# Document ad planning worksheet

Use the filled plan to see how the eight-page example could become a LinkedIn Document Ad. Cedarfield Systems is fictional. This is proposed campaign copy and routing, not evidence of an ad that ran or a result.

## Filled example

| Decision | Proposed answer |
| --- | --- |
| Audience and problem | B2B marketing or revenue operators who own forms and follow-up, but cannot tell where a submitted enquiry stops moving. |
| Resource job | Help a reader trace one test submission from the form promise to delivery, owner and first reply. |
| Cover promise | **Lead follow-up checklist: Find where enquiries get lost.** |
| Pages 2-4, before a proposed gate | Page 2: record the exact form promise. Page 3: check whether the request, source and permission reached the contact record. Page 4: open the promised resource from the confirmation page and delivery email. These pages teach a check even if the reader never submits a form. |
| Remaining pages | Page 5: name the routing owner. Page 6: compare the first reply with the request. Page 7: find delivery, owner, message and status evidence. Page 8: assign one repair and rerun the test. |
| Claim and source for each page | The document makes procedural recommendations and uses an explicitly fictional example. It makes no external performance claim. Before publishing a version with platform specifications or results, add one verified source beside each such claim. |
| Mobile read | Square 1080 × 1080 layout. Keep the question large and the example to two or three short lines. Inspect the exported PDF at feed size and at full size. |
| End action | “Pick one broken step. Give it an owner, make the change and rerun the same test.” |
| Introductory ad text | “Where do your enquiries get lost? Trace one form submission through delivery, ownership and the first reply with this eight-page checklist.” |
| Ad headline | “Lead follow-up checklist” |
| Delivery choice | Proposed Lead Gen Form after four preview pages. Confirm the available preview setting and user experience in the current Campaign Manager flow. The same PDF can also be offered ungated. |
| Form fields | Name, work email and company. Configure the required privacy notice and collect only fields needed for delivery and routing. |
| Confirmation message | “Your checklist is ready. Open the PDF below, then start with one recent form submission.” |
| Accessible asset URL | Example PDF: `https://maestrogtm.com/linkedin-document-ads/templates/output/lead-follow-up-worked-example.pdf`. For your campaign, replace it with your edited PDF’s public URL. Test your URL in a private browser window and on a phone before launch. |
| Routing and first reply | A checklist-only request stays with marketing follow-up and receives the PDF link. A separate request to speak with the team enters the sales queue and receives scheduling details. Record the owner and delivery status. |
| Test before launch | Submit the form with a personal email address. Confirm the PDF opens, contact context reaches the record, the right owner receives it, and the first message matches the request. |

## Blank copy

Copy this section for your own document ad. Write observed facts and exact copy where possible.

| Decision | Your answer |
| --- | --- |
| Audience and problem | Who owns the problem, and what specific step is hard to see or complete? |
| Resource job | What can someone do after reading the document? |
| Cover promise | Write the exact title and one-sentence promise. |
| Pages 2-4, before a possible gate | Give the reader a concrete check, example or answer on each page. |
| Remaining pages | Name the job of each page in order. |
| Claim and source for each page | Identify any external claim and its source. Mark hypothetical examples as hypothetical. |
| Mobile read | What must remain readable at phone size? Where will you inspect the exported PDF? |
| End action | What should the reader do next with the document? |
| Introductory ad text | Write the post text that tells the reader what the document contains. |
| Ad headline | Write the short resource title. |
| Delivery choice and preview count | Ungated or Lead Gen Form? If gated, how many pages show a payoff before the form? Verify the setting in Campaign Manager. |
| Form fields and privacy notice | Which fields do you actually need? Where is the approved privacy URL? |
| Confirmation message | Write the message that tells the person how to open the promised asset. |
| Accessible asset URL | Paste the final public PDF URL. Test it without a company login and on a phone. |
| Routing and first reply | Who owns each request type? What does each person receive first? |
| Test before launch | Record the test email, date, link result, record result, owner and first message. |