Request a callLinkedIn document ads that make buyers read before they talk to sales
Document ads let members read a PDF, deck or guide inside the feed, with an optional form after a set number of pages. PlanConversion builds documents around buyer questions, chooses gated or ungated by funnel stage, and uses reading and form data to qualify interest and feed retargeting.
Built for: Teams with useful content, such as a benchmark, playbook, framework or buyer guide, that buyers in the ICP would read.
Last updated
What usually goes wrong
Content is a product brochure
Senior buyers read documents that help them decide, not documents that describe features.
Everything is gated
Gating every asset limits reach and trust before a buyer knows what is inside.
Readers are not followed up
Engagement data stays in the platform instead of triggering a next step.
What is included
The exact scope is set after an initial diagnostic.
Document strategy
Pick topics from sales calls, objections and buying committee questions.
Format and length
Short, visual, skimmable documents built for the feed.
Gating decision
Ungated for reach and retargeting, gated for deeper assets and offers.
Follow-up sequence
Retarget readers with the next asset, demo offer or case study.
How it works
Choose the question
Answer the question your buyers ask before they buy.
Design the document
Make it useful on its own, with a clear next step at the end.
Launch and retarget
Build audiences from readers and move them to the next offer.
Learn from reading data
Use page drop-off to improve the next document.
What you get
- Document concept and outline
- Designed PDF or deck
- Ad copy and audience plan
- Reader retargeting audiences
- Document performance report
How success is measured
LinkedIn document ads: common questions
More LinkedIn Ads programs
Should document ads be gated?
Use ungated documents when you want reach, trust and retargeting audiences. Use gated documents when the asset is valuable enough to exchange for contact details. Many teams run both.
What makes a good document ad?
A specific problem, an original point of view, short pages and a clear next step. Generic overviews and brochures rarely perform.
Not ready for a full engagement? Start with something free.
Four low-commitment ways to see how we think before you spend anything. No contract, no sales script.
Claim your free audit
With read-only access to your Google, LinkedIn and Meta accounts, we show where spend is leaking and what to fix first.
Claim the audit 30 minutesBook a free strategy session
A working conversation with a senior strategist about your goals, your market and the fastest route to pipeline.
Book the session Free snapshotGet a competitor and market snapshot
A short read on who else is competing for your buyers, where they are winning and where the gap is for you. No account access needed.
Request the snapshot Free checkCheck your AI search visibility
See how ChatGPT, Perplexity and Google AI describe your brand, and which competitors they recommend instead.
Run the check