PDFs in the iBooks are not included in a backup, neither iTunes nor iCloud. If you still have your old phone then connect it to your computer's iTunes and do File > Devices > Transfer Purchases (that should copy PDFs and/or epubs in the iBooks app, not just actual ibooks), and if using a Mac with iBooks on it then do File > Move Books From iTunes in it - restoring your old phone's backup should then be able to copy them onto the new phone (the restore looks to pick them up from your computer's iTunes/iBooks library), or you could just sync them to your new phone