LinkedIn Document Ads have emerged as one of the most effective ad formats for B2B marketers. By allowing you to share PDFs, slideshows, and multi-page content directly in the LinkedIn feed, Document Ads transform passive scrollers into engaged readers. According to 2026 LinkedIn advertising benchmarks, Document Ads deliver the lowest cost-per-lead among all LinkedIn ad formats, averaging $38-$82 CPL—making them essential for any serious B2B advertising strategy.
LinkedIn Document Ads are sponsored content that displays multi-page documents directly in the LinkedIn feed. Unlike standard image ads, Document Ads let users swipe through multiple pages without leaving the platform.
Each page of your uploaded PDF becomes a swipeable frame. Viewers can read your entire presentation, guide, or report while staying engaged in their feed experience. This format combines the rich storytelling capability of carousel posts with the professional credibility of downloadable content.
Document Ads work particularly well for:
Getting your technical specs right ensures your Document Ads display correctly across devices. Here are the current specifications:
| Specification | Requirement |
|---|---|
| File Format | |
| Maximum File Size | 100 MB |
| Maximum Page Count | 300 pages |
| Recommended Slide Size | 1080 x 1080 pixels (1:1 square) |
| Minimum Resolution | 1080 x 1080 pixels |
| Maximum Dimensions | 4320 x 4320 pixels |
| Optimal Slide Count | 5-10 slides |
Important: While LinkedIn allows up to 300 pages, engagement data suggests that reader attention drops significantly after 6-7 slides. Focus on delivering value within 5-10 concise pages rather than creating lengthy documents.
Create your PDF using design tools that allow precise control over layout:
Design each page at 1080 x 1080 pixels for optimal mobile display. This square format works best across all LinkedIn placements and device types.
Over 60% of LinkedIn users access the platform via mobile devices. Design with mobile-first principles:
In LinkedIn Campaign Manager:
For maximum lead capture, pair Document Ads with LinkedIn Lead Gen Forms. These pre-filled forms achieve 5-10x higher conversion rates than landing pages because users don't need to manually enter their information.
You can either:
Lead with value on slide one. Your opening slide determines whether viewers continue swiping. State exactly what they'll learn and why it matters to them.
Tell a story across slides. Structure your document with a clear beginning, middle, and end. Each slide should logically flow to the next, building toward a conclusion or call-to-action.
End with a clear CTA. Your final slide should direct viewers to take specific action—whether that's requesting a demo, downloading the full report, or visiting your website.
According to LinkedIn advertising experts, effective Document Ads share these characteristics:
Watch your frequency. LinkedIn's 2026 guidance recommends capping Document Ad impressions at 3-4 per user per day. Exceeding this can tank your relevance score and increase CPCs by 40-80%.
Test document length. While shorter documents (5-7 slides) often see higher completion rates, longer documents may generate more qualified leads who've invested time reading your content.
Refresh creative regularly. Document Ads can suffer from fatigue faster than other formats because viewers remember specific content. Plan to refresh every 3-4 weeks.
Many marketers confuse Document Ads with Carousel Ads. Here's how they differ:
| Feature | Document Ads | Carousel Ads |
|---|---|---|
| File Format | PDF only | JPG, PNG, GIF |
| Purpose | Educational content, reports | Multiple products, features |
| Gating Option | Can require lead form | Each card has separate URL |
| User Experience | Swipe through document | Swipe through image cards |
| Best For | Thought leadership, guides | Product showcases, portfolios |
Choose Document Ads when you want viewers to consume sequential content. Choose Carousel Ads when you want each card to drive to different landing pages.
Track these metrics to optimize your Document Ads:
Benchmark your results against 2026 standards: world-class CTR sits at 1.3%+ for Document Ads, with lead form completion rates of 18%+ achievable for well-targeted campaigns.
LinkedIn Document Ads only support PDF files. The maximum file size is 100 MB with up to 300 pages allowed. For optimal performance, keep your document under 10 MB total by optimizing images before adding them to your design.
While LinkedIn allows up to 300 pages, research shows that engagement drops after 6-7 slides. For most B2B campaigns, 5-10 well-crafted slides deliver the best balance of information and engagement.
Yes, Document Ads pair exceptionally well with LinkedIn Lead Gen Forms. You can gate the document behind a form or allow free viewing with a form CTA at the end. Lead Gen Forms typically see 5-10x higher conversion rates than landing page forms.
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