When it comes to LinkedIn Ads, Document Ads are one of the most powerful formats available today. The short answer is: yes, you should absolutely be using them. But the reasons why might surprise you.

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Why document ads are so engaging

Document Ads appear directly in the news feed and allow users to scroll through slides of a document or presentation. This makes them:

• Highly interactive and attention-grabbing
  
• Among the top two most engaging formats (alongside Thought Leader Ads)
  
• Perfect for building awareness while offering value
  
  

At launch, Document Ads could only run under the Engagement Objective. The good news? They averaged 6–14% click-through rates with CPCs between $1–$2. The bad news? Every interaction—including simply clicking to the next slide—was counted as a paid click.

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The game changer: website visits objective

LinkedIn later enabled Document Ads under the Website Visits Objective, and this completely changed the game.

Here’s why:

• All scrolling interactions are free.
  
• You only pay when someone clicks the CTA button under the document.
  
• Engagement costs drop dramatically, with CPCs often about a third of other objectives.
  
  

Even if you need to bid higher ($15–$20 per click) to keep your Document Ad competitive, the free engagement offsets the higher CPC, making this format extremely cost-effective.

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What kind of documents perform best

Not every type of document works. We’ve tested ebooks and guides, and they often fail—especially on mobile—because they feel like walls of text. Instead, we recommend:

• Pulling out key points or stats from your long-form content
  
• Designing each as a single, scannable slide
  
• Adding a right arrow in your graphics to signal scrolling
  
• Formatting as 1200x1200 pixel PDFs for upload
  
  

This approach delivers bite-sized, high-value content that drives both engagement and clicks.

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Key takeaway

Document Ads combine high engagement with cost efficiency—when used under the Website Visits Objective. Focus on short, visual, scroll-friendly slides instead of dense text to get the best results.

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