Create document ads in Campaign Manager

Last updated: 10 hours ago

With document ads, you can promote documents directly in the LinkedIn feed and on the LinkedIn Audience Network. Document ads include a document, headline, introductory text, and a download button. If you select Lead Generation as your campaign objective, you’ll need to attach a Lead Gen Form.

Who can use this feature?

You must have super admin, content admin, or Sponsored Content poster access on your ad account's Page and creative manager access or higher on your ad account to create a document ad.

Before creating a document ad, create a new campaign and select brand awareness, engagement, website visits, website conversions, or lead generation as the objective. You can also create new ads for an existing document campaign by editing your campaign. 

To add a document ad to your campaign, you can either create a new ad or select a previously created ad by browsing existing content.    

Create a new ad 

To create a new ad: 

  1. Go to the Ads in this campaign page in Campaign Manager.  

    • New campaign - If you're creating a new campaign, you'll go to the Ads in this campaign page after selecting your campaign settings. 
    • Existing campaign - To add an ad to an existing campaign, you can edit the campaign to go to the Ads in this campaign page.  

  2. Click Create new ad. 

  3. Complete the following fields:  

    • Name this ad (optional) - Only visible in Campaign Manager.   
    • Introductory text (optional) - Content will appear above the document preview. 

  4. In the Document section, click Upload or select to select an existing document or upload a new document. The Document Library dialog opens. 

    • To find an existing document, you can use the search bar, the Filters dropdown menu to filter by page counts, or the Newest dropdown menu to sort documents by newest, oldest, or alphabetically.  
    • To upload a new document, click Upload, select the document, and click Open. The Preview and Add dialog opens.

    Important to know

    • You can select and upload up to five documents. 
    • Some documents might be unavailable for selection. This is due to a technical limitation related to any documents uploaded before November 2023 that were used in lead generation, website visits, or website conversions campaigns, and a preview page selection was made. If you’d like to select one of those documents, upload it to the Document Library again. 

    • In the Filename box, you can rename your document up to a maximum of 255 characters.
    • Click Add to library to add the chosen document and preview it in the Document Library.
    • Click Select to choose the document for your ad campaign.

  5. If you selected lead generation, website visits, or website conversions as your campaign objective, move the slider to select how many pages can be previewed. 

  6. Enter a Headline. By default, the headline is pre-filled with the file name. 

  7. If you selected lead generation as your campaign objective, complete the Form details section. 

    • The lead generation objective has a single default Unlock full document CTA option. 
    • You can select a previously created Lead Gen Form or create a new Lead Gen Form.

  8. If you selected website visits or website conversions as your campaign objective, enter a destination URL and use the dropdown menu to select a Call-to-action button. 

  9. Click the Save ad button in the lower-right corner.  

Browse existing content

To select a previously created document ad: 

  1. Go to the Ads in this campaign page in Campaign Manager.  

    • New campaign - If you're creating a new campaign, you'll go to the Ads in this campaign page after selecting your campaign settings. 
    • Existing campaign - To add an ad to an existing campaign, you can edit the campaign to go to the Ads in this campaign page.  

  2. Click the Browse existing content button. 

  3. Select the checkboxes to the left of the ads you’d like to add to your campaign. 

    • From your most recent content, a maximum of 100 Direct Sponsored Content creatives and 100 Company Page posts will display in Campaign Manager, totaling 200 available content creatives per campaign.  
    • You can remove ads from the library of existing content by selecting the ad and clicking the Remove from library button in the lower-right corner. 

  4. Click the Sponsor button in the lower-right corner. 

  5. If you selected lead generation as your campaign objective, you’ll need to associate a Lead Gen Form with each ad in your campaign.  

    • From the Ads in this Campaign page, click Associate a Lead Gen Form below the ad name and details. 
    • Use the dropdown menus to select a Call-to-action button and Form. You can select a previously created Lead Gen Form or create a new Lead Gen Form. 
    • Click the Save button in the lower-right corner. 

After creating or selecting ads for your campaign, you can:

  • Duplicate, view, edit, manage tracking, show in feed, or remove an ad by clicking the More icon to the right of the ad.   
  • Choose your ad rotation options by clicking the Gear icon to the right of Ads in this campaign.
  • Click the status dropdown menu to change the status of the ad from Draft to Active. Your ads cannot be reviewed while in the Draft status. To run your ads, the status must be changed to Active. 

When you’re ready, you can launch your new campaign or save changes to an existing campaign. Your ads will be reviewed and, if approved, are displayed based on your campaign settings. 

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