As far as scaling a PDF image in model space goes, here is what I do. Assuming it is a PDF that has some known dimensions.
Draw a line in model space that is the length of a known dimension in the PDF. Rotate the line or the PDF to align with each other. Preferably horizontal or vertical.
Using the Rotate command with the "R" reference method is great for this.
Position your line at the start point of the known distance on the PDF.
Use the Scale command with the "R" reference method to scale the PDF to match the line.
Voila, you have the PDF at approximately the correct scale in your model space. No calculator or brain math needed (whew!).
GChapp