LinkedIn wants to sharpen B2B ad targeting with its Company Intelligence API and Buyer Groups. Will it work?

B2B brands need to better understand how companies are engaging with ads, not just individuals within the brands. That’s why LinkedIn just announced the new Company Intelligence API. But that’s just one of a number of new capabilities to help brands market better on the platform.

Attribution remains a sticking point

Brands are spending more of their advertising on budget on LinkedIn, increasing from 31% at the start of 2024 to 39% by the end, according to Dreamdata’s LinkedIn Ads B2B Benchmarks 2025.

LinkedIn Ads also perform much better across all stages of the funnel marketing quality leads (MQLs), sales qualified leads (SQLs), and new business than Google and Meta. According to Dreamdata:

LinkedIn Ads has a big influence on customer journeys. 29% of all MQLs, 36% of all SQLs, and 35% of all New Biz deals are influenced by LinkedIn Ads. By comparison, Google Ads, the ...