For Social Marketers Looking to Drive Engagement, Thought Leadership, and Leads
LinkedIn Document Ads have quietly become one of the most effective formats in B2B marketing—especially for brands looking to distribute high-value content like whitepapers, case studies, and reports directly into the feed of decision-makers. If you’ve ever wanted to get your content in front of the right people, in a format that invites engagement and builds credibility, Document Ads might be your new favorite ad format.
This guide covers everything social marketers need to know about Document Ads, from what they are, how to set them up, best practices, and real-world performance insights that show just how powerful they can be.
What Are LinkedIn Document Ads?
LinkedIn Document Ads are a type of Sponsored Content that allows you to upload and share PDF-based documents directly within the LinkedIn feed. Users can read or preview the content without needing to leave the platform—making the experience more seamless and interactive.
Unlike static image or text ads, Document Ads allow you to showcase real content—such as eBooks, slideshows, guides, infographics, and more—without the need for a landing page.
LinkedIn Document Ads can be either gated or ungated, depending on your campaign goals. Gated ads require users to submit a Lead Gen Form before accessing the full document, while ungated ads allow users to preview and download the content freely.
Ads Can be Gated or Not Gated
What do Linkedin Document Ads Look Like?
LinkedIn Document Ads appear natively in a user’s feed, visually resembling a regular post but with a swipeable document preview embedded directly in the ad. The first few pages of the PDF are displayed as a carousel, allowing users to scroll horizontally to preview the content without leaving the platform. Above the document, there’s a short intro text and a bold headline, along with a call-to-action button such as “Download,” “Read More,” or “Get the Guide.” If the document is gated, a LinkedIn Lead Gen Form will appear before the full document is accessible. The design is clean, mobile-optimized, and fully interactive, encouraging users to engage with the content in a natural, non-disruptive way.
Why Social Marketers Love Document Ads
1. Native Engagement That Feels Organic
LinkedIn reports that Document Ads are designed to mirror the organic experience of scrolling through valuable content. Because they don’t disrupt the flow of the feed, they see significantly higher interaction. In fact, Document Ads average an engagement rate of 1.8%, which is strong for a B2B context—often outperforming standard single-image ads.
2. Lead Generation Without a Landing Page
One of the most powerful aspects of Document Ads is the option to gate your document with a native LinkedIn Lead Gen Form, which auto-populates based on the user’s profile. This dramatically reduces friction. And it works: advertisers have reported conversion rates up to 13% with Document Ads—far higher than the typical 4% rate seen with traditional landing pages.
3. Drive Awareness and Thought Leadership
Since the format supports full document previews, Document Ads are a fantastic way to position your brand as a trusted source of knowledge. Marketers use them to distribute:
- Industry reports
- Research briefs
- Customer success stories
- Playbooks and frameworks
- Product comparisons
These assets not only help with lead generation but establish authority with buyers who are still in the research phase.
4. Seamless Mobile Experience
LinkedIn has optimized the Document Ads format for both desktop and mobile, making it easy for users to swipe through multi-page content on the go. Whether your target audience is in the office or commuting, they can interact with your content without disruption.
5. Easy Reporting on Campaigns
Campaign managers can easily export performance data for Document Ads as a CSV file directly from LinkedIn Campaign Manager. This simplifies reporting and makes it easy to analyze key metrics like impressions, clicks, downloads, and leads across multiple campaigns.
How do Linkedin Document Ads Perform?
If you’re looking for numbers to back up your investment in Document Ads, here are a few data points that might help:
- 1.8% average engagement rate (vs. ~0.44% average across LinkedIn ad formats)
- Up to 13% conversion rates when paired with Lead Gen Forms
- 0.1%–1% click-through rates (CTR), depending on targeting and content type
These figures highlight not only how engaging the format is but also how efficient it can be in driving qualified actions.
Best Practices: Creating High-Performance LinkedIn Document Ads
1. Choose the Right Type of Content
Your document should offer immediate value to the reader. The most successful Document Ads offer information, education, or insight—not sales pitches. Consider these proven formats:
- Whitepapers
- Case studies
- eBooks
- Industry trend reports
- Playbooks or templates
- Research summaries
Tip: Shorter documents (around 5–10 pages) typically perform better. You want to give value without asking for too much time.
2. Format and Design for Feed Consumption
Keep in mind that most users will preview the content before downloading it. Follow these Linkedin Document Ad design guidelines:
- File type: PDF only
- File size: Under 100MB
- Length: 10 pages or fewer
- Fonts: Minimum of 8pt font size
- Visuals: Use infographics, icons, and visuals to break up large text blocks
LinkedIn’s internal data shows that visually engaging documents lead to longer time spent on the ad and more downloads.
3. Pair with LinkedIn Lead Gen Forms
If your goal is lead capture, this is non-negotiable. LinkedIn’s native forms remove the barrier of typing, especially on mobile, and you can customize the fields based on your goals. Keep the number of fields to 3–5 for best performance.
Pro tip: Follow up with a customized thank-you message and optional redirect URL to a landing page for further engagement.
4. Optimize Your Ad Copy
Even the best document won’t convert if your ad copy isn’t compelling. Focus on:
- Headline: Highlight the value, not just the topic
- Intro text: Keep it short and benefits-focused
- CTA: Use action words like “Download the guide,” “See the data,” or “Get the playbook”
Your ad copy should align with the intent of the document—not just describe it.
5. Target Smart
LinkedIn allows for extremely granular targeting based on:
- Job title
- Industry
- Company size
- Seniority
- Skills
- Groups
Use exclusion filters to avoid waste (e.g., exclude students if you’re targeting directors and above). Layering these parameters ensures your Document Ads appear in front of the people most likely to care.
Setting Up a LinkedIn Document Ad: Step-by-Step
- Log in to Campaign Manager
- Choose the campaign objective (Engagement or Lead Generation are most common)
- Select “Sponsored Content” and choose the “Document Ad” format
- Upload your document
- Add ad copy, headline, and CTA
- Add Lead Gen Form (optional but recommended)
- Define your audience and budget
- Launch and monitor
It takes less than 30 minutes to get a Document Ad live—and the analytics start rolling in quickly.
KPIs to Watch
When evaluating performance, focus on:
- Impressions: Total visibility
- Clicks: How many users interacted
- Engagement Rate: Interactions divided by impressions (aim for 1.5%+)
- Leads Captured: How many forms were submitted
- Cost per Lead (CPL): Use this to compare performance with other ad types
- Download Rate: Shows how valuable your content was to users
Remember, Document Ads often provide value beyond lead generation. Even users who don’t convert are getting a full brand experience and may return later.
FAQs About LinkedIn Document Ads
How much does it cost to run a Document Ad?
Costs vary based on bidding, audience, and competition. On average, expect CPCs from $4 to $10, and CPLs (cost per lead) between $25–$75 depending on your offer and targeting.
What types of documents perform best?
Short, value-packed PDFs like eBooks, checklists, case studies, industry reports, and playbooks tend to perform best.
Can I use a Lead Gen Form with a Document Ad?
Yes, and you should! It’s the most effective way to collect user data while delivering content seamlessly.
How many pages should my document be?
Ideally 5–10 pages. You want to keep users engaged without overwhelming them.
Do users have to download the document to see it?
No. They can preview multiple pages directly in the feed before deciding to download.
What file type do I need to upload?
LinkedIn only accepts PDF format for Document Ads.
Can I track who downloads my document?
Yes, if you gate the content with a Lead Gen Form. Otherwise, you’ll only get general engagement metrics.
Are Document Ads mobile-friendly?
Yes. They’re optimized for both desktop and mobile, but use large fonts and short sections to ensure readability.
How do Document Ads compare to landing pages for lead gen?
They often perform better—thanks to lower friction. Native Lead Gen Forms can yield conversion rates of up to 13%, compared to the 4% average seen with traditional landing pages.
Key Takeaways
LinkedIn Document Ads offer a unique combination of content delivery, lead capture, and brand storytelling—all within the LinkedIn feed. Here’s what every social marketer should remember:
- Engagement is high: With average engagement rates of 1.8%, Document Ads are one of the most interactive ad formats on LinkedIn.
- Lead Gen integration is powerful: Use native LinkedIn Lead Gen Forms to drive conversion rates up to 13%.
- Content matters: Whitepapers, eBooks, and case studies perform best when they’re short, visual, and easy to digest.
- Optimize for mobile: Use large fonts, concise pages, and engaging design to encourage preview and download.
- Data beats guesswork: Monitor KPIs like engagement rate, CPL, and download rate to continually improve your strategy.
If you’re looking to generate leads while delivering true value to a professional audience, LinkedIn Document Ads deserve a prominent spot in your paid social strategy.