What is the best LinkedIn ad format for lead generation?

For most B2B advertisers, Lead Gen Forms consistently deliver the highest conversion rates. Instead of sending users to a landing page, LinkedIn automatically pre-fills their Name, Company, Email, Job Title, and Location. This reduces friction significantly. Many advertisers see conversion rates two to three times higher than traditional landing pages because users don't need to manually complete long forms. However, landing pages may produce higher-quality leads if additional qualification questions are required.