A LinkedIn Ads form that went from 1.6% to 6.1%
A B2B SaaS on LinkedIn Ads, run white-label for an agency. We rebuilt the account and the lead form. Form completion went from 1.6% to 6.1% in three weeks.
1.6% to 6.1%
Form completion in three weeks
8.08%
Video CTR
+46%
Clicks vs the previous week
1 to 13
Campaigns
Period: three weeks after the rebuild. Clicks compared with the previous week. A before and after does not prove causality.
What we found
- 01The account had run for months with a single campaign and one exhausted creative.
- 02The CPL went up every week.
- 03Form completion was at 1.6%. In other words, 98 out of every 100 people who opened it closed it without sending it.
- 04The form asked for seven fields, including phone number and company size.
- 05There was a single broad audience.
- 06One static image had been rotating for months.
- 07LinkedIn counted leads that never reached the CRM.
What we did
- 01We cut the form to four fields and reordered it, with work email first and phone number out.
- 02We split the campaign by segment and intent. Each campaign got its own ad and its own form.
- 03We made video the main format, with three different hooks.
- 04We fixed the handover from LinkedIn to the CRM.
Quarter result
Form completion went from 1.6% to 6.1%. Video CTR reached 8.08%. Cost per qualified lead went down on the same budget.
How to read the data
Form completion compares the account before the rebuild with the three weeks after it. The +46% in clicks compares one week with the previous week.
A before and after comparison does not prove causality. It shows how the recorded results changed, but not how much of the change each action caused.
Data anonymised under client confidentiality agreements.
Conclusion
The form is part of the campaign. Removing four fields moved more than any targeting change, so the form is where we look first.
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