How redesigning a text-heavy Document Ad for the phone screen turned around Pax8's UK lead generation on LinkedIn: 40% lower cost per lead, 2.3 times the lead rate, and a launch week at £31 per lead.
Pax8 is a cloud commerce marketplace that helps managed service providers (MSPs) buy, sell and manage cloud software for their customers. REBEL runs Pax8's paid media across five EMEA regions: UK & Ireland, Benelux, the Nordics, DACH and the Baltics.
LinkedIn Document Ads, gated with a Lead Gen Form, are the main source of leads from MSP decision makers. When the UK's flagship ad started to slip, so did the pipeline behind it.
The UK Security Document Ad had been the backbone of Pax8's UK lead generation. Early in 2026 it performed well, averaging £62 per lead from January to April. By the summer it had stalled: from May to August the cost per lead rose to £101, individual weeks regularly went above £150, and only around one in every 2,500 impressions turned into a lead.
The creative explained why. The guide was the print version of the document dropped straight into LinkedIn: white A4 pages, two columns of body copy and small type, around 300 words on a single page. On a phone, the pages were hard to read without zooming in, so people scrolled past instead of opening the guide and filling in the form.
Rather than keep adjusting targeting and bids on a tired asset, we kept the same offer, Pax8's Cybersecurity Readiness Guide, and redesigned it for the phone from the start as the Cybersecurity Guide 2026. Everything else stayed the same: the same UK prospect campaign group, the same Lead Generation objective. It launched in the week of 31 August and the old ad's budget moved across to it.
Full-bleed pages with a bold dark background built to stand out in the LinkedIn feed, rather than a print layout.
The equivalent page went from roughly 300 words to about 30, with one headline and one statistic. The content was spread over 19 pages instead of 15.
Larger type and a clearer visual hierarchy, so every page is readable without zooming.
Sharper intro copy and title: “43% of UK businesses experienced a cybersecurity breach or attack in the last 12 months”, and a clear, named offer for UK & Ireland MSPs.
In launch week both ads ran side by side to the same UK prospects. The difference was stark. And the new ad beat the old ad's best period too: in its first two weeks it generated 45 leads at £43 each, against the £62 the old ad averaged from January to April.
Same offer, same audience, same objective. One was a print document dropped into the feed. The other was built for the phone it would be read on.
Working with REBEL has been a great experience. Strong strategic thinking, fast execution and a very collaborative approach throughout the projects. Their performance marketing expertise helped us significantly increase reach, improve campaign visibility and generate highly relevant leads.”
Three lessons from Pax8 that apply to any lead gen creative.
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