# LinkedIn Lead Gen Forms: 86% Lower Cost Per Lead | OVERTOP

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 # How a small sales training company got leads at 86% below the industry’s cost per lead.

 NowToBizness, founded in 2020, needed experienced sales professionals who wanted to get better. It defined that audience precisely on LinkedIn, won attention with a brand film, then offered a free training session through a form that filled itself in.

  BusinessNowToBizness MarketAlicante, Spain GoalQuality leads for sales training programs                ## The results.

 Both figures compared with industry benchmarks, as published by LinkedIn.

  
 - **86%**lower cost per lead
- **1.75X**Lead Gen Form completion rate
 
 Always-on campaign results compared with industry benchmarks. LinkedIn does not state a time window. Self-reported by the advertiser and published by LinkedIn; results for other businesses will differ.

      ## The challenge.

 NowToBizness is a young training company that teaches sales, negotiation and business skills. Founded in 2020, it had no long track record to lean on and needed quality leads for its programs.

Its ideal customer is narrow: experienced sales professionals who actively want to upskill. Reaching them anywhere else meant paying for a lot of people who were not a fit.

             ## What they did.

 Lead Gen Forms · Brand film · Skill and experience targeting

  Defined the audience many waysUsing [LinkedIn targeting](https://business.linkedin.com/advertise/ads/targeting), the team combined job function, skills, years of experience, groups and openness to education, and tested combinations to find the best performers.Invested in a brand filmA high-quality film at the top of the funnel set the company apart and gave a young brand credibility.Offered something usefulAt the bottom of the funnel it offered a free training session, captured with [Lead Gen Forms](https://business.linkedin.com/advertise/ads/generate-leads) that pre-fill from the member’s profile.One experience from ad to saleThe team kept the message consistent from the ad to the consultation call to enrollment, so prospects never felt a bait and switch.         ## Why it worked.

 Our read on the decisions behind the numbers, and what any business can take from them.

   LinkedIn knows the skillsFew platforms can find "sales professionals with years of experience who are open to learning". LinkedIn can, which kept spend on the right people.Value before the askA free session is easy to say yes to and shows the product in action, so the leads that came in were genuinely interested.Brand made the offer credibleThe film did the trust-building before the form appeared, which helps explain the higher completion rate.Always onRunning continuously gave the campaign time to learn and kept the brand in front of prospects between decisions.        ## How we would run this play for your business.

 You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our [linkedin ads management](/linkedin-ads/).

   Describe your buyer preciselyWe translate your best customers into LinkedIn targeting: functions, skills, seniority, industries and company size.Lead with a useful offerA consultation, assessment, guide or trial that gives value first, delivered through a short pre-filled form.Build credibility up frontShort video and proof content run ahead of the offer, so the brand is familiar when the form appears.Keep the experience consistentWe align the ad, the landing page, the follow-up emails and the sales call so the promise holds all the way through.        ## Who this play fits.

 You do not have to be a sales training company to use the same approach. It is a strong fit for:

  
 - Training, coaching and education providers
- Consultants and professional services
- Software trials and demos
- Associations and membership groups
- Small businesses with a narrow buyer
- Any company with a useful free offer
 
       ## Want results like these?

 Tell us about your business and your goals. We will show you where LinkedIn ads can bring you customers, and what it would take.

  [Start growing with LinkedIn ads](#audit) [Or call (704) 237-0707 ›](tel:7042370707)  [See how we run LinkedIn ads for our clients ›](/linkedin-ads/)

        ## More LinkedIn ads success stories.

  
 - [       Education and training **21%** lower cost per application ### UniSA Online

 Read the story › ](/success-stories/linkedin-ads/unisa-online/)
- [       Financial services **56%** lower cost per lead ### Alaan

 Read the story › ](/success-stories/linkedin-ads/alaan/)
- [       Software and technology **186%** increase in return on ad spend ### Smokeball Australia

 Read the story › ](/success-stories/linkedin-ads/smokeball-australia/)
 
 [See all LinkedIn ads success stories ›](/success-stories/linkedin-ads/)

 Results as published by LinkedIn in its NowToBizness customer story. Self-reported; results for other businesses will differ. Analysis by Victor Bubuioc, MBA, Digital Performance and Growth Expert, published October 10, 2026.