I didn't download the PDF to Word converter because I have the full version of Acrobat and it does this type of conversion handily.
I do have some thoughts on why the PDF converted as an image. PDF files can be created using a variety of methods and can be saved with many settings. Don't even get me started on the differences in versions! Here are some things to consider.
1. The originator locked the document against selecting/editing. -- PDF to Word can't get to the content for conversion.
2. The original filetype was not directly compatible with converting to PDF. The print to PDF created an image. -- PDF to Word correctly converted the image.
3. The original filetype was created via a scanner. The scanner also created an image. -- PDF to Word correctly converted the image.
Some of these can be corrected with Optical Character Recognition, others cannot.
Acrobat is one of the applications I teach. You would be surprised at what I encounter. Most surprising (and frustrating) to my students is the differences in documents created by different users using their own (often uninformed) idea of the right tools and settings; by different methods (such as scanning); by different versions (hugh differences in possible functionality); and by different original files (again, hugh differences in possible functionality). Viewing a pdf will not inform you of the methods, settings, or options. One of the simplest applications I teach, and yet the one with the greatest inconsistencies.
Hope that helps.
BZ