Manage LinkedIn Lead Gen Form Leads in LeadCentre
LeadCentre works with LinkedIn Lead Gen Forms through Zapier or Make. A Zap built on Zapier's LinkedIn Ads app, or a Make scenario built on LinkedIn Lead Forms, collects each new form response and posts it to your LeadCentre webhook URL. The response becomes a lead in your Leads list, the people chosen for New lead alerts get a push notification, and the lead has Call, Email, Text and WhatsApp buttons ready.
Via Zapier/Make: Connect it through a Zapier or Make account of your own.
- LinkedIn leads on your sales team's phones as push notifications, with no Campaign Manager login needed
- Company, job title and custom answers kept on each lead, in standard and custom fields
- Statuses, follow-up reminders and won deal values on every LinkedIn lead
What this does
LinkedIn keeps Lead Gen Form responses in Campaign Manager. A Zap or Make scenario collects each new one and posts the answers you choose to your LeadCentre webhook URL, and LeadCentre turns them into a lead using the field matching you saved for that key.
Say a commercial cleaning firm runs LinkedIn ads at facilities managers. A response arrives with a name, work email, phone, company and job title. The sales manager gets the alert, opens the lead and calls while the person is still at their desk, then sets a follow-up for later in the week if it goes to voicemail.
Which trigger to choose
Zapier's LinkedIn Ads app has two Lead Gen Form triggers, both listed as instant:
- New Lead Gen Form Response (Sponsored content) for forms on your ads. This is the one for paid campaigns.
- New Lead Gen Form Response (Organic Content) for forms on a Company Page, Product Page or Event.
In Make, the LinkedIn Lead Forms app's Watch Form Responses module comes in an instant version and a polling one.
What happens when someone fills in your LinkedIn form?
Step 1
A member submits your Lead Gen Form
LinkedIn fills in their profile details, they answer your questions and press submit. The response is saved in Campaign Manager.
Step 2
Your Zap or scenario collects it
The New Lead Gen Form Response trigger, or Make's Watch Form Responses, picks it up and posts your named fields to your LeadCentre URL.
Step 3
LeadCentre creates the lead
Your saved matching fills in name, email, phone and company, with job title and custom answers in custom fields.
Step 4
The right people are alerted
A push notification goes to those switched on for New lead alerts on the Team page. An Instant Reply email, if you use one, goes to the person who filled in the form.
Step 5
Sales follows it through
Call or email from the lead, move it from New to Quoted or Booked, set follow-ups and record the value when it's won.
What you can do with LinkedIn leads
Once a LinkedIn response is in LeadCentre, the whole team can work it from the app or the portal.
On every plan
- Push notifications in the LeadCentre app, on iPhone or Android, to the people switched on for New lead alerts. An Admin chooses who, per person, on the Team page.
- Call, Email, Text and WhatsApp buttons on the lead. Email and text open a pre-written message from your templates, with {first_name} and {my_name} filled in, sent from your own email account or phone.
- Statuses from New through Contacted, Quoted, Booked, Won and Lost. Marking Won asks what the deal was worth, and marking Lost can record a reason.
- Follow-ups with a date, time and note, and a reminder to the person assigned when one is due. A lead can have several.
- Lead assignment. Give a lead to one salesperson. A User sees the leads assigned to them plus unassigned ones, and the new assignee is alerted.
- Instant Replies. An automatic email to each new lead, with separate wording during and outside business hours. One address gets at most one reply per account per day.
With the Respond add-on
- Automatic SMS replies to new leads, from a dedicated UK business number.
- Two-way SMS and call forwarding, with conversations in the app's Messages tab.
- Lead Rescue, which sends automated follow-ups to leads still at New or Contacted who haven't replied, and stops once a lead moves on.
- AI lead conversations, off until you switch them on. Assist drafts replies for a person to send, and Autopilot replies itself from your Knowledge Base, handing anything it can't answer to a person.
Keep the two kinds of message apart: the push notification tells your team about the lead, while Instant Replies and Respond's automatic SMS go to the person who filled in your LinkedIn form. Respond on the pricing page.
How to connect LinkedIn Lead Gen Forms to LeadCentre
Check these first:
- LinkedIn roles. Zapier's LinkedIn Ads guide asks for the Account Manager or Campaign Manager role on the ad account, plus Page Admin or Lead Gen Forms Manager on the LinkedIn Page that owns the forms. LinkedIn's permissions page explains each role. If a Business Manager account owns the ad account, the Page must belong to the same Business Manager.
- Zapier plan. Zapier says LinkedIn Ads is a premium app on Professional, Team and Enterprise, and Webhooks by Zapier is on the same plans.
- Or Make. Make's LinkedIn Lead Forms app needs a LinkedIn account with access to Campaign Manager. Make has a free plan measured in credits.
- LeadCentre. A login with the Admin role on the account the leads belong to.
Zapier loads its sample from a LinkedIn test lead, so you'll send one in step 2.
- 1
Create a key in LeadCentre
In LeadCentre, open Settings > Connections. Under "Add another key", type the name of the source, such as LinkedIn ads, and press "Create". Press "Copy" while the URL is showing, as that's the only time you'll see it. The key's name becomes the lead's source unless your Zap sends lead_source.
- 2
Send a LinkedIn test lead
In Campaign Manager, open Content & Assets, then Lead generation forms. Choose More beside your form and press Send Test Lead, then fill in the fields and press Send. LinkedIn's guide covers the Page roles this needs.
- 3
Start a Zap with LinkedIn Ads
In Zapier, create a Zap with LinkedIn Ads as the trigger app and New Lead Gen Form Response (Sponsored content) as the event, or the Organic Content version for a Page or Event form. Sign in to LinkedIn, choose the ad account and form, and test the trigger to load your test lead.
- 4
Add the POST step and name the fields
Add an action: Webhooks by Zapier with POST as the event. Set Payload Type to JSON, paste your LeadCentre URL into URL, whole, and add a Data row for each answer, using the names in the table further down. Avoid double underscores in names, as Zapier uses them to build nested objects.
- 5
Listen, then test the step
In LeadCentre, follow "Next: test and match fields" and press "Listen for test data", which runs for 15 minutes. Back in Zapier, test the POST step. The response should show ok as true and results as test, and the fields appear under "2. Match the fields" a few seconds later.
- 6
Match the fields
Smart Match suggests matches for the names it recognises, such as email, phone and company. Match job_title and any custom questions to a custom field, which you can create by typing a name on the matching screen. Leave anything you don't want on Do not use, and press "Save field matching".
- 7
Stop listening and publish
Press "Stop listening", then publish the Zap. Zapier notes that LinkedIn's test leads all share one lead ID and won't start a live Zap, so your first real response is the check: make sure it reaches your Leads list and the alert arrives.
- 8
If you use Make
Start a scenario with the LinkedIn Lead Forms app's Watch Form Responses module, connect your LinkedIn account and choose the ad account. Add the HTTP app's Make a request module, with your URL, Method set to POST, the body content type set to application/JSON and the same field names. To match from real data, switch the scenario on without listening: the first real response is held as "Waiting for field matching", you match from its answers, and saving turns it into a lead. Nobody is alerted until you save, so keep an eye out.
What form data can you send?
LinkedIn's Lead Gen Forms guide says forms are pre-filled from the member's profile, with fields grouped as contact, work, company, education and demographic details. You can add up to three custom questions, as multiple choice or single-line text, and hidden fields such as a UTM source.
You choose the names in Zapier's Data section, and Smart Match recognises the ones below. Match job title to a custom field, such as Job title, and custom questions to Enquiry type, Enquiry / Message or a custom field. Custom fields are free text, and an Admin sets them up.
Send hidden fields under their exact names, such as utm_source or utm_campaign, and LeadCentre keeps them on the lead without matching. If the trigger's sample includes LinkedIn's lead ID, send it as id and match it to Unique ID. If it includes campaign details, campaign_name and campaign_id are kept automatically too, and show under Attribution Details in the portal.
| Field sent | Usually matched to |
|---|---|
| first_name and last_name | First name and Last name |
| email (work or personal email) | |
| phone | Phone (mobile or landline) |
| company | Company |
| job_title | A custom field |
| country | Country |
| service (a multiple choice custom question) | Enquiry type |
| message (a single-line text custom question) | Enquiry / Message |
| utm_source, utm_medium, utm_campaign (hidden fields) | Kept automatically |
| campaign_name, campaign_id (if the sample has them) | Kept automatically |
| id (LinkedIn's lead ID, if the sample has one) | Unique ID (stops duplicates) |
Managing leads beyond Campaign Manager downloads
LinkedIn gives you the responses, and its download guide explains how to get them: in Campaign Manager, open Content & Assets, then Lead generation forms, choose the forms and a date range, and press Download leads for a CSV file per form. LinkedIn says collected member profile data can only be stored for one year, and Campaign Manager's notifications can tell you a lead has arrived.
That leaves someone to open the file and decide who calls whom. LeadCentre handles that part:
- The right person hears about it. Push notifications go to the people switched on for New lead alerts, including salespeople who never open Campaign Manager.
- The first call is one tap. The lead opens with its contact details and a Call button.
- Each lead has an owner. Assign it to a salesperson, and they get the follow-up reminders for it.
- Progress is visible. Statuses show which leads have been contacted, quoted or booked, and the pipeline on the Home screen counts them.
- Value is recorded. Mark a lead Won with the deal value, and the Home screen shows won value and win rate over the time frame you choose.
For responses from before you connected, download the CSV from Campaign Manager, upload it in the LeadCentre portal and match its columns to LeadCentre fields. The rows become leads.
For agencies managing client enquiries
Each client's LinkedIn responses go to that client's own LeadCentre account. Every client account has its own webhook keys, so build one Zap or scenario per client, pointed at that client's URL. Say an agency manages ten clients' LinkedIn campaigns: that's ten Zaps, each choosing one client's ad account and form.
- One LinkedIn login, one Zapier account. Zapier's guide says each LinkedIn profile can have one Zapier connection at a time. If your LinkedIn login reaches all ten ad accounts, keep those ten Zaps in the same Zapier account.
- Clients see their own leads. Each client signs in to its own account, in the app or the portal, and sees only its leads, pipeline and figures.
- Alerts go to the client's people. The new lead push goes to whoever is switched on for New lead alerts on that client's Team page, per person, and not to agency staff.
- Separate data and permissions. An Agency Admin opens any client with Manage and controls which features the client's own people can use, such as Connections. Agency Users see and manage only the clients assigned to them.
- Reporting across clients. Cross-client reporting, on both agency plans, shows leads, won jobs, win rate and won value client by client.
More on agency accounts.
Pricing and requirements
What you need for this connection. Prices for each plan and the Respond add-on are on the pricing page.
- LeadCentre plan
Any plan. You'll need an Admin login to create the key and match the fields.
- Respond add-on
Optional. Adds a dedicated UK business number, automatic SMS replies, two-way SMS, call forwarding, Lead Rescue and AI lead conversations. See Respond.
An ad account role (Account Manager or Campaign Manager, for Zapier) and a Page role (Page Admin or Lead Gen Forms Manager) on the Page that owns the forms.
- Zapier or Make
Zapier on Professional, Team or Enterprise, which covers both the premium LinkedIn Ads app and Webhooks by Zapier. Or Make, with its LinkedIn Lead Forms app and a free plan measured in credits.
- Messaging usage
Respond's monthly allowances for SMS, forwarded call minutes and AI conversations are on the pricing page. When one runs out, you're told and can buy credits for extra usage. Incoming enquiries are still saved.
Common problems
Leads stopped after about two months
Zapier's guide says LinkedIn Ads authentication expires every 60 days and needs reconnecting. Reconnect LinkedIn Ads on Zapier's Apps page and check the Zap is on. Download any responses from the gap in Campaign Manager and import the CSV in the portal.
Testing the trigger finds no responses
Zapier's trigger loads test data sent with LinkedIn's test tool. Press Send Test Lead on the form in Campaign Manager, then test the trigger again. Sending a new test lead replaces the previous one.
A LinkedIn test lead didn't start the live Zap
Zapier says all test leads from LinkedIn's tool share one lead ID and can't start a Zap. Use them for the sample while you build, and check the live Zap with your first real response.
My ad account or form isn't in the trigger's list
Check both roles: one on the ad account and one on the Page that owns the form. If a Business Manager owns the ad account, the Page must belong to it too. For a form on a Company Page, Product Page or Event, use the Organic Content trigger.
Answers stopped filling in after I edited the form
Zapier says its field mapping breaks when LinkedIn form field names change. Retest the trigger, remap the Data rows, then test the POST step while LeadCentre is listening and match any new fields. Correct the affected leads by hand.
Recent activity says "Waiting for field matching"
A response arrived before any matching was saved on that key, so LeadCentre is holding it. Save your matching and it joins your inbox, with a banner saying how many were added. The alert goes out then, so call that person first.
Questions about this connection
How do I get LinkedIn Lead Gen Form leads into LeadCentre?
Use a Zap with the LinkedIn Ads app's New Lead Gen Form Response trigger, or a Make scenario with LinkedIn Lead Forms, and post each response to your LeadCentre webhook URL. Match the fields once, and new responses arrive as leads.
Can I get an alert on my phone when someone fills in my LinkedIn form?
Yes. Each new lead sends a push notification through the LeadCentre app, on iPhone or Android, to the people switched on for New lead alerts. Tap it and the lead opens with Call and Email buttons.
Do I need a paid Zapier plan?
Yes. LinkedIn Ads is a premium Zapier app and Webhooks by Zapier is a paid feature, both on Professional, Team and Enterprise. Make is the other route, with its LinkedIn Lead Forms app.
Can LeadCentre reply to LinkedIn leads automatically?
Yes. On every plan, Instant Replies sends each new lead an email, with different wording during and outside business hours. With the Respond add-on, an automatic SMS reply can go from your dedicated UK business number too.
Does LeadCentre keep the company and job title?
Yes. Company has its own field. Job title goes into a custom field, which an Admin creates by typing a name on the matching screen, and it shows on the lead in the portal.
Can an agency connect several clients' LinkedIn ad accounts?
Yes. Build one Zap or scenario per client, each posting to that client's own LeadCentre URL. Each client's leads, alerts and figures stay in its own account, and Agency Users reach only the clients assigned to them.
Related features and guides
Connect your lead sources
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