Status: Supported. Document Ads let you promote a document (e.g., a PDF/whitepaper) natively in the LinkedIn feed. They're available to all LinkedIn-enabled accounts, for Lead Generation (CPL) and Click/Traffic (CTR) goals. Metadata uploads the document to LinkedIn, builds the creative, and document-completion metrics are reported on the LinkedIn side.
How to set one up
In the campaign wizard, choose LinkedIn with a CPL or CTR goal.
Add a new ad and select the Document ad type.
Provide the ad name, headline, and intro text, and attach the document file.
Complete and launch — Metadata uploads the document to LinkedIn and traffics the ad.
Limitation to know: a document ad already used on a CPL campaign cannot be reused on a CTR campaign (Metadata blocks this at pre-launch). Create a separate document ad for the other goal.
FAQ
Which goals support Document Ads?
Lead Generation (CPL) and Click/Traffic (CTR). Note a document ad used on a CPL campaign can't be reused on a CTR campaign — make a separate one.
Are there character limits on the name/headline/intro?
Yes — these follow LinkedIn's own ad specs (commonly name ≤50, headline ≤200, intro ≤600). Metadata passes your text straight through to LinkedIn rather than enforcing these itself, so confirm current limits against LinkedIn's documentation.
Tips
Keep within LinkedIn's document-ad text specs (name/headline/intro) — Metadata doesn't cap them for you.
Need the same document on both a CPL and a CTR campaign? Create two separate document ads.
Document Ads are LinkedIn-only.
Pair a Document Ad with a Lead Gen form (CPL) to capture leads from the document interaction.