Advertising, Google Ads, Google Ads Tips

Google Ads Specs You Need to Know

Are you wondering about Google display banner sizes and other Google Ad specs? If you are utilizing digital advertising, you will need to know the most common banner ad sizes that Google Ads uses. This article will tell you the AdWords display sizes you will need to know for various ad formats. We will also answer some other frequently asked questions regarding Google AdWords design specifications. By the end of the article, you will have all of the Google Ads and Google AdWords specs you need to know. We will break down the different Google Display Ad specs, including Google Ad banner sizes, Google remarketing ad sizes, how to improve your quality score, and more.

The following are top ten Google display ad image sizes that you can make. All the sizes are in pixels:

  • Square: 250 x 250
  • Small Square: 200 x 200
  • Banner: 468 x 60
  • Leaderboard: 728 x 90
  • Inline Rectangle: 300 x 250
  • Large Rectangle: 336 x 280
  • Skyscraper: 120 x 600
  • Wide Skyscraper: 160 x 600
  • Half-Page Ad: 300 x 600
  • Large Leaderboard: 920 x 90

There is also one ad size that is only available on mobile devices, not on desktop or tablet. That is:

  • Mobile Leaderboard: 320 x 50

There are eight Google Ads formats you need to know: text ads, image ads, video ads, responsive ads, Product Shopping ads, Showcase Shopping ads, call-only ads, and app promotion ads.

You can set up automated rules in your Google Ads account based on the settings and conditions you choose.

Top Performing Google AdWords Banner Sizes

According to Google, these are the top performing AdWords banner sizes:

  • Medium Rectangle: 300 x 250
  • Large Rectangle: 336 x 280
  • Leaderboard: 728 x 90
  • Half Page: 300 x 600
  • Large Mobile Banner: 320 x 100

Google Ads sizes

Google AdWords Max File Size

Keep in mind that the max file size for Google ads is 150 KB. Any files that are larger will be disapproved by Google. That is because larger images take a lot longer to load. So, makes sure to keep your images 150 KB or less.

Google AdWords Image Format

Don’t forget that the final product of your ad needs to be one of the following formats, too:

  • JPEG;
  • SWF;
  • PNG; or
  • GIF.

Google Video Campaign Specs

If you are creating a video campaign for Google, here are some specs to know:

  • Supported file formats: .avi, .mov, .mp4, .m4v, .mpeg, .mpg, .webm, .wmv.
  • Dimensions: Landscape/horizontal: 1280 × 720, 1920 × 1080, or 1440 × 1080.
  • Aspect ratio: Landscape/horizontal: 16:9 or 4:3.
  • Codec: H.264.
  • Frame Rate: 23.98 or 29.97.
  • Bitrate: At least 20 Mbps.
  • Length: 15 or 30 seconds.
  • File size: Up to 1GB.

Why Should I Use Display Advertising?

We all see online display ads while we’re cruising the internet each day. In fact, according to some digital marketing experts, we all see between 4,000 and 10,000 ads each day. Online ads are extremely prevalent these days and a hugely popular form of advertising. Display ads feature well-designed text, fonts, colors, pictures, graphics, and sometimes even animation!

Display ads are particularly helpful when it comes to raising brand awareness and remarketing to past visitors. They do have a slightly lower direct click-through rate than search ads. However, display advertising does push customers down the sales funnel. It can persuade them to hit the purchase button in their cart on your product or service. The key to display ads is to make them memorable, so that someone will remember your business and search for it later, even if they don’t click on your ad right away.

Google Ads specs

How to Design Effective Display Ads

Are you ready to design your own AdWords advertisements? While you certainly need to know about Google Display Ad sizes, you also need some tips on Google Ads design so your ads are guaranteed to show up in Google Search. (After all, Google scores your ad, and then your ad rank helps them determine which ads to show.) They can seem difficult to design, but with the right tools and information, you can build your own display ad campaign! Let’s discuss how to design effective Google AdWords display ads. (And don’t forget to learn how Google Ads work, too.)

Keep Rules and Restrictions in Mind

There are a few rules and restrictions put in place by Google that you will want to remember as you create your ads. For instance, Google display ads need to be under 150 KB, as mentioned above. Additionally, your ads can’t have a white background without a border outline. This is so that ads do not blend in to the background of the website on which they are being served. Facebook has a rule that means that ads can only have 20% text, which includes logos.

It is better to know all the rules before you create your ads so you don’t have to go back and fix them later. Make sure your ads are the correct size, have a border or a colored background, and adhere to text restriction rules. You can check out the full Google AdWords policy in your Google Ads account.

Consider Your Color Choices

One of the first choices you will make me when designing your ads is the colors you will use. This is an important decision. You will want your colors to stand out on the web page, but on the other hand, you also don’t want them to be overly stimulating. Your colors should also match your company’s branding. You want to keep your colors consistent across the board, or in this case, across the web. It also will confuse your visitor if someone clicks on your ad and is taken to a website that doesn’t match the ad whatsoever.

AdWords banner specs

Images and Graphics

The huge advantage to display ads over search ads is that you get to use visuals in your advertisements. You will need to consider your images and graphics carefully when you are designing your ads. While your text is important, your visuals are what will most likely initially grab your audience’s attention. Try to pick images that will resonate with your audience and elicit the feelings that you are trying to communicate.

Include a Call to Action

One of the most important, if not the most important, aspects of your ad copy is its call to action. Urge the people who see your ad to take your desired action. Your call to action should be short, clear, and to the point. Consider a button that says “Buy Now!” or “Read More!” A simple button can be very effective.

Content and Layout

Lastly, when you are designing your ad, try to make it clean and clear. When in doubt, simpler is better. A simple image is more compelling than a complex graphic that is hard to understand. Try not to overwhelm your audience, and certainly don’t include too much text.

Testing

Once you are done designing your ads (congratulations!) you might think you’re done. However, an important step in your ad-designing process is to test your ad against another version. This will help you know which version is most effective. It is extremely worth the process and time of creating two different ads and testing them against each other. This process is sometimes referred to as A/B testing.

Google Ads specifications

Frequently Asked Questions About Google Ads Specifications

1. What happens if my Google Ad exceeds the 150 KB file size limit?

If your Google Ad file exceeds 150 KB, Google will automatically disapprove your ad and it won’t be eligible to run in their advertising network. You’ll receive a notification about the disapproval and will need to optimize your image file before resubmitting. To reduce file size, compress your images using tools like TinyPNG or Adobe Photoshop’s “Save for Web” feature, reduce image dimensions if possible, choose the appropriate file format (JPEG for photos, PNG for graphics with text), and remove unnecessary metadata. Remember that larger files also load slower, which can negatively impact user experience and ad performance even if they meet the size requirements.

2. Which Google Ad banner size typically performs best for conversions?

According to Google’s performance data, the Medium Rectangle (300 x 250) consistently performs well across different industries due to its versatility and prominent placement options. The Large Rectangle (336 x 280) and Leaderboard (728 x 90) also show strong performance. However, the “best” size depends on your specific goals, target audience, and where your ads are displayed. For mobile-focused campaigns, the Large Mobile Banner (320 x 100) often performs well. The key is testing multiple sizes to see which resonates with your audience. Consider running A/B tests with different ad sizes to determine what works best for your specific campaign objectives and target demographics.

3. Can I use animated GIFs in my Google Display Ads?

Yes, you can use animated GIFs in Google Display Ads, but they must follow specific guidelines. The animation length cannot exceed 30 seconds, the animation can only loop a maximum of 3 times, and the file size must still remain under 150 KB. The animation should not be distracting or flashy to the point where it could trigger seizures or be considered disruptive. Animated ads often have higher engagement rates than static images, but ensure your animation serves a purpose and enhances your message rather than just adding movement for the sake of it. Always test animated versions against static versions to measure actual performance impact.

4. Why can’t I use a white background without a border on my Google Ads?

Google prohibits white backgrounds without borders to prevent ads from blending into website content, which could confuse users about what is advertising versus editorial content. This policy ensures clear distinction between ads and the surrounding webpage, maintaining transparency for users and publishers. To comply, either add a colored border around your white background ad, use a colored or patterned background instead of pure white, or incorporate design elements that clearly distinguish your ad from typical webpage content. This rule helps maintain user trust and ensures your ads are clearly identifiable as advertisements rather than appearing to be part of the website’s natural content.

5. What’s the difference between responsive ads and fixed-size display ads?

Responsive ads automatically adjust their size, appearance, and format to fit available ad spaces across the Google Display Network, while fixed-size ads maintain specific pixel dimensions. Responsive ads use machine learning to optimize headlines, descriptions, images, and logos for better performance across different placements. They can appear as banner ads, text ads, or even native ads depending on the placement. Fixed-size ads give you more control over exact appearance but limit where they can be displayed. Responsive ads typically reach broader audiences and often perform better because Google optimizes them for each placement, but fixed-size ads allow for more precise creative control and brand consistency.

6. How do I optimize my Google Ad images for better quality scores?

To improve quality scores through better ad images, ensure your visuals are high-resolution and professional-looking, directly relevant to your ad copy and landing page content, and appropriately sized for your chosen ad format. Use clear, compelling imagery that resonates with your target audience and avoid blurry, pixelated, or overly busy graphics. Include your brand elements consistently, ensure text overlay is readable and not excessive, and test different images to see which generates better click-through rates. Google also considers the relevance between your ad image, keywords, and landing page experience, so maintain consistency across all elements of your campaign.

7. Can I create custom ad sizes outside of Google’s standard specifications?

While Google provides standard ad sizes that work across their network, you cannot create completely custom sizes for the Google Display Network. However, you can use responsive ads that automatically adjust to fit various ad spaces, or focus on the most versatile standard sizes like 300×250, 728×90, and 320×100 which have the widest reach. For YouTube video ads, you have more flexibility with video dimensions as long as you meet their technical requirements. If you need non-standard sizes for specific publisher relationships or direct placements, you’d need to work outside of Google’s automated network. Always prioritize standard sizes to maximize your ad’s potential reach and performance.

8. How should I approach A/B testing different Google Ad designs and sizes?

Start A/B testing by changing one element at a time—test different images while keeping text and size constant, or test different ad sizes with the same creative elements. Run tests for at least 2-4 weeks or until you reach statistical significance (typically 100+ conversions per variation). Test high-impact elements first: images, headlines, calls-to-action, and then colors or layouts. Use Google Ads’ built-in experiments feature to ensure fair traffic distribution. Monitor both click-through rates and conversion rates, as an ad with higher clicks might not always convert better. Document your results to build a knowledge base of what works for your audience, and continue iterating based on performance data rather than personal preferences.

Launch Google Ads with SEO Design Chicago

Now, you should know everything you need to know about Google Display Ad sizes. If you need help conceptualizing, designing, or launching your Google Ads campaign, contact SEO Design Chicago today!

Nick Antonopoulos

Nick Antonopoulos is the Chief Marketing officer of SEO Design Chicago. Nick has over a decade of experience in Content Creation, SEO and Digital Marketing working with small businesses all the way up to Enterprise level clients.

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