• by Colin Kirkland , April 23, 2025

Less than a month after adding new features to its Campaign Manager, LinkedIn is offering marketers a chance to produce more fruitful conversions.

The B2B social media platform's Qualified Leads Optimization feature is designed to help advertisers “move beyond surface-level conversions by focusing on leads that are more likely to become paying customers,” says LinkedIn's Director of Product Management Ada Yu, “by aligning ad delivery with lead quality."

The new tool allows advertisers to personally impact the definition of lead quality via a lead-generation system or third-party CRM -- HubSpot or Salesforce, for example -- of their choosing.

After sending that data to LinkedIn’s Campaign Manager using the company's Conversions API, the Campaign Manager will match and optimize delivery based on advertisers’ highest-quality leads.

The Qualified Leads Optimization feature helps focus ad delivery on leads that have “signaled readiness to buy” while providing advertisers with “deeper attribution to prove both pipeline contribution and revenue impact.”

According to Yu, LinkedIn has seen a 39% decrease in cost-per-qualified-lead when advertisers link online and offline interactions with the Conversions API.

Based on feedback from marketers, Yu says it is “critical for marketers to engage high-intent accounts,” especially as 78% of CMOs believe providing ROI has become more important over the past two years.

For optimal results, LinkedIn suggests that businesses send at least five qualified leads every two weeks.

Lead data must also be shared with LinkedIn within 30 days to be considered part of the optimization of the campaign.