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Excel file will only contain the link. You can manually add the image, by pasting the url in the insert image dialogue, but the image will not be inside the cell, it will only be on layer on top of the cells.
The PDF files contain the picture. Is this an option for you?
In addition you can try this solution for a Macro with VBA:
Another option is that you can integrate the form with google drive
Please check this out for further details
Let us know if we can assist you further.