LinkedIn Document Ads: Sizes, Specs and Requirements

LinkedIn Document Ads let advertisers publish reports, guides, presentations, case studies and other downloadable materials directly in the feed.

Users can preview a document without opening a separate landing page. Advertisers can provide unrestricted access, collect leads through a LinkedIn Lead Gen Form or direct users to a website, depending on the campaign objective.

This guide covers LinkedIn Document Ad formats, page sizes, file requirements, text limits, Lead Gen Forms and creative best practices.

What Is a LinkedIn Document Ad

A LinkedIn Document Ad is a Sponsored Content format that allows advertisers to promote documents directly in the LinkedIn feed and LinkedIn Audience Network.

Users can read and download the document without leaving LinkedIn or the third-party website where an Audience Network ad appears.

Document Ads are supported in both Classic and Accelerate ad sets. They are currently available for the following objectives:

• Brand awareness
• Engagement
• Lead generation
• Website visits
• Website conversions

Common document types include:

• E-books
• White papers
• Reports
• Case studies
• Checklists
• Infographics
• Research
• Presentations
• Product guides

A standard LinkedIn Document Ad includes:

• The header of your LinkedIn Page
• Introductory text
• A document preview
• A headline
• A download button
• A destination URL or Lead Gen Form, depending on the objective

All documents are downloaded as PDF files, regardless of the original uploaded format. (linkedin.com)

How LinkedIn Document Ads Work

The advertiser uploads a document to LinkedIn Campaign Manager. LinkedIn then creates an in-feed preview that users can open and browse page by page.

The user journey depends on the campaign objective.

Document access without a Lead Gen Form. Users can preview and download the document without submitting their contact information. This option suits campaigns focused on increasing content reach, building brand awareness, sharing research, demonstrating expertise or generating engagement.

Document access with a Lead Gen Form. A Lead Gen Form can be attached when the Lead Generation objective is selected. Users can view a selected number of preview pages; to access the complete document, they must click Unlock full document and submit the form. LinkedIn Lead Gen Forms automatically populate available contact and profile information, which reduces the amount of information the user must enter manually. Lead Gen Forms are not available for single-page documents because at least one page must remain available as a preview. (linkedin.com)

Website visits and website conversions. Document Ads can also be used with the Website Visits and Website Conversions objectives. Depending on the campaign setup, the ad can include a destination URL and CTA that directs the user to an external landing page. (linkedin.com)

LinkedIn Document Ad Format Options

LinkedIn supports three document orientations:

• Vertical
• Square
• Horizontal

LinkedIn does not require one specific pixel size for each orientation. Advertisers can use standard document layouts or custom page dimensions.

All pages in the uploaded document should use the same dimensions.

The best orientation depends on:

• The type of content
• The amount of text
• The width of charts and screenshots
• The device used to view the document
• Whether the document already exists in another format

Vertical documents. Vertical pages are suitable for reports, guides, white papers, checklists and other text-led materials.

Square documents. Square pages work well for visual guides, short case studies, frameworks and educational content created specifically for the LinkedIn feed.

Horizontal documents. Horizontal pages are suitable for presentations, diagrams, product screenshots and existing slide decks.

Comparison on Mobile Devices

Document orientation affects how large each page appears inside the mobile document viewer.

Horizontal. A horizontal page must fit its full width inside a narrow mobile screen, which can make small text, detailed charts, product interface labels, large tables, footnotes and multi-column layouts difficult to read. Horizontal format works best when the document depends on wide visuals and uses large text.

Square. Square pages provide more vertical screen coverage than horizontal pages while preserving enough width for short text blocks and visual elements — a good fit for visual case studies, process explanations, data summaries, step-by-step guides and short educational documents.

Vertical. Vertical pages usually occupy more mobile screen space at the same viewing width, leaving more room for readable text, structured content, illustrations, checklists, short charts and key findings. For mobile-first campaigns, vertical or square documents are usually more practical than horizontal presentations — this is a creative recommendation, not a LinkedIn delivery requirement.

Technical Requirements

LinkedIn applies the following technical requirements to Document Ads:

• Supported file types: PDF, DOC, DOCX, PPT and PPTX
• Maximum file size: 100 MB
• Maximum number of pages: 300
• Maximum word count: 1 million
• Maximum number of documents that can be selected and uploaded: 5
• Supported orientations: vertical, square and horizontal
• Lead Generation objective: PDF files only
• Recommended document length: fewer than 10 pages

Videos, GIF animations, presentation transitions and other animated elements are not supported. LinkedIn displays them as static images.

PDFs with multiple layers must be flattened or merged.

If a PDF contains pages with different dimensions, the pages must be adjusted to the same size before upload. (linkedin.com)

Standard document sizes. LinkedIn supports common document layouts, including:

Custom page dimensions can also be used. Keep the dimensions and orientation consistent throughout the document. (business.linkedin.com)

Vertical Document Format

Vertical documents are suitable for content that users read from top to bottom.

Common vertical page formats include:

• A4
• Letter
• Legal
• B5
• Custom portrait layouts

Recommended uses. Use a vertical document for e-books, white papers, reports, research, checklists, product guides, educational content and industry analysis.

Design recommendations. Use a clear page structure: a title or section heading, a short introduction, the main point or supporting evidence, a visual element and a summary or next step. Avoid placing several narrow columns on one page — multi-column layouts and small fonts are difficult to read inside the LinkedIn document viewer.

The first page should explain what the document contains, who it is for, what the reader will learn and why the information is useful. LinkedIn recommends avoiding small font sizes and multiple columns because they reduce readability. (linkedin.com)

Square Document Format

Square documents combine mobile screen coverage with enough width for visual layouts.

They can be created in tools such as:

• PowerPoint
• Figma
• Adobe Illustrator
• Canva
• Google Slides

The final document should be exported as a PDF before upload, especially when it will be used with the Lead Generation objective.

Recommended uses. Use a square document for case studies, visual reports, frameworks, process explanations, educational content, product overviews, data summaries, and lists and checklists.

Design recommendations. Use one main idea per page. A practical square page can include a short headline, one key statement, one chart, illustration or screenshot, and a short supporting explanation.

Do not treat the document as a random collection of social media images — each page should continue the idea introduced on the previous page. Keep titles, page numbers, logos, section labels and navigation elements in consistent positions.

Horizontal Document Format

Horizontal documents are commonly used for presentations and existing slide decks.

They provide more room for:

• Wide charts
• Product screenshots
• Timelines
• Diagrams
• Tables
• Side-by-side comparisons

Recommended uses. Use a horizontal document for presentations, webinar materials, sales decks, product demonstrations, market reports, business proposals and event materials.

Main limitation. Horizontal pages can be difficult to read on mobile devices — text that is readable in a desktop presentation may become too small inside the mobile document viewer. Before uploading a horizontal document, increase the font size, reduce the amount of text, remove unnecessary footnotes, simplify charts, avoid large tables and check every page on a mobile screen. Do not upload an existing presentation without reviewing its mobile readability.

Free Document Ads vs Lead Gen Form Ads

“Free document ad” is not the official name of a separate LinkedIn format.

In this guide, the term describes an ungated Document Ad that allows users to access the complete file without submitting a Lead Gen Form.

When to use an ungated document. Use unrestricted access when reach matters more than lead volume, the content introduces a new topic, the document supports thought leadership, the audience is not ready to submit a form, or the document provides broad educational value.

When to use a Lead Gen Form. Use a Lead Gen Form when the document provides clear commercial value, the audience already understands the problem, the asset supports the sales process, the company has a lead follow-up system, or the requested form fields match the value of the document. LinkedIn allows advertisers to select how many pages a user can preview before the form appears — the preview should show enough information to explain the value of the document without providing the complete content. (linkedin.com)

LinkedIn Document Ad Text Requirements

Ad name. The ad name is optional and visible only inside Campaign Manager, with a maximum length of 255 characters. Use an internal naming system that identifies the campaign, audience, document, objective and creative version — for example, Q3_CFO_Report_LeadGen_V02.

Introductory text. The introductory text appears above the document preview. Recommended length is up to 150 characters to reduce truncation; the maximum is 3,000 characters. URLs longer than 23 characters may be converted into shortened links, so put the main message at the beginning. A practical structure identifies the audience or problem, states what the document contains, then explains the benefit.

Headline. The headline appears with the document. Recommended length is up to 70 characters to reduce truncation; the maximum is 200 characters. LinkedIn automatically fills the headline field with the file name, but advertisers can replace it with a clearer one — for example, Final_Report_V8.pdf is a weak headline, while 2026 B2B Demand Generation Benchmark Report is a clear one.

Lead Generation CTA. Document Ads using the Lead Generation objective use the CTA Unlock full document. The user must submit the attached Lead Gen Form before accessing the complete document. Text shortening can vary depending on the device and the characters used in the ad. (linkedin.com)

Hyperlinks, Downloads and Interactive Elements

Hyperlinks. Links inside the document are not clickable in the LinkedIn document viewer — they become clickable only after the user downloads the document. Do not rely on an in-document link as the only conversion path; use the ad-level CTA when the campaign objective supports one. LinkedIn also recommends using secure hyperlinks. (linkedin.com)

Downloads. All documents are downloaded as PDF files, even when the original file was uploaded as DOC, DOCX, PPT or PPTX. LinkedIn recommends uploading a PDF for the best quality, since converting another file type may affect the result. (linkedin.com) Before launching the campaign, download and check the final file: confirm that links work, fonts display correctly, images remain clear, page order is correct, no elements are cropped and the file name is suitable for external users.

Videos and animations. Videos, transitions and animations do not play inside Document Ads — they are displayed as static images. Replace animated elements with static screenshots, diagrams, numbered steps, before-and-after comparisons or separate pages showing each stage.

Calls to action inside the document. CTA elements inside the document are not clickable in the LinkedIn viewer. A visual CTA can explain the next step, but users should not need to click it while browsing the document. For downloaded documents, add secure hyperlinks that work inside the exported PDF. (linkedin.com)

LinkedIn Document Ad Best Practices

Communicate the value on the first page. The first page is the document cover and the first content users see. Include a specific title, a clear target audience, a practical benefit, a simple visual and your brand.

Avoid vague titles such as Our New Guide, Industry Insights or Business Solutions. Use specific titles such as 2026 SaaS Customer Acquisition Benchmark, B2B Paid Media Budget Planning Checklist or Five Steps to Reduce Enterprise Sales Cycles.

Keep the document concise. LinkedIn supports up to 300 pages but recommends fewer than ten — a shorter document is easier to preview and scan. (linkedin.com) Remove repeated introductions, long company descriptions, decorative pages, unnecessary methodology and information that does not support the main topic.

Use readable typography. Avoid small fonts and dense paragraphs. Use short sections, clear headings, strong contrast, consistent spacing, limited line length and simple page layouts, and review the document at the approximate size it will appear on a mobile screen.

Avoid multiple columns. Multi-column pages may work in printed reports but are difficult to read in the LinkedIn viewer. Use one main content column whenever possible. (linkedin.com)

Use one main idea per page. Each page should have a clear purpose — for example, define the problem, present one finding, explain one process, show one example or summarise one recommendation. This makes the document easier to scan and helps users understand the page sequence.

Make charts readable. Simplify charts before uploading them: remove unnecessary grid lines, small labels, long legends, decorative data and excessive categories. Use a title that explains the conclusion instead of only naming the metric.

Use consistent page dimensions. Every page should use the same size and orientation — mixed page dimensions must be adjusted before upload. (linkedin.com)

Flatten complex PDFs. Merge or flatten PDF layers before uploading the file — this reduces the risk of incorrect rendering. (linkedin.com)

Avoid information that becomes outdated quickly. LinkedIn recommends limiting prices, temporary offers, frequently changing URLs, short-term product information and time-sensitive statistics without a date — this reduces the risk of distributing an outdated document. (linkedin.com)

Match the preview to the objective. For awareness and engagement campaigns, unrestricted access reduces friction. For lead generation, show enough preview pages to establish the value of the asset before requesting contact information — users should understand what they will receive before opening the form.

Use a clear next step. The final page should explain what the reader should do next — visit a product page, read a related report, register for a webinar, request a consultation, contact the company or follow the LinkedIn Page. Remember that links become clickable only after the document is downloaded.

Test document variables separately. Useful tests include the first-page headline, document orientation, number of pages, preview page count, introductory text, ad headline, ungated access versus Lead Gen Form, report versus checklist, and data-led versus problem-led opening. Keep the audience and campaign settings stable when comparing creative variables.

Which LinkedIn Document Format Should You Choose

For mobile-first campaigns, start with vertical or square documents.

Use vertical format for reports, guides and text-led content.

Use square format for visual explanations, frameworks and short case studies.

Use horizontal format when the content requires wide charts, product interfaces or an existing presentation layout. Simplify the slides when the original text is too small for mobile viewing.

The document format should support the content. Do not choose an orientation only because an existing template is available.