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LinkedIn Ads experts

Reach decision-makers, and steer on the qualified lead rather than the form.

We structure your LinkedIn Ads campaigns on your target accounts, we connect the forms to your CRM, and we send back to the platform what a lead becomes.

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EdgeAngel LinkedIn Ads expertise

Target the right accounts, capture the lead, send back its value

01

Professional targeting and target accounts

LinkedIn is the only platform where targeting rests on declared function, industry and company. That is what makes it expensive, and what makes it precise.

  • Professional attributes: function, seniority, industry, company size, skills, combined without stacking filters until the audience empties
  • Account lists: your target companies uploaded into Campaign Manager, at least 300 matched accounts to serve, the basis of an ABM setup
  • Matched Audiences: hashed contact lists, site visitors through the Insight Tag, interactions with your videos and your forms
  • Predictive Audiences: LinkedIn expands from a source of at least 300 members, your leads or your conversions, and then switches off Audience Expansion
  • Exclusions: existing customers, competitors, job seekers, so the cost per click does not go to those who will never convert
02

Formats and lead generation

The pre-filled native form converts fast. What it captures is worth what you do with it next, and that is where we work.

  • Lead Gen Forms: the form pre-filled from the profile, attached to an image, a carousel, a video or a document, synced with Salesforce or HubSpot
  • Document Ads: a white paper or a deck readable in the feed, with or without a form, to qualify before asking for contact details
  • Thought Leader Ads: sponsoring a person's posts, an executive or an expert, rather than the company page
  • Message Ads and Conversation Ads: restricted, in the European Economic Area and Switzerland, to members who explicitly opted in, which makes them marginal in France
  • Creative: angles written for a busy decision-maker, produced with our marketing studio, tested as variants
03

Measurement, CRM and steering

A submitted form is not an opportunity. We close the loop with your CRM, and we send back to LinkedIn what a lead becomes.

  • Insight Tag and Conversions API: site conversions browser side and server side, from a GTM container, LinkedIn recommending both channels deduplicated
  • Revenue Attribution Report: the report that connects your Salesforce or Dynamics 365 opportunities and revenue to the campaigns, with a sync of up to 72 hours
  • Qualification sent back: a lead becoming an opportunity returned to the platform, to optimise on the qualified lead and not on the form
  • Bidding: Maximum Delivery, Cost Cap or manual bidding, chosen per campaign depending on the conversion volume available
  • Business reading: cost per opportunity and per customer, next to your other channels, in the monthly report of the Social Ads setup

The tool

LinkedIn Ads, our reading

LinkedIn Ads is LinkedIn's advertising platform, run from Campaign Manager, with Business Manager for agencies and multiple accounts. Its targeting rests on the professional attributes members declare, function, seniority, industry, company size, skills, and on account lists, at least 300 matched companies for a campaign to serve. Formats range from image and video to Document Ads, Thought Leader Ads, which sponsor a person's posts, and Lead Gen Forms, pre-filled from the profile.

Two points French advertisers often discover too late. Message Ads and Conversation Ads can only reach, in the European Economic Area and Switzerland, members who explicitly opted in to those messages, a restriction born of a Court of Justice of the European Union ruling in November 2021 and still active. And LinkedIn recommends sending conversions through both the Insight Tag and the Conversions API, deduplicated, which requires a server-side container.

Updated September 2026

What LinkedIn does very well: targeting a function inside a company

No other platform lets you say: the chief financial officers of industrial mid-caps with more than 500 employees, in these twenty groups. LinkedIn does, because its members declare their own role and employer. That is what justifies a cost per click several times higher than on other networks, and what makes it indefensible when the campaign hits off target. We build audiences on your target accounts and decision-making functions, with the exclusions that avoid paying for clicks from competitors, job seekers and customers already won.

What LinkedIn really is: a form machine, if you let it

A pre-filled Lead Gen Form submits in two taps. Optimised on that form, a campaign produces many, at a cost that looks reasonable, and part of them will never answer a salesperson. The profitability of a LinkedIn account is decided in the CRM: which leads become opportunities, then customers, and at what cost. We connect the forms to Salesforce or HubSpot, we send the qualification back to LinkedIn through the Conversions API, and we steer on the qualified lead. The campaign then learns to find buyers, not the curious.

Web tracking and server-side tagging

Where LinkedIn stops: the long cycle, and proof of effect

A B2B sales cycle lasts months. No Campaign Manager attribution window covers it, and the Revenue Attribution Report, which connects CRM opportunities to campaigns, says what LinkedIn touched, not what it caused. On a B2B setup, proof is built differently: through a reading of opportunities by first source in your CRM, and, when volume allows, through a comparison between exposed and unexposed accounts. That is what we build with our measurement offering, and what decides the LinkedIn budget against the other channels.

Our Advanced Media Measurement offering

Sources : The LinkedIn Conversions API, Campaign Manager help · Message Ads and Conversation Ads, European Economic Area restriction, Campaign Manager help

Our expert notes : Server-side tagging, what it changes and how to set it up

Frequently asked questions about LinkedIn Ads

Why does LinkedIn Ads cost more per click than Meta?

Because targeting rests on the function and company members declare, and the resulting audience is small and contested. A click therefore costs several times a Meta click. It is justified when the campaign reaches decision-makers in your target accounts, and not otherwise: hence the exclusions and account lists we set before opening the budget.

Are Lead Gen Forms effective?

They convert fast, because they are pre-filled from the profile and the member stays on LinkedIn. What they capture is worth what you do with it: a lead not called back within 48 hours is worth nothing. We sync them with Salesforce or HubSpot, and we send the qualification back to LinkedIn, so the campaign optimises on the leads that become opportunities.

Can we send sponsored messages in France?

Only to members who explicitly opted in to receive them, across the European Economic Area and Switzerland. The restriction stems from a Court of Justice of the European Union ruling in November 2021 and LinkedIn maintains it. In practice, Message Ads and Conversation Ads are marginal on a French audience, and the feed, Document Ads and Thought Leader Ads carry the setup.

What are Thought Leader Ads, and when to use them?

Sponsoring a person's posts, an executive, an expert or a partner, rather than the company page. The feed treats them as a point of view, not as advertising. We use them to establish expertise with an account list, ahead of a lead generation campaign, with retargeting of the people who interacted.

How do we measure what LinkedIn brings on a long sales cycle?

By closing the loop with the CRM. LinkedIn's Revenue Attribution Report connects your Salesforce or Dynamics 365 opportunities to the campaigns, with a sync of up to 72 hours. We add a reading of opportunities by first source in your CRM, and, when volume allows, a comparison between exposed and unexposed accounts. That is what decides the budget, not the cost per form.

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Paul Schmitt

Paul Schmitt

Consulting Director

"Our goal is to make your data actionable to generate concrete value, quickly."

The team