different headline styles (questions vs. statements), image types and ad formats (product vs. people and single image vs. video), and CTAs (“Download” vs. “Access Now”). For offers, compare various formats like eBooks, webinars, and case studies as each will appeal to different buying stages and personas.
In regards to audiences, test variables like job title vs. job function, company size segments, and even overlay member interests. With the introduction of A/B tests on LinkedIn, you can structurally test and measure variables. Over time, you will build a data-backed strategy for what resonates with your ICPs and reduce your cost per lead.
5\. Integrate LinkedIn Leads for Nurturing
A LinkedIn lead submission is just the beginning, not the end-game. The speed and quality of your follow-up can make or break the path to pipeline. LinkedIn leads go cold quickly, so aim to respond within 24 hours, ideally sooner. One way to stay on top of this is CRM automation. Integrate your LinkedIn lead gen forms with your CRM or marketing automation platform. We suggest using automation to send leads directly into a tailored email nurture stream that aligns with the offer they engaged with. If they downloaded a guide, follow up with related insights, customer success stories, or invitations to deeper-dive content like webinars or ROI calculators.
The goal is to build trust over time by showing up with relevant, helpful content, not jumping straight to a sales pitch. A well-structured nurture sequence keeps your brand top of mind, moves leads through the funnel, and makes your eventual outreach feel like a natural next step instead of a cold follow-up.
Calling in Reinforcements to Take LinkedIn B2B Lead Generation to the Next Level
Even with the right strategy in place, LinkedIn lead generation is a complex puzzle. Getting campaigns live might seem relatively straight forward but identifying the correct fixes and optimizations can often lead to poor conversion rates and wasted spend.
Our expert PPC team at Firebrand can help you build campaigns set up for success on launch — segmented to multiple personas, testing and optimizing creative at scale, and syncing leads with sales-ready workflows. Whether it’s refining your offer strategy, leveling up targeting, or ensuring every lead is nurtured properly, our hands-on team can help turn good campaigns into repeatable, scalable demand generation engines.
Simply reach out or learn more about our PPC audit process for more information based on your business-specific needs. We’re here to help you crush your marketing goals!
© 2025 Firebrand Communications LLC
Original source: https://www.firebrand.marketing/2025/05/linkedin-b2b-lead-generation-best-practices
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