If you’re like most marketers, your LinkedIn ad strategy probably leans heavily on single image and video ads. And that’s totally understandable. Those formats have been around forever and tend to get a lot of attention. But here’s a little secret: Document Ads are quietly becoming one of the most effective, underused tools in the LinkedIn ad toolbox.
Why the low profile? Maybe because they feel a bit different or less straightforward at first glance. But trust us, once you get the hang of how they work and when to use them, they can seriously boost your engagement, help you tell richer stories, and even drive quality leads, all while standing out in a crowded feed.
In this post, we’re going to walk you through what Document Ads are, why they work so well, and some insider tips to help you create scroll-stopping, swipe-worthy content your audience will actually want to stop and read.
What are Document Ads?
Let’s start with the basics. Document Ads let you upload a PDF right into LinkedIn’s feed as an interactive, swipeable ad. Instead of just a single image or video, your audience can flip through pages without ever leaving LinkedIn.
They show up natively in the feed, so they feel organic and less like traditional ads. Plus, you can choose to either gate the content behind a lead generation form where people enter their info to get the full document – or you can let users swipe through freely to build awareness.
Common types of documents you’ll see in Document Ads include:
- Quick how-to guides
- Industry reports or research summaries
- Event agendas or recaps
- Product one-pagers or case studies
This format encourages people to engage with your content actively, rather than just scrolling past. And all those engagements can be retargeted later on.
LinkedIn Document Ad specs
Here are the key specs you need for your document ads:
- File type: PDF, DOC, DOCX, PPT, PPTX – PDF file recommended for best viewing experience
- Limits: 300 Pages or 1MM Words
- Aspects: Vertical, Horizontal, Square
- Size: 100MB
For the full list of specs, LinkedIn’s guide to document ads is helpful.
Document Ads Examples:
Here are some examples of what document ads look like in the feed:
Why They Work Well (When Done Right)
What makes Document Ads successful? There are a few reasons:
First, the “native scroll-stopper” effect. Because people can swipe through pages right in their feed, it’s an experience that’s a bit more interactive and immersive than a regular image. This naturally grabs attention and keeps viewers hanging around longer.
Second, you get high engagement without forcing an immediate click. Unlike ads that push users either off LinkedIn right away or to a lead generation form, Document Ads let people engage inside the platform. This can mean longer dwell time and more meaningful interactions.
Things to consider when picking the campaign objective:
- If you set your campaign objective to Website Visits, you only pay for clicks that actually take people to your landing page. The “See More” clicks to expand the copy and the swipes between pages are essentially free engagement.
- On the other hand, if you pick Engagement as your objective, you pay for every click including expanding text and swiping through pages. Something to be mindful of!
- For Lead Gen objectives, LinkedIn charges for clicks to “See More” text before the lead form appears, so it’s best to keep your copy tight and under 150 characters.
When to use Document Ads vs. Other Formats
You might be wondering when to pick Document Ads over other formats. We find that Document Ads shine in a few key scenarios:
- Content that educates or nurtures
If you’ve got a helpful guide, a case study, or a checklist that adds real value, Document Ads let you deliver that content in bite-sized pieces. You can then retarget people who swiped later on. - Brand storytelling
Because people swipe through your content like a mini-slide deck, it’s perfect for telling a story or sharing insights in a way that feels natural and not pushy. - Event promos or recaps
Got a webinar coming up? Or want to share highlights from a recent event? Document Ads let you showcase agendas, speaker info or key takeaways.
They Swiped, They Clicked – Now What? Retarget Them!
One of the biggest advantages of Document Ads is that you can retarget people who engage with them. That includes users who swipe through your slides, click to expand the ad copy, or view a certain percentage of the document. These high-intent actions allow you to build custom audiences to nurture with retargeting campaigns. Whether that’s driving them to a landing page, showing them a lead gen ad, or continuing the conversation with more helpful content, it’s a great way for keeping your brand top of mind.
Document Ads Benchmarks
Like with all things marketing related, benchmarks do depend on several factors. Document Ads typically see higher engagement rates than other formats, often ranging from 1.5% to 3%, thanks to their interactive, swipeable nature. That said, click-through rates (CTR) to landing pages or lead forms tend to be lower, usually around 0.3% to 0.5%. This is because users consume the content directly in the feed.
But don’t let that put you off – in our experience, these ads excel at building awareness, delivering value, and warming up your audience for future conversion. If you’re optimizing for engagement and content consumption, Document Ads are one of the most effective tools in the LinkedIn ad stack!
Measuring for Success
LinkedIn shares useful in-feed metrics, including document completion rates (25%, 50%, 75%, and 100%) and downloads (if enabled). These give you a deeper look at how far people are scrolling and how compelling your content really is with your target audience.
Tips and Tricks for Great Document Ads
Now the fun part! How to actually make a Document Ad that gets clicks, swipes, and leads.
- Keep it snackable: one point per slide
Aim for a single, clear idea on each page, using short sentences or bullet points. Think of each slide as a mini takeaway your audience can digest quickly. - Front-load the value
Your first 2-3 pages are make or break. Hook readers early by delivering your best insights upfront. If those pages aren’t engaging, most people won’t swipe further. - Repurpose smartly
Got a whitepaper or report? Great, but don’t just dump the whole thing as-is. Extract key points, stats, or quotes and break them down into easy, swipeable chunks. Make it visually appealing and straightforward. - Use curiosity + clarity in your ad copy
Your headline and description need to strike a balance: tease enough to get people interested, but be clear about what they’re getting. - Design matters
Use clean fonts, consistent colors, and enough white space. Avoid walls of text or cluttered slides. Simplicity keeps people swiping! Here’s an example of what typically doesn’t work well. The text is far too small for people to read, especially on mobile devices.
Conclusion
Document Ads are a versatile, engaging, and often overlooked format on LinkedIn that can help you stand out, educate your audience, and generate leads.
They reward creativity and thoughtful content, but also require some care in design and copy to really shine. So don’t just stick to the usual image or video ads, give Document Ads a try in your next campaign. Play with your content, test your slides, and see what your audience loves.
Got your own Document Ad wins, fails, or questions? Drop a comment below, we’d love to hear your take too!
FAQS
What is a document ad on LinkedIn?
LinkedIn Document Ads are a type of Sponsored Content that let you share documents, like guides, checklists, or slide decks, directly in the LinkedIn feed. They’re swipeable, interactive, and designed to give value upfront, without taking people off-platform.
How much does it cost to run a Document Ad?
It really does depend on your audience targeting, bidding, budget and competition. But on average you can expect to pay anywhere from $4-$10 cost per click.
What is the difference between LinkedIn carousel ads and document ads?
Both Carousel Ads and Document Ads let you tell a story across multiple “slides,” but they work a bit differently. Carousel Ads are made up of individual image cards that users swipe through horizontally, with each card having its own headline and link. Document Ads, use a PDF that users can scroll through vertically, page by page, right in the LinkedIn feed.
What types of documents perform best?
Short, valuable PDFs like eBooks, checklists, whitepapers, reports and playbooks can work really well.
Can I promote a PDF document on LinkedIn?
Yes, LinkedIn Document ads allow you to upload and share PDF-based documents directly within the LinkedIn feed.
How many pages should my document be?
Around 5–10 pages is usually enough. You don’t want to overwhelm people with too much.
What is the character limit for LinkedIn document ads?
For description copy, you want to use up to 150 characters to avoid shortening of the text.
Are Document Ads mobile-friendly?
Yes. They’re optimized for desktop and mobile, but keep in mind that when displaying on mobile, they will be much smaller – so consider large fonts and short text to ensure readability.