LinkedIn Document Ads: Complete Guide (+ Best Practices)

LinkedIn ABM marketing is the best way to target the enterprise accounts on your "most-wanted" list.

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Account-Based Marketing (ABM) has become a go-to strategy for B2B companies looking to drive revenue by focusing on high-value accounts. Instead of casting a wide net, ABM narrows the focus to the accounts that matter most—aligning marketing and sales for maximum impact.

What is Account-Based Marketing (ABM)?

ABM is a highly targeted B2B marketing strategy that treats individual accounts as markets of one. It involves personalized campaigns tailored to specific companies, leveraging data and insights to engage decision-makers and accelerate deal velocity.

Unlike traditional marketing strategies that prioritize volume, ABM focuses on quality. The goal is to build meaningful relationships with high-value accounts, ensuring marketing and sales efforts are strategically aligned to drive revenue growth.

ABM vs. Conversation Ads

Account-Based Marketing (ABM) and LinkedIn Conversation Ads both focus on targeted outreach, but they take different approaches. ABM is a long-game strategy — highly personalized, multi-channel, and built around nurturing key accounts with tailored content and engagement. It’s about precision and relationship-building at scale.

Conversation Ads, on the other hand, are a more immediate, interactive way to engage prospects in real time. They create a chat-like experience in LinkedIn’s messaging inbox, guiding users through a decision tree of responses. While ABM is about sustained influence across a buying committee, Conversation Ads offer a quick way to qualify leads and drive action.

Ideally, the two should work together. Conversation Ads can be a high-impact touchpoint within a larger ABM strategy, helping warm up decision-makers and drive engagement at key moments.

ABM specs

In contrast to other LinkedIn ad types, ABM (Account-Based Marketing) doesn't have the same specific technical requirements. However, audience targeting is crucial for ABM's success.

Tailoring your approach to high-value accounts and leveraging detailed segmentation is key. With Abe's TAM production process, we emphasize precise targeting — refining your ideal customer profile (ICP) and prioritizing key accounts based on factors like industry, company size, and specific pain points. This ensures you're investing resources in the most impactful segments, maximizing ROI and driving stronger engagement from your most promising prospects.

ABM + B2B = made for each other

B2B sales cycles are long and involve multiple decision-makers, making effective engagement crucial. ABM helps align marketing and sales teams to target the right people at the right time, which can shorten sales cycles and increase deal sizes. It is especially effective in industries like Enterprise SaaS, Financial Services, Cybersecurity, and Healthcare Tech, where personalized outreach drives results.

ABM works for B2B by fostering better sales and marketing alignment, with both teams focusing on the same high-value accounts. This leads to higher close rates and increased deal sizes as personalized engagement boosts conversion and targets high-value prospects.

Dos and Don'ts of ABM

Do align marketing and sales teams

ABM works best when everyone is on the same page. Get your marketing and sales teams to sync up, share data, and collaborate on strategy. It’s a partnership, not a competition.

Do personalize your outreach

Stop sending generic messages. Use data to speak directly to the challenges and needs of your target accounts. The more personalized, the better the results.

Do use data to inform your strategy

ABM isn’t a gut-feeling game. Use firmographic data, intent signals, and account activity to guide your strategy and targeting. The more insights you have, the sharper your aim.

Don't treat ABM like traditional demand gen

ABM is not just about generating leads. It’s about building deep relationships with your target accounts. Don’t think of it as “filling the funnel”—it’s about quality, not quantity.

Don't forget about existing accounts

Don’t just chase new logos. Account expansion is key. Upsell and cross-sell within your existing customer base to drive growth and deepen relationships.

Don't underestimate the power of multi-touch engagement

One email won’t cut it. Engage with your accounts across multiple channels and touchpoints — social, email, content, direct mail. The more consistent your outreach, the better your chances.

Abe's tactics for...ABM

1. Focus on defining and targeting your ideal customer profile (ICP) to the point where you're absolutely certain you know what they care about
2. Personalize all of your outreach to make it feel less "cookie cutter" 
3. Align marketing and sales teams to ensure shared commitment to the strategy from every angle
4. Use data to identify when target accounts are actively researching solutions and engage them at the right time
5. Engage with target accounts across multiple channels, not just LinkedIn!
6. Foster a culture of "first party data" into your business to reduce your reliance on third-party sources
7. Create value-driven content that speaks to your ICP's JTBD (you can use this both as a download incentive and as sales enablement) 
8. Segment your accounts based on how good of a fit they are for your brand, not based on how badly you want them as a customer
9. Involve all internal stakeholders in the KPI setting process so that you can all agree on what success looks like
10. Treat ABM as a relationship-building strategy, not just a lead generation approach
11. Optimize and iteration on a more frequent basis than you would with other ad types
12. Double, triple, and quadruple check copy — you never want to make the mistake of mentioning the wrong company name!
13. Nurture multiple stakeholders within an account, not just a single decision-maker
14. On that subject, be very sure about who your decision-maker is (it's not always who you think)
15. Be patient with ABM — it’s a long-term strategy that requires consistent effort and engagement to see significant results.

How to measure ABM peformance

Awareness KPIs

Awareness KPIs evaluate how well your ABM campaigns grab attention and establish brand recognition within your target accounts. A solid awareness strategy ensures that when prospects are ready to buy, they already know your brand and trust it. This leads to reduced acquisition costs and improved conversion rates as prospects move through the sales funnel.

Engagement KPIs

Engagement KPIs track how effectively your content keeps prospects interested and prompts them to interact with your brand. High engagement signals strong account interest and can lead to deeper connections, while poor engagement may suggest a need for refined targeting, messaging, or user experience.

• Scroll Depth
• Time on Page
• Bounce Rate
• Completion Rate

Lead Generation KPIs

Lead generation KPIs measure how well your ads are capturing high-intent prospects. A low Cost-Per-Lead (CPL) indicates cost-effective customer acquisition, while an increase in qualified leads and form submissions shows that your targeting and messaging are on point. Optimizing these KPIs ensures your ad spend is driving meaningful engagement with prospects who are more likely to convert into customers.

• Cost-Per-Lead (CPL)
• Qualified Leads
• Form Submissions

Conversion KPIs

Conversion KPIs assess how well your ads turn engaged prospects into customers. A high conversion rate reflects strong ad performance and audience alignment, while a low Cost-Per-Acquisition (CPA) indicates efficient spending. Assisted conversions reveal the importance of multiple touchpoints throughout the buyer's journey, showing how your ads contribute beyond just last-click attribution.

• Conversion Rate
• Cost-Per-Acquisition (CPA)
• Assisted Conversions

How much does Account-Based Marketing (ABM) cost?

The cost of Account-Based Marketing (ABM) can vary widely depending on factors like your target market, campaign scale, and the tools you use. For smaller businesses or highly targeted campaigns, ABM can cost between $5,000 and $25,000 per year. This typically includes advertising spend, content creation, and basic marketing automation tools. For mid-market companies, costs can range from $50,000 to $100,000 per year, with more advanced targeting, personalized content, and a more robust tech stack.

It's important to think of ABM in terms of Return-On-Investment (ROI). It's only worthwhile to spend a large amount of money on ABM if you can expect to get more in return.

ABM demystified

Ready to take your B2B marketing to the next level? Account-Based Marketing (ABM) is the game-changer you’ve been waiting for. At Abe, we specialize in turning targeted accounts into loyal customers with personalized, high-impact strategies. If you're looking to scale faster, build stronger relationships, and drive real revenue, let’s talk. Contact us today and discover how ABM can transform your business.

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Conversation Ads land you right in front of your ideal buyer.

If you've ever cast a YouTube video to your TV or binged a series on a streaming platform, you've been face-to-face with a Connected TV (CTV) ad. But what you might not be aware of is that you can run CTV ads with LinkedIn as your vessel. As one of their more unique off-platform offerings, CTV can sometimes get less glory than some of LinkedIn's other offerings. But as the kids would say, don't sleep on CTV. At Abe, CTV is an important part of building brand awareness and a service we often recommend to our clients.

What is LinkedIn CTV?

LinkedIn CTV ads are six to 60 second videos that present themselves during long-form video streaming content, including:

• Disney +
• ESPN
• Roku
• Hulu
• ESPN
• Amazon Prime
• Apple TV
• Fox Sports
• Peacock

It’s possible for your B2B prospects to connect with CTV ads across multiple devices (including TV, tablet, and mobile). This gripping form of native video-based ad allows B2B SaaS businesses (like yours!) to present your ad at the beginning, middle or end of a piece of long-form video content for maximum brand-boosting impact.

One of the things that sets LinkedIn CTV ads apart the most is the fact you can use native LinkedIn targeting to provide a seamless professional viewing experience. Unlike some forms of video ad content that can appear jarring, well-executed CTV ads are contextual, presenting themselves to target prospects in a way that’s relevant and value-driven.

CTV vs. Video Ads

LinkedIn CTV ads (Connected TV ads) and LinkedIn Video ads share similarities but serve different purposes and appear in distinct environments. CTV ads play within long-form video content on conntected TVs (either a smart TV or a regular TV using a streaming stick or other attachment). Both use LinkedIn's targeting system to choose which audience they'll appear to, though they will be meeting their audience at a slightly different timeframe.

Though both of these audiovisual ad types are used for brand awareness, Video Ads offers the opportunity to include a lead generation form. With CTV ads, of course, this isn't a possibility.

CTV specs

• General specs: 1920 x 1080 pixels, 1280 x 720 pixels (recommended spec: 1920 x 1080) 
• Maximum file size: 500 MB
• Aspect ratio: 16:(
• Format: mp4
• Video length: six to 60 seconds
• Recommended video lengths: six, 15, 30, 45, or 60 seconds
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FYI: Your audio should also sync seamlessly with your video content and suit the tone you’re looking to convey.

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Examples of high-performing CTV

Grammarly

"I'm in the same boat"

We love how Grammarly leans into self-awareness with this ad. Anyone in tech knows acronyms are everywhere—so when they joke about being “in the same boat,” it’s a knowing wink to the audience. It also touches on a problem that is remarkably relatable for its target audience, which makes the chances high that your ideal viewer is likely to stop what they're doing and watch.

Monday.com

"The first work platform you'll love to use"

This one features...singing llamas? If it was just going for "bizarre and random", the ad would probably still be memorable, but the fact that this touches on an actual pain point (tech stack oversaturation) allows this ad to fully hit the mark.

Squarespace

"A website makes it real"

Now, all this being said, depending on your brand awareness level, you might be comfortable focusing on your pain points in a more subtle way. Squarespace, a well-known website builder, takes advantage of its notoriety to go with a playful theme that's a bit more "memorable, amusing imagery" than it is chronological storytelling. But that sometimes can be very effective at pulling brand awareness.

CTV dos

Do leverage LinkedIn’s native targeting

One of the biggest advantages of LinkedIn CTV ads is their ability to use LinkedIn’s precise audience targeting. Tap into this to reach decision-makers with the right message at the right time.

Do keep video ads between 6-60 seconds

Shorter ads (6, 15, or 30 seconds) work best for grabbing attention. Make every second count—hook viewers early and deliver your key message fast.

Do ensure high-quality video production

Your ad is competing with premium content on platforms like Hulu and Amazon Prime. Crisp visuals, smooth motion graphics, and professional editing are non-negotiable. Some companies will choose to reuse smaller portions of larger promotional videos as a cost-saving measure.

CTV don'ts

Don't forget to optimize for multiple devices

‍CTV ads appear on TVs, tablets, and mobile devices. Ensure your video scales well and remains effective across different screen sizes.

Don't treat CTV like a traditional TV ad

‍CTV ads are digital, interactive, and highly targetable—unlike traditional TV commercials. Make use of LinkedIn’s audience segmentation to tailor your message instead of broadcasting a generic ad.

Don't skip A/B testing

‍Test different creatives, CTAs, and audience segments to see what drives the best engagement and conversions. Small tweaks can make a big impact.

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15 Abe tactics for....CTV

1. Constantly iterate on your targeting to make sure you're reaching decision-makers effectively
2. Keep video ads under 60 seconds
3. Invest in production quality — it doesn't have to be ready for the Super Bowl, but it should convey a level of professionalism
4. Ensure your ad's tone matches your brand's overall voice to get the best out of brand awareness
5. Remember the story "hamburger bun" when writing your script — you need a beginning, middle, and end! 
6. Add closed captioning to your video for accessibility purposes (and you can assume a part of your audience will be watching the video without sound) 
7. Don't hesitate to use an unusual element within your video content to capture surprise (see examples above) 
8. Keep your most interesting elements towards the beginning of the video so that the audience will be more likely to see them if they skip
9. Ensure that your video is optimized for mobile viewers (you can expect a good amount of your audience to be on mobile!)
10. Get colorful! CTV is a highly visual medium, so don't be afraid to use some exciting, colorful visual elements to make your ad eye-catching
11. Consider music as a messaging tool and pick a song that best represents your business (but remember to obtain the proper rights!)
12. Unlike other LinkedIn ad types, which are featured on a professional platform, CTV hits customers when they're in a more casual setting. So feel free to get playful with your messaging!
13. If you're not sure where to begin, you can always start by looking into current ad trends (or ad trends of years passed, if you want to tap into nostalgia)
14. Since you can't easily offer viewers a next step like you would in, say, a Document Ad, keep information to a minimum so as to not overwhelm your audience
15. Don't rush your script — you only have a small amount of airtime, so you'll want to make sure every word counts

How to measure CTV performance

Engagement metrics

Engagement metrics measure how effectively your CTV ad captures viewers' attention and keeps them interested. Low engagement could indicate issues with your ad’s pacing, messaging, or relevance.

• View-through rate (VTR)
• Drop-off rate (when viewers skip or stop watching)
• Audience retention rate

Lead gen metrics

Lead generation KPIs assess how well your LinkedIn CTV ads convert engaged viewers into quality leads. These metrics help you understand the finer details of your ad’s performance, like cost efficiency and user experience. One of the benefits of using LinkedIn to run CTV is that you can see these metrics in-platform!

• Click-through rate (CTR)
• Cost-per-lead (CPL)
• Lead quality score
• Conversion rate from CTV ad interactions

Conversion metrics

Conversion metrics evaluate how effectively leads generated from LinkedIn CTV ads turn into customers. Strong performance here means your ads aren’t just attracting leads but driving real business outcomes.

• Lead-to-conversion rate
• Cost-per-acquisition (CPA) 
• Assisted conversions

How much does CTV cost?

The most common way to measure CTV ads is through "Cost Per Mile" (CPM). This — as is the case for every LinkedIn ad it is applied to — refers to the cost per 1,000 impressions. The CPM range for CTV ads is anywhere from $20 to $50.

Your brand was made for television

...and Abe can get you there! Grab a quick chat with one of our friendly AEs and learn all about how Abe's unique Customer Generation Methodology can rewrite the way you think about LinkedIn ads and bring in unprecedented revenue for your business.

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Video is the best way to build a strong brand identity.

In a feed full of text posts and static images, video ads stop the scroll. Whether you’re looking to build brand awareness, generate leads, or boost engagement, LinkedIn Video Ads offer a powerful way to connect with your audience.

What are LinkedIn Video Ads?

Launched in 2018, LinkedIn Video Ads help businesses drive brand awareness, generate leads, and boost engagement. They offer a visual way to showcase products, share industry insights, and tell compelling company stories. Like all LinkedIn ad formats, they come with powerful targeting options, including job title, industry, and company size.

LinkedIn video ads averaging 15 to 30 seconds. Even still, video advertising can be expensive, so many businesses reuse existing content, such as brand videos, webinars, or product demos, to reduce costs. Companies can cut down on production time and expenses by repurposing footage that has already been created, while still delivering a clear message to their audience.

Linkedin Video Ads vs. CTV 

When comparing LinkedIn Video Ads to Connected TV (CTV) Ads, each platform offers distinct advantages depending on your goals. LinkedIn Video Ads are ideal for reaching a specific, professional audience, allowing for precise targeting based on job titles, industries, and company sizes. This makes them particularly effective for B2B marketing, where relevance and targeting are key.

CTV Ads, on the other hand, are better for broadening brand visibility. With CTV, you're reaching viewers in a more relaxed, entertainment-driven environment, but targeting isn't as refined as on LinkedIn. While LinkedIn Video Ads are great for driving professional engagement, CTV shines when it comes to building brand awareness through immersive, full-screen content. Ultimately, it depends on whether you're aiming to engage a niche audience or cast a wider net with your messaging.

LinkedIn Video Ad specs

• Resolution: 1080p or higher (minimum 720p)
• Aspect ratio: 1:1 (square) or 16:9 (landscape)
• Max file size: 5GB
• Length: standard is 1-3 minutes, maximum is 10 minutes and minimum is 30 seconds
• File types: mp4, .mov

LinkedIn Video Ads + B2B

LinkedIn video ads offer a powerful way for B2B businesses to boost engagement and visibility. With videos autoplaying in the feed and captions ensuring your message gets through even without sound, they’re a great tool for grabbing attention. Video also allows for effective storytelling—showcasing your expertise, products, customer testimonials, and simplifying complex topics, which is particularly helpful for audio-visual learners (about 65% of the population). Plus, with LinkedIn’s advanced targeting options, you can reach the right decision-makers by job title, industry, and company size, ensuring maximum relevance. The result? Higher conversion rates, as video ads typically drive more engagement, better brand recall, and increased conversions compared to static formats.

Elements of high-performing LinkedIn Video Ads

Gong's "A Better Way to Revenue"

Gong's "A Better Way to Revenue" video series masterfully showcases customer success stories through brief, high-impact testimonials.

Each video features a revenue leader discussing specific, measurable improvements—from RevOps teams streamlining feedback processes to marketing teams doubling conversion rates.

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The series stands out for three key elements:

• Consistent narrative framework: Each story follows a clear structure, highlighting tangible business impact
• Executive-level messaging: Features director-level and above speakers discussing strategic outcomes
• Their approach generated engagements, demonstrating how B2B video content can drive meaningful professional discussion.
• Multi-platform optimization: Videos are formatted for LinkedIn's feed with key metrics as text overlays and clear CTAs

Dock: podcast repurposed into short engagement videos

Dock exemplifies how to maximize podcast content through strategic LinkedIn video repurposing.

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Their "Grow & Tell" podcast content transforms into multiple engaging formats:

• Hook-based video clips: Each clip opens with a provocative question or statement
• Data-driven insights: Incorporate specific statistics and research findings within the first few seconds
• Visual enhancement: Overlay key quotes and memorable phrases as text animations
• Multi-format distribution: Convert key segments into both video snippets and text-based carousel posts

Dos and Don'ts

Dos

• Do pair video ads with down-funnel formats like Conversation Ads to maximize results.
• Do place lead gen forms at natural engagement points (e.g., 60-90 seconds in longer videos).
• Do keep forms short (aim for 3-4 fields) to improve conversion rates.
• Do pair videos with branded downloadable resources to provide extra value.
• Do retarget viewers who watch at least 75% of your video for more targeted follow-up.
• Do leverage engagement data for smarter lead scoring, ensuring you prioritize high-quality leads.
• Do route engaged viewers to tailored nurture tracks based on the specific content of the video.
• Do adjust lead scores dynamically using engagement data to reflect the most relevant prospects.
• Do trigger sales outreach at peak interest moments to capitalize on when leads are most engaged.

Don'ts

• Don't place lead gen forms too early in the video—wait until viewers are sufficiently engaged (60-90 seconds in longer videos).
• Don't overcomplicate forms—keep them short and simple for better completion rates.
• Don't ignore the importance of engagement—retarget only those who are highly engaged with your video content (at least 75% view time).
• Don't rely solely on video—pair it with valuable resources to increase perceived value and drive conversions.
• Don't neglect to adjust lead scoring dynamically—keep track of engagement patterns and adjust accordingly to prioritize qualified leads.
• Don't miss the opportunity to engage at the right time—trigger sales outreach at peak moments of interest based on the video content engagement.

Abe's LinkedIn video tactics

1. Maximize your video content’s ROI by reusing it across different campaigns.
2. Even when repurposing, ensure your video has polished production quality—clear audio, proper lighting, and stable footage.
3. Create content that feels both professional and relatable to your B2B audience.
4. Hook viewers within the first three seconds with a compelling insight or surprising data point.
5. Use current events or trending topics to create timely, engaging content.
6. Always close your video with a business-focused call to action, like "Download our implementation guide" or "Schedule a demo."
7. Ensure your video is easily digestible without sound by using clear captions and on-screen text.
8. For those who can listen, make sure your audio adds value and doesn’t detract from the message.
9. Stick to 1-3 minutes for business content, ensuring your message is concise and effective.
10. Invest in a professional voiceover artist to ensure a high-quality listening experience.
11. Make sure your video is mobile-friendly since many users will be viewing on their phones.
12. Choose an eye-catching thumbnail that encourages viewers to click and watch.
13. Ensure your logo, colors, and brand elements are visible throughout the video.
14. Monitor how your videos perform to identify what resonates best with your audience.
15. A/B test different video formats, messages, and CTAs to see what generates the highest engagement and conversions.

How to measure LinkedIn video ad performance

Awareness KPIs

Awareness KPIs measure how effectively your LinkedIn Video Ads capture attention and build brand recognition within your target audience. Strong awareness ensures that when prospects enter their buying cycle, they already recognize and trust your brand, leading to lower acquisition costs and higher conversion rates over time.

• Content impressions
• Click-Through-Rate (CTR)
• Audience engagement
• Brand lift

Engagement KPIs

Engagement KPIs assess how well your video content holds the audience's attention and encourages interaction. High engagement indicates strong interest from your audience, while low engagement may suggest a need for improved targeting, messaging, or user experience.

• Scroll depth
• Time on page
• Bounce rate
• Completion rate

Lead Gen KPIs

Lead generation KPIs measure how efficiently your LinkedIn Video Ads capture high-intent prospects. A lower Cost-Per-Lead (CPL) indicates cost-effective acquisition, while an increase in qualified leads and form submissions shows stronger targeting and messaging. Optimizing for these KPIs ensures that your ad spend is driving meaningful engagement from prospects likely to convert.

• Cost-Per-Lead (CPL)
• Qualified leads
• Form submissions

How much do LinkedIn video ads cost? 

You know what we're going to say here. It varies! But in general we find our customers spending between $0.04 and $0.18, Cost Per View (CPV).

LinkedIn Video Ad performance benchmarks

These come from our comprehensive first-party library of data benchmarks. Your experience may vary!

Cost Per View (CPV)

• Low: $0.04
• Median: $0.10
• High: $0.18

Cost Per Click (CPC)

• Low: $9
• Median: $15
• High: $23

Cost Per Mile (CPM)

• Low: $23
• Median: $41
• High: $66

How about a video chat about Video Ads?

LinkedIn video is just one of the services that we offer here at Abe. A meeting with one of our LinkedIn ad experts is an opportunity to discover how our methodology can make great changes on your revenue growth and ROI.

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