LinkedIn recently launched its lead gen form solution which comes pre-filled with member profile data and helps to reduce mobile conversion barriers. With the new ad format, advertisers can add CTAs to their sponsored ads and automate the collection of reliable leads. A pilot study showed that the CPL performance of this new ad format exceeded the planned and actual CPLs of past campaigns. The firms participating in the pilot also found the overall lead quality to be more valuable due to the professional audience and accurate contact information associated with each lead. Similar to Facebook, LinkedIn has tweaked its lead gen strategy by focusing on connecting the dots between branding and lower-funnel tactics by offering firms the opportunity to auto-plug quality leads into their CRM systems, ultimately leading to higher ROI on ad campaigns.