Jan 6, 2026
LinkedIn Lead Gen Forms Benchmarks 2025
N/A
CTR
N/A
CPC
6-10%
CVR
N/A
CPL/CPA
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Year-Over-Year Change
5x better conversion than landing pages
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LinkedIn Lead Gen Forms convert 5x better than landing pages (6-10% vs ~2%) and reduce CPL by approximately 25%. Pre-filled professional data (name, email, company, job title) eliminates friction that kills landing page conversion. The tradeoff: easy submission means some leads are lower intent. Adding 1-2 custom qualifying questions helps filter tire-kickers while maintaining the friction reduction benefit. For most B2B campaigns, Lead Gen Forms should be the default over landing pages.
Use Lead Gen Forms as default for most LinkedIn lead gen—5x better conversion is too significant to ignore. Add 1-2 custom qualifying questions to filter low-intent leads. Don't ask for information already in their profile (name, email, company). Test offer variations: content downloads, demos, consultations convert differently.
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Data Source
NAV43
Data Year & Month
2025
Sample Size
213M impressions analyzed