Document Ads and Sponsored Content for Regulated B2B

Where I start: A document ad is not a whitepaper with media behind it. It is reading that has to survive a fast scroll and then be worth a work email address by page three. I ship them at five to eight pages, PDF, with the most useful fact in the whole piece sitting on page one where nobody has paid for it yet. The gate goes after page two or three. When the strongest thing you have is behind the gate, the ad underperforms and the document gets blamed for it. Formats, and when each earns its place: Document ad: when you own a number nobody else can publish — a procurement benchmark, an audit of your own installed base, a regulatory change explained by somebody who read the actual text. It fails when the document is a brochure with page numbers. Single image: for retargeting, and for testing a claim cheaply before anyone builds eight pages around it. Video: under fifteen seconds, legible with sound off, one idea. Longer video in these industries is a talk, and a talk belongs on your own site. Thought leader ad: sponsors a real employee's post and requires that member to grant permission inside Campaign Manager. It carries no lead form, so it either earns its budget as credibility and replies or it does not run. Carousel: rarely, and usually because somebody senior asked for one. Regulated work: For medtech and pharma, your medical, legal and regulatory queue sets the calendar, not me. If review runs six weeks, we plan a quarter ahead and I write to that constraint instead of complaining about it. References sit on the page they support. Claims match the audience: nothing promotional aimed at an audience not verified as professional, and no off-label content, which means some of the strongest sentences we could write will not be written. For HR and recruiting, if the ad promotes employment rather than a product or service, LinkedIn's restricted targeting category applies and the creative is planned inside those limits from the first draft rather than rebuilt after rejection. What I need from you: Ninety minutes with a subject-matter expert who will disagree with me on the record, and your own data — support-ticket patterns, deployment timelines, pricing spreads, failure rates, anything a competitor cannot copy out of a search result. Without one of those two things this becomes a design exercise and you should hire a studio instead. What I do not do: Layout. I write the argument, the copy and the page structure, and I direct the designer; the designer is yours, or one you hire on your own invoice. Ghostwriting for an executive who will not sit for the interview. A thought leader ad written in a voice the person does not use is visible to their own network within a day, and it costs them something I cannot give back. Stock photography with a statistic printed on it. Volume. This is three or four assets that earn attention, not a content calendar. Who this is not for: Companies with nothing proprietary to say yet. That is not an insult and it is usually temporary, but paid distribution makes an empty document travel further rather than perform better. Also not for teams who want an asset written and shipped inside a week: interview, drafting, review and design take about three weeks when nothing goes wrong, and in a regulated account nothing going wrong is not the base case. How it runs: Interview, outline for your approval, first draft, one substantive revision, design direction, then ad copy variants and campaign setup handed to whoever runs the account — me on a retainer, or your own team.