Google Ads: Most Common Display Ad Sizes and How to Make Them Work for You

If your business runs any kind of online advertising, chances are you are using Google Ads, formerly known as AdWords. And if you run display campaigns, your ads can appear across the Google Display Network, a collection of millions of websites and apps that reaches the vast majority of people online. To show up well across all of that space, you need to understand which ad sizes to use and how the display system actually works today. That is where a good digital marketing partner, like us, comes in.

Key Takeaways Google Display ads run in two formats: responsive display ads, where Google assembles your assets, and uploaded ads, which are fixed-size banners you design yourself.Responsive display ads are now the default and cover the most placements from a single set of assets.The most common and best-performing fixed sizes are 300×250, 336×280, 728×90, 300×600, and 320×100.Uploaded image and HTML5 ads must be under 150KB; responsive display images can be up to 5MB.Accepted image formats are JPG, PNG, and GIF, with HTML5 available for animation.Size gets you into the auction, but design and a clear call to action earn the click.

Two Ways to Run Display Ads

Before we get to the sizes, it helps to know that there are two ways to run display ads on Google, and the difference shapes everything else.

Responsive display ads (RDAs) are now the default format. Instead of designing a finished banner, you upload a set of assets: a few images, your logo, several headlines, and descriptions. Google’s machine learning then mixes and resizes them to fit almost any slot on the network, showing a large image banner on one site and a compact native unit on another. The majority of display ads now run this way, because one set of assets can cover thousands of placements.

Uploaded display ads are fixed-size banners you design yourself, in exact dimensions, as static images, animated GIFs, or HTML5. You get complete control over the look, which is useful for strict brand requirements or premium, directly sold placements, but you have to create each size you want to run.

Most advertisers lead with responsive display ads for reach, then add uploaded banners where they need pixel-perfect control. Either way, the sizes below are what the network serves.

The Most Common Google Ads Display Ad Sizes

Google supports dozens of dimensions, but a handful carry the bulk of the inventory. Here are the sizes worth knowing, measured in pixels (width by height):

Size	Common Name	Best For
300 x 250	Medium Rectangle	Highest inventory; serves on desktop and mobile
336 x 280	Large Rectangle	Desktop, within article content
728 x 90	Leaderboard	Desktop, top or bottom of page
300 x 600	Half Page	Desktop, high-visibility vertical
160 x 600	Wide Skyscraper	Desktop sidebars
970 x 250	Billboard	Premium desktop placements
970 x 90	Large Leaderboard	Desktop, top of page
468 x 60	Banner	Older, smaller desktop slot
320 x 100	Large Mobile Banner	Mobile
320 x 50	Mobile Banner	Mobile, sticky footer
250 x 250	Square	Desktop and mobile
200 x 200	Small Square	Smaller placements

The Display Ad Sizes That Perform Best

That full list is what Google will accept, but the sizes are not created equal. A smaller group consistently delivers the widest reach and strongest results, so if you are building uploaded banners, start here:

• Medium Rectangle, 300 x 250, the single most available size across desktop and mobile
• Large Rectangle, 336 x 280
• Leaderboard, 728 x 90
• Half Page, 300 x 600, lots of real estate and high visibility
• Large Mobile Banner, 320 x 100, the workhorse for phone placements

Responsive Display Ad Asset Specs

If you run responsive display ads, you do not build every size yourself. You supply assets and Google does the resizing. Here are the image and logo specs to provide, per Google’s official asset specifications:

Asset	Recommended Size	Notes
Landscape image (1.91:1)	1200 x 628	Required; minimum 600 x 314
Square image (1:1)	1200 x 1200	Required; minimum 300 x 300
Portrait image (4:5)	1200 x 1500	Optional; expands mobile reach
Logo, square (1:1)	1200 x 1200	Required
Logo, wide (4:1)	1200 x 300	Optional

On the text side, you can provide up to five short headlines (30 characters each), one long headline (90 characters), up to five descriptions (90 characters each), and your business name (25 characters). The more quality variations you supply, the more combinations Google can test, and the stronger your Ad Strength score tends to be.

File Formats and Size Limits

For uploaded image ads, Google accepts JPG, PNG, and GIF files, and each one must be under 150KB. The same 150KB limit applies to HTML5 ads, which you can build in Google Web Designer; any animation must stop after 30 seconds. Responsive display ad images are more generous: upload JPG or PNG files up to 5MB each and let Google handle the resizing.

Design Tips, Because Size Is Only Half the Battle

Size gets your ad into the auction. Design is what earns the click. A few principles consistently separate display ads that work from those that get ignored:

• Fight banner blindness. People tune out anything that looks like a generic ad, so use clean layouts, strong contrast, and a background color that stands apart from typical website backgrounds.
• Keep text short and minimal. For responsive ads, text should cover no more than about 20 percent of an image, and you should avoid baking your logo or headline into the picture, since Google adds those automatically.
• Lead with one clear call to action. Tell people exactly what to do next, whether that is shop, book, or learn more.
• Stay on brand. Consistent colors, fonts, and logo placement build recognition across every placement.
• Use display for awareness and remarketing. Display ads usually earn a lower direct click-through rate than search ads, but they are excellent for keeping your brand top of mind and bringing past visitors back to buy.

Frequently Asked Questions

What is the best Google display ad size?

The 300 x 250 medium rectangle is generally the best all-around size because it has the widest available inventory and serves on both desktop and mobile. The 336 x 280 large rectangle, 728 x 90 leaderboard, 300 x 600 half page, and 320 x 100 large mobile banner round out the top performers.

What is the maximum file size for a Google display ad?

Uploaded static image ads and HTML5 ads must each be under 150KB. Responsive display ad images are allowed to be larger, up to 5MB each, because Google resizes them automatically.

What file formats does Google Ads accept for display ads?

For images, Google accepts JPG, PNG, and GIF. For animated or interactive ads, you can upload HTML5 files built in a tool like Google Web Designer.

What is the difference between responsive and uploaded display ads?

With responsive display ads, you provide assets such as images, logos, headlines, and descriptions, and Google assembles and resizes them to fit any placement. With uploaded display ads, you design fixed-size banners yourself and control every detail. Responsive is the default and covers the most placements; uploaded gives you precise creative control.

What image sizes do responsive display ads need?

At a minimum, provide a landscape image at 1200 x 628 (1.91:1) and a square image at 1200 x 1200 (1:1). A square logo at 1200 x 1200 is also required. Optional portrait images at 1200 x 1500 and a wide 1200 x 300 logo can expand your reach.

How many display ad sizes should I create?

If you use responsive display ads, you do not need to create individual sizes at all; you simply supply assets. If you are uploading fixed banners, cover the core slots first: 300 x 250, 728 x 90, 160 x 600, and 320 x 50, then add 300 x 600 and 336 x 280 for more reach.

Still Have Questions About Google Ad Sizes?

No problem. Our team builds and manages display advertising and pay-per-click campaigns every day, from responsive display assets to pixel-perfect uploaded banners. To get help with your display ads, contact us or call 877-877-0542, and we will point you in the right direction.

About Arlington SEM Company

Arlington SEM Company, a Conversion Pipeline company, is a full-service search engine marketing agency serving Arlington, Northern Virginia, the Washington, DC metro, and clients nationwide. We plan and manage Google Ads, display, and paid social campaigns built around your goals and your brand. Reach us at 877-877-0542, Monday through Friday, 9 a.m. to 5 p.m.