Run document ads on LinkedIn

Document ads let you promote a full document: a report, one-pager, deck, or comparison sheet, natively in the LinkedIn feed, published straight to the accounts you're targeting. Instead of driving a click first, the content itself does the work: prospects can read (and download) it without leaving the feed, and every interaction is tracked back to the account.

What document ads are

There are three ad formats available now with Userled:

Pick Document and upload the file you want to run. Userled publishes it to your target accounts and shows you a per-account preview of exactly what each account will see before anything goes live.

When to use them

Document ads are a strong fit when:

• You have a high-value asset - an ABM report, competitor comparison, buyer's guide, or industry benchmark.

• You want the content consumed in-feed rather than gated behind a click or form.

• You're running brand awareness or website-visit plays against a defined set of accounts.

• You want reach across a cluster of named accounts (1:Few) or a broader segment (1:Many) using a single strong asset.

They're less suited to lead-capture plays or true 1:1 document personalisation

How to set one up

1. Create or open a LinkedIn campaign in Userled.

2. Choose the ad format: select Document when prompted.

3. Upload your document. Supported types are PDF, PowerPoint (PPT), and Word docs, up to 100MB.

4. Write your ad copy. Add the ad body text and call-to-action, these can be personalised per account.

5. Preview per account. Review the exact document and copy each target account will see.

6. Publish straight to your target accounts.

Tip: LinkedIn performs best with 3–5 documents per ad set, enough variety to test creative without splitting spend too thin.

What's personalisable

Document ads personalise at the ad-copy level, not the document level:

• ✅ Ad body copy: personalisable per account

• ✅ Call-to-action (CTA) copy: personalisable per account

• ❌ The document itself: the same file is reused across the accounts in an ad set, and it can't be edited after upload

Documents are deliberately reused across targets. Faster sync times but the document content is shared rather than uniquely generated per account.

Heads-up: Because the file can't be edited once uploaded, finalise your document before you upload it. To change it, upload a new version.

Supported campaign objectives

Document ads support:

• ✅ Brand awareness

• ✅ Website visits

Not supported:

• ❌ Lead generation - this is a LinkedIn platform limitation on the document ad format, not a Userled restriction.

If your goal is lead capture, use a different ad format or drive traffic to a Userled microsite with a form or calendar booking instead.

Tracking and analytics

Document ad engagement flows into your Userled campaign analytics with account-level engagement tracking, so you can see which target accounts are interacting with the content and fold that into your account view and pipeline reporting.

Note that document ads track engagement at the account level - not contact-level click tracking. Contact-level attribution remains available through Userled's matched-audience contact lists on other formats.

Limitations to plan around

• No contact-level personalisation on document ads - personalisation is limited to ad body and CTA copy.

• Document is not editable after upload - re-upload to make changes.

• Lead gen objective is unavailable (LinkedIn limitation).

• One-to-one (1:1) document ads at scale are not supported yet. Because documents are reused across accounts and can't be regenerated per target, running a unique document per account at volume (e.g. 100+ distinct files) isn't feasible today. For now, document ads are best run as 1:Few or 1:Many plays with a single strong asset.

Quick reference

Want a walkthrough? Talk to your Userled Customer Success Manager.