LinkedIn Document Ads: The Ultimate Guide with Examples25 min read

LinkedIn Document Ads are the perfect mix of content marketing and paid reach.

They let you showcase PDFs, guides, or reports directly inside the LinkedIn feed: no landing pages, no drop-offs, just scrollable, high-intent engagement.

This guide breaks down everything you need to know about them. From specs, setup, and creative best practices to how ZenABM turns that engagement data into real pipeline insight.

LinkedIn Document Ads: Quick Summary

In case you want it short:

• What they are: Scrollable PDFs or decks promoted in-feed. Gate with Lead Gen Forms or keep ungated for reach. Retarget viewers by % viewed.
• Why they work: Lower friction, higher intent, richer signals. Reported engagement can beat other formats, and lead forms can convert in double digits.
• Specs to remember: PDF or PPT up to 100 MB, max 300 pages, consistent page size, intro text ~150 chars, headline ~70 chars, objectives include Awareness, Engagement, Lead Gen.
• Design for the feed: Think slides, not an ebook. Big headlines, short copy, strong visuals, square or feed-native ratios. Aim for 5 to 10 pages.
• Gating strategy: Ungated for authority and reach. Gated for demand gen. Show only 2 to 3 preview pages before the form. Keep forms short and the CTA consistent.
• Targeting: Start with named accounts, engagers, and site visitors. Layer role, seniority, and company size. Expand to lookalikes after you learn.
• Creative that earns the second swipe: One idea per page, visible CTA mid and end, clear directional cues, strong contrast to pop in the feed.
• Budget and pacing: Pick metrics that match the stage. Avoid over-fragmenting. Let campaigns exit learning before judging performance.
• Measure what matters: Opens, % viewed, click-through rate, engagement rate, form open and completion. Compare the cost per 25%, 50%, and 75% view against other formats.
• Pro tips from practitioners: Disable Audience Network, build behavioral retargeting layers, avoid cold gated PDFs, tag UTMs, and keep testing.
• Examples: Gong, Siteimprove, RTB House, KPMG, EY, LSEG, and more show how checklists, data-backed guides, and repurposed reports win.
• Where ZenABM fits: Pulls LinkedIn Ads data at the company level, tags engagement by intent, scores ABM stages, writes back to CRM, routes hot accounts to BDRs, and attributes pipeline to each Document Ad.
• Fast playbook: Sync ads and accounts, launch 3 themes, tag intents, score and push to CRM, retarget warm viewers, reallocate to the highest stage-lift and pipeline per dollar.

What are LinkedIn Document Ads: Overview, Specs, and Technicalities

LinkedIn Document Ads are those carousel-looking posts where you can upload and promote an actual document, like a whitepaper, case study, or guide, directly in the feed.

Instead of sending users off-platform, people can scroll through the file (usually a PDF or PowerPoint) right inside LinkedIn.

They’re part of LinkedIn’s Sponsored Content family and are built for lead generation and engagement.

You can:

• Gate the document behind a Lead Gen Form (viewers must fill it out to access the full thing):

  

• Leave it ungated to boost visibility and thought leadership. Like this one:

  

• Retarget viewers or form-fillers later using Matched Audiences.

Ideal Use Cases

B2B ebooks, ROI calculators, benchmark reports, pitch decks, product one-pagers, or event recaps. Basically, any “downloadable” thing your sales team keeps begging marketing to make.

They work because LinkedIn users are nosy professionals.

They’ll flip through your slides if it looks remotely useful.

Must-Know Specs and Technicalities About LinkedIn Document Ads

We just discussed what LinkedIn doc ads are.

But, before diving into the benefits, best practices and examples, please take a quick look at the core specs and technical details.

Ad Specifications

• Supported file types: PDF, DOC, DOCX, PPT, PPTX. PDFs are recommended.
• Supported PDF layouts:
  • Letter: 8.5 by 11 inches
  • Tabloid: 11 by 17 inches
  • Legal: 8.5 by 14 inches
  • Statement: 5.5 by 8.5 inches
  • Executive: 7.25 by 10.5 inches
  • Folio: 8.5 by 13 inches
  • A3: 11.69 by 16.54 inches
  • A4: 8.27 by 11.69 inches
  • B4: 9.84 by 13.90 inches
  • B5: 6.93 by 9.84 inches
• Maximum file size: 100 MB.
• Page/word limit: Up to 300 pages or up to 1,000,000 words.
• Aspect ratios supported: Vertical, horizontal, square.
• Ad text fields: Introductory text – up to ~150 characters; headline – up to ~70 characters (some older doc says 30, but latest listing shows 70); Ad name – up to 255 characters (ad name is optional).
• Campaign objectives allowed: Brand Awareness, Engagement, and Lead Generation.
• And as we previously discussed, both gated and ungated options are available.

Pro Tip: ZenABM tracks company-level engagement for every ad creative, letting you pinpoint which formats, aspect ratios, and document types, gated or ungated, drive the strongest performance.

Technical & Creative Notes

• Documents should be flattened/merged if using layered PDFs.
• All pages should use the same size within the document (no mix of different page sizes).
• When used with a Lead Gen Form format, you may specify how many preview pages show before gating.
• Hyperlinks within the document might not always work (depending on device/platform). So, test accordingly. Also, LinkedIn says you must ensure that the hyperlinks are safe and preferably ‘https’ ones.

To learn more about the specifications and technical details, you can visit LinkedIn’s documentation and review their copyright guidelines.

Why Go For LinkedIn Document Ads?

Here’s why you should go for LinkedIn doc ads.

1. Boosting Awareness & Nurturing Connections

Doc Ads let you share educational or in-depth content (white papers, case studies, guides) directly in people’s LinkedIn feeds.

That builds trust and positions your brand as a thought leader.

Because the content stays inside LinkedIn, there’s less friction for the viewer, so engagement tends to be higher.

2. Quality Lead Generation with LinkedIn Lead Gen Forms

If your intent is lead capture, you can gate the document behind a Lead Gen Form so users must submit their info to access the full asset.

That means not just clicks, but you collect leads that are qualified.

Also, since the formats support longer content, you can attract more serious prospects willing to engage with depth, so the leads tend to be higher quality.

3. Unveiling Audience Interest & Content Performance

One cool thing: you get insight into how much of the document people actually viewed (25%, 50%, 75%, etc.).

This helps you see not just that someone clicked, but how far they engaged.

That means you can refine your content strategy by tracking key metrics like:

• Which pages hook people?
• Where do users engage but later drop off?
• What topics resonate?

That level of insight supports smarter nurture and retargeting.

4. Seamless UX & Lower Drop-Off

Because the document is viewable without leaving LinkedIn and doesn’t force an external download or link click, you reduce abandonment (especially on mobile devices).

People stay in the feed, swipe through, and engage more comfortably.

That matters especially in B2B contexts where buyers are busy and less inclined to go through hoops that you put up to generate leads.

5. Seem Less Invasive or Salesy

Document Ads feel less “invasive” than big flashy videos or heavy pop-ups because they live within the feed in a familiar format.

That gives your brand presence without annoying the viewer.

6. Retargeting & Funnel Movement

If someone views a document or reaches a certain percentage of it, you can build audiences around that engagement and retarget them with next-stage content or offers.

This gives a smarter way to drive accounts down the funnel rather than just casting a wide net.

7. Better Performance than Other LinkedIn Ad Formats

Among LinkedIn ad formats, LinkedIn doc ads are one of the best.

Doc Ads see ~1.8% average engagement rate – about 4× higher than typical LinkedIn ad formats (~0.44%).

And when paired with LinkedIn’s Lead Gen Forms, conversion rates up to 13% have been reported, far above the ~4% average on the landing page.

Compared to other formats like video ads, text ads, and conversation ads, Document Ads are particularly effective for engaging decision-makers and generating leads, especially when distributing content such as whitepapers and reports directly within the feed.

Best Practices for LinkedIn Document Ads

OK, so after we’re done with the basics, let’s dive into best practices that you must follow to make the best out of your ad spend on LinkedIn doc ads.

Frame the Campaign Objective Correctly: Building Brand Awareness or Getting Demand Gen Forms Filled?

Doc Ads work with Brand Awareness, Website Visits, Engagement, Lead Generation, and Website Conversions.

Choose the objective that matches your real goal, not the one that looks impressive on a dashboard.

Selecting the lead generation objective helps optimize Document Ads specifically for capturing leads, especially when using Lead Gen Forms.

You can run the document ungated for awareness or gate it with a Lead Gen Form when you genuinely want lead generation.

Also, respect the specs.

Upload a single page size across the file, flatten multi-layer PDFs, and verify that hyperlinks are secure and functional.

These small details prevent rejections and broken links.

Design for Scroll, Not Printing

While designing LinkedIn doc ads, think slide deck, not e-book.

• Create pages like a punchy presentation with big headlines, short paragraphs, and strong visuals.
• Avoid multi-column layouts and tiny fonts that die on mobile. The document ads mobile friendly design ensures your content is easily readable on mobile devices, so use large fonts and concise content for the best experience.
• Try leading with an irresistible cover.
• Treat page 1 as your hook and value promise. Feature your brand and a clear benefit. Users decide in seconds whether to keep scrolling.
• Use square or feed-native proportions. A square canvas tends to look best across placements and keeps copy legible on smaller screens.

Remember: Keep it tight. Best performance has been reported in the 5 to 10 page range. Enough value to feel substantial, short enough to finish.

Gating Strategy that Matches Intent

See: Ungated is good for authority, while gated is good for demand gen.

• Share a useful doc freely to build reach and brand search. ‘
• When you gate, preview 2 to 3 pages before the form so people feel the value first. But don’t go higher than 3 or 4 on the number of preview pages. The goal of gated content is to show potential value, and not reveal the entire substance without a sign-up, form-fill, or click. For example, Clix tested two preview versions of their document ad for their client. One with five pages and another with three. The shorter, three-page version outperformed the longer one across every metric: higher CTR, lower CPC and CPA, better conversion rate, and stronger overall engagement.

  

• Keep Lead Gen forms short, mirror the promise in the intro text, and test CTA copy.

And how much form completion rate can you expect?

Well, form completion rate is a function of perceived value, friction, and audience fit.

Benchmarks vary, but form completion typically falls in the low double digits when offer, message, and audience are aligned.

Targeting that Avoids Expensive Spray

Defining your target audience and using precise targeting criteria is crucial for optimizing campaign performance on LinkedIn.

Focused segments, such as 50k to 100k audiences, enable faster learning and reduce wasted spend by ensuring your ads reach the most relevant users based on demographics and psychographics.

Additionally, having an optimized LinkedIn company page can enhance ad engagement and credibility, making your campaigns more effective.

Also, try sequencing by warmth:

• Start with account lists, website visitors, and content engagers.
• Then expand to lookalikes and cold ICP.
• Use matched audiences so your document speaks to the stage the account is in.

Regarding proof, borrow it from your organic.

Promote the offers or angles that already earned engagement on your company page or leadership posts.

Practitioners report stronger paid performance when the creative is validated organically first.

Even Gary Vanyerchuk advises the same: Put money on organic content that works, instead of making guesses.

Creative Ad Copy that Earns the Second Swipe

To ensure your ad creatives make a difference, consider these points:

• One idea per page: Big headline; one point and one visual.
• Directional cues: Add arrows or subtle “scroll to continue” prompts so users do not miss the pagination controls.
• CTA: Put CTA on multiple pages. Go for a light CTA mid-doc and a stronger one on the final page. If ungated, drive to a fast landing experience that matches the promise. If gated, keep the CTA consistent with your form headline.
• Contrast: Use colors and imagery that contrast against the feed, so they pop in a blue-grey LinkedIn UI. Practitioners repeatedly call out contrast as a simple lift.

Pro Tip: Try brand storytelling. Use your Doc Ads to tell a compelling brand story. This approach delivers value and engages your professional audience within the social media platform.

LinkedIn Advertising Bids, Budgets, and Pacing

Coming to the budget and allied factors, start by picking metrics that match your stage.

Use a simple matrix:

• Awareness looks at reach, opens, and percent of the document viewed.
• Consideration adds CTR and engagement rate.
• Lead gen adds open rate for the form, lead rate, CPL, and cost per completion.

Also, avoid over-fragmenting campaigns.

Give budgets room to exit learning and accumulate statistically useful data.

Free Resource: At ZenABM, we have developed a free LinkedIn Ads ABM Budget Calculator.

Measuring What Matters

Track the right Document Ad metrics.

Monitor opens, percent viewed, CTR, engagement rate, and if you gate, then lead-form opens and completion rate.

Add cost per 25%, 50%, and 75% view, as well as cost per completion, to compare against video and carousels.

Mind the objective side effects.

Some practitioners prefer Website Visits for stronger downstream quality, and warn that forcing instant forms can trade lead quantity for quality.

Test both and compare by meeting rate or pipeline, not just CPL.

Pro tip: ZenABM connects ad engagement to CRM deals so you can attribute revenue to specific document ads.

Value, Value and Value!

If you want LinkedIn documents to bring in the most qualified leads, focus on sharing valuable content and high-value content that resonates with your ICP.

High-value content such as white papers, eBooks, and case studies is essential for engaging decision-makers and driving lead generation.

So, resources like thought leadership content (often repurposed reports and whitepapers) work the best.

Example: A B2B software company, Lacework, achieved a 6× ROI by nurturing prospects with a full-funnel approach that included Document Ads for awareness (sharing cloud security reports) and then retargeting those engagers.

Why did it work?

Professionals love insightful content, but they’re busy.

Delivering the report to them on LinkedIn increases the chances they’ll read it.

The Document Ad format basically acts as a content distribution engine, turning whitepapers into lead magnets.

Additional LinkedIn Advertising Tips

We’ve covered the key factors for running LinkedIn Document Ads effectively.

But to help you level up your overall LinkedIn ad strategy, here are some additional pro tips from Reddit:

• Disable the LinkedIn Audience Network: Uncheck this under Placements every time. It’s notorious for bot traffic and click fraud (40%+ fake clicks, mostly puppeteer bots). Keeping it on will drain your budget fast with zero ROI.
• Use a Funnel Strategy (TOFU → MOFU → BOFU): TOFU – run native-feeling video content that offers pure value (educational, relatable, or problem-based); MOFU- retarget viewers who watched 50–75% of that video with content leading to your site (case studies, blogs). BOFU – hit visitors or engaged users with testimonials, product demos, or sales content.
• Build Retargeting Audiences Based on Behavior: Video completions → website visitors → lead forms → demo/bookings. Create different retargeting layers for each stage to move prospects smoothly down the funnel.
• Don’t Waste Budget on Cold Lead Gen PDFs: Gating a generic whitepaper for cold audiences = expensive trash leads. Use ungated content early, then gate later when intent is proven.
• Track UTM Parameters & Use Cross-Platform Retargeting: Tag all URLs with LinkedIn UTMs, then use those visitors to create cheaper retargeting audiences on Meta or Google. Lets you use LinkedIn’s precise targeting but re-engage elsewhere at lower cost.
• Utilize LinkedIn’s Free Advisor Program: LinkedIn offers a 45-day ad advisor service where reps help optimize your campaigns. If you’re new or managing a larger spend ($10K+), it’s worth using for setup and audit support.
• Build and Maintain Target Lists: Upload past customers, engaged contacts, and warm prospects to create lookalikes or refine targeting.
• Prioritise Continuous Testing: A/B test creatives, offers, and CTAs constantly. Rotate ad fatigue every 2–3 weeks to maintain CTRs.

Top 10 LinkedIn Document Ad Examples

Done with the theory-preaching, let me show you some real examples now:

1. Grin (Influencer Marketing SaaS)

Ad: A multi-page guide on influencer marketing tips.

Why it worked: Visually striking design with contrasting colors and graphics to highlight key points, plus a strong CTA (“Unlock Full Document”). The ad preview delivered value upfront, capturing attention and encouraging users to access the full downloadable document after previewing the guide.

Outcome: High engagement and conversion, demonstrating how an informative thought leadership doc can drive leads on LinkedIn.

2. Gong (Revenue Intelligence SaaS)

Ad: A gated cold call and email templates playbook.

Why it worked: Gong leveraged a striking data point (analyzing 304,174 interactions) on the cover to establish credibility. The ad’s bold headline and “Download” CTA clearly conveyed value (templates backed by Gong’s data).

Outcome: By proving its expertise with hard numbers, Gong’s Document Ad enticed sales professionals – showcasing a compelling offer that drove high click-through and lead form submissions. After submitting the lead form, users could access the entire document directly within the ad experience, promoting seamless engagement with the ungated content.

3. Siteimprove (Web Optimization SaaS)

Ad: “Website Redesign in 7 Steps” checklist (ungated preview).

Why it worked: The ad provided immediate value – a step-by-step checklist relevant to Siteimprove’s audience (web managers). By letting users access the content freely and scroll through tips without leaving directly within the LinkedIn feed, it built trust and whetted appetites for the full resource.

Outcome: Widely cited as an effective example, this Document Ad drove engagement and brand awareness. Siteimprove reached many new prospects by sharing a practical checklist, with interested readers converting via the embedded Lead Gen Form to download the complete PDF.

4. RTB House (Ad Tech)

Ad: An educational document about cookie-less advertising (complete with a clever cookie image on the cover).

Why it worked: As a marketing technology provider, RTB House used a Document Ad to educate a niche audience (advertisers preparing for a world without third-party cookies). The ad provided inspiring content that both educated and motivated its target audience. Also, the creative visuals (cookie theme) made it memorable.

Outcome: The campaign was tightly targeted (e.g. run for 7 days in the Netherlands) and garnered under 1,000 impressions due to the narrow focus. However, those who saw it were highly relevant, leading to quality engagements. It’s a fine example of using Document Ads for very specific mid-funnel education of a small but important audience.

5. Parcel Panel (E-commerce Shipping SaaS)

Ad: A case study highlighting how one client cut order tracking costs by X%.

Why it worked: The ad’s cover featured astronomical success stats (e.g. “Saved $Y in WISMO costs”) to grab attention, and explicitly mentioned the real client (The Period Company) to add credibility. The document then detailed how Parcel Panel achieved these results.

Outcome: The bold numbers drew in even viewers unfamiliar with the term “WISMO,” and the validated results built trust. This ad did have a limited budget (under 1k impressions), but it produced very high-quality leads.

6. KPMG (Big 4 Consulting)

Ad: A thought leadership whitepaper on AI and data-driven transformation.

Why it worked: KPMG’s ad put a professional, relatable face on the cover (a person image) and leveraged trending topics (“AI,” “success,” “transformation”) in the title. This combination may seem cliché, but it resonates with a broad executive audience. The document preview included an easy-to-navigate table of contents and compelling stats.

Outcome: By aligning content with its corporate identity and hot industry themes, KPMG delivered a safe but effective Document Ad. It reinforced KPMG’s expertise in emerging tech and generated engagement from decision-makers interested in AI strategies.

7. EY (Ernst & Young Canada)

Ads (multiple): EY ran a series of Doc Ads to share stories and insights more engagingly.

Why it worked: EY found Doc Ads to be a perfect fit for top-of-funnel awareness. They repurposed existing thought leadership and “activation pieces” into swipeable content, allowing them to go to market 10× faster than creating new assets. They also A/B tested different title pages within Doc Ads to see which themes resonated, essentially using the format as a marketing lab. For example, changing the title slide on an ad gave insights into consumer perception of different messages.

Outcome: EY saw a 50% reduction in cost-per-follower for their LinkedIn page by using Doc Ads for brand content. The ability to test and iterate quickly led to more effective creatives across all formats. EY’s social team noted that repetition and recognizable EY branding on those document slides helped drive strong recall and favorability.

You can read more of this case study on LinkedIn’s own page.

8. London Stock Exchange Group (Financial Services & Data)

Ads (multiple): LSEG had a trove long-form content, including whitepapers and detailed articles (on topics like fintech, market data, etc.) and repurposed many into LinkedIn Document Ads.

Why it worked: Previously, LSEG drove traffic to off-site PDF downloads, losing insight into readership. By bringing the content into LinkedIn’s feed, they offered a more enticing, edge-to-edge reading experience. Readers could scroll through rich insights without leaving the platform, which kept them engaged. LSEG layered this with other LinkedIn ad products for retargeting down the funnel.

Outcome: Engagement levels stayed high. In fact, viewers who interacted with LSEG’s Doc Ads became 2.3× more likely to click on LSEG’s other sponsored content later on. This stat, from LSEG’s case study, underscores how Doc Ads helped nurture their audience. Overall, LSEG saw improved lead nurturing and could track content consumption much better than when using landing pages. It’s a prime example of an enterprise successfully using Document Ads for brand awareness and education.

9. Invest Qatar (Economic Development)

Ad: A series of investor-targeted documents promoting Qatar as a business destination, designed to reach a highly targeted audience based on industry and region.

Why it worked: Invest Qatar combined Sponsored Content + Document Ads + Lead Gen Forms to create a funnel. The Document Ads provided rich information about opportunities in Qatar, tailored to specific industries and regions to engage the target audience. By delivering this content in-feed, they could extend their reach in target geographies beyond their followers. The lead forms let interested investors easily request more info.

Outcome: The publicly shared case notes that Invest Qatar extended the reach of their campaigns significantly using Document Ads.

10. A Redditor’s Testimonial

This one’s not a typical example by the first, but a testimonial on Reddit.

The user claims that LinkedIn Document Ads are the best.

He shared that his SaaS company was getting 20–30 leads a week from a mix of Google and LinkedIn, and most LinkedIn leads came via Document Ads.

ZenABM For Your LinkedIn Document Ads ABM Strategy

If you’re running LinkedIn document ads with an account-based marketing perspective, ZenABM can help you make the best of your budget.

Here’s the workflow:

1. Plan

• Connect LinkedIn Ads in ZenABM and sync campaigns and campaign groups.

  

  

  

• Import or build target account lists, then slice by ICP, tier, and persona.
• Define intents (what messaging does the ad carry?) for each Document Ad, like pricing. evaluation guide. integration checklist. ROI study, etc.
• Map buyer roles to asset fit. Like, Finance gets cost and risk. Marketing gets playbooks and benchmarks. Product gets technical integrations.

2. Launch

Tag every campaign with an intent in ZenABM (the intent that I discussed in step 1).

The tag travels with the data, so you can see which themes drive engagement at the company level.

Try spinning variants by persona or vertical. Like, the core document can remain the same, but each different ad group can have a different opener and CTA that speak to the role’s pain.

Also, remember to gate where it makes sense.

Use Lead Gen Forms for lower-funnel offers. Keep top-funnel assets ungated to maximize reach within named accounts.

Though if you’re totally ABM focused, you don’t need to gate content.

ZenABM will deanonymize the accounts viewing your ads anyway.

3. Measure at the Company Level

Once the campaigns are live, ZenABM will capture company-level engagement via LinkedIn’s official Ads API.

It will aggregate impressions, clicks, engagements, ad spend, etc., by company and by campaign/campaign group.

Also, ZenABM will group companies by the intents they engaged with.

You’ll be able to see which themes each account is leaning toward.

ZenABM will also aggregate engagement rolls into a company score – both historic and current engagement scores.

Plus, the tool will assign ABM stages to each account based on LinkedIn ad engagement data and data from your CRM.

The thresholds for these stages are customizable at your end:

5. Route and Act from Your CRM

Once all the ad engagement data is available, write it back to CRM as company properties.

ZenABM does that automatically.

Both quantitative engagement data and qualitative intent data are pushed to the CRM:

Then assign BDRs to hot accounts that have gained a certain level of engagement metrics or have reach a certain stage.

ZenABM does that too, automatically!

Now your BDR can instantly engage hot accounts right from the CRM, armed with clear insight into each account’s interests and intent.

Their outreach, whether through DMs, emails, or follow-ups, becomes highly personalized to the company’s specific pain points and buying signals.

6. Optimize and scale

• Creative and theme A/B tests: Test different cover lines, first slide headlines, CTA verbs, gated vs ungated versions, etc.. ZenABM will compare performance by company and not just by aggregate metrics. In fact, as ZenABM connects to your CRM to match ad-engaged companies with the deals in your CRM, it will also give you the ROI of each ad campaign and campaign group.      
• Budget reallocation: Shift spend to intents based on their performance, as visible in ZenABM.
• ROI Attribution: As ZenABM ties pipeline and revenue back to each ad creative, you’ll be able to give detailed reports about the success of your LinkedIn document ads.

A Simple Playbook You Can Run This Quarter

• Sync LinkedIn Ads in ZenABM and import your tiered account list.
• Launch three Document Ad themes. Cost benchmark. Buyer checklist. 30-day pilot plan.
• Tag campaigns with intents and ship persona variants.
• Let ZenABM score company engagement and push properties to your CRM.
• Route pricing and pilot intent to BDRs with role-specific follow-ups.
• Retarget warm accounts with a short case study document.
• Reallocate budget to the intent that produces the most stage advancements and pipeline per dollar.
• Report on engaged accounts, stage movement, and revenue influenced inside ZenABM.

What to Track in ZenABM Dashboards?

• Accounts reached vs engaged within your named list
• Top intents by stage movement
• Engagement score distribution by tier
• Campaign group comparison for cost per engaged account
• Pipeline per dollar and ROAS tied to Document Ads
• Time to first sales touch after engagement write-back

Why Does This Work?

• Relevance at capture: LinkedIn gets the document in front of the right titles at the right accounts.
• Clarity of signal: ZenABM translates document interactions into company-level intent that sales can act on.
• Closed-loop learning: Pipeline and revenue roll back to the creative themes that drove them, so the next dollar is smarter than the last.

Next Steps

LinkedIn Document Ads aren’t just another shiny object in the ad manager.

They’re what happens when content marketing finally grows up and meets distribution.

They let you turn the whitepapers collecting dust in your drive into living, scrollable experiences that build trust, generate real leads, and reveal what your audience actually cares about.

But the real power comes when you stop treating them as one-off campaigns and start folding them into an ABM system that learns, adapts, and converts.

That’s exactly what ZenABM was built for.

From syncing LinkedIn Ads and CRM data to surfacing company-level engagement and intent, ZenABM helps you see which accounts are leaning in and why, so your next move isn’t a guess.

If you’re ready to stop running blind and start turning engagement into revenue, it’s time to bring your Document Ads under ZenABM.

Book a demo now to know more or try it yourself for free!