The Complete Guide to Google Display Ad Sizes and Specs

Google Display Network (GDN) can carry a campaign a long way, but only if the creative files actually serve correctly. That starts with getting google display ad sizes, formats, and file weights right every time.

This guide walks through all standard google display ad sizes, grouped by type, with specs that match current Google Ads policies. It also covers common rejection reasons, safe margin practices, and practical tips that keep creative teams and media buyers aligned.

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Why google display ad sizes matter for performance

Creative that technically qualifies but never wins impressions wastes budget. Google Display Network auctions favor ad units that load fast, fit the available inventory, and render clearly across devices.

A simple example: a 300×250 HTML5 ad that weighs 140 KB will almost always lose to a 60 KB version of the same concept on slow mobile connections. Both are valid gdn ad sizes, but the lighter file wins more auctions and shows more often.

Getting google banner dimensions right also helps with:

• Inventory coverage: Some formats, such as 300×250 and 728×90, appear on a huge share of placements. Missing them cuts reach.

• Automated placements: Responsive display ads and Performance Max lean on standard display sizes to fill gaps.

• Creative clarity: Text, logos, and CTAs designed for the wrong canvas size become unreadable on smaller placements.

Treat google display ad sizes as part of your media strategy, not just a production checklist.

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Core image google display ad sizes (static & animated)

Static and animated image ads still make up a large share of display inventory. These are uploaded as individual files (PNG, JPG, GIF) rather than HTML5 bundles.

Below is a consolidated table of the most common image gdn ad sizes and specs.

Standard image ad specs

• Allowed formats: JPG, JPEG, PNG, GIF (non‑animated or light animation)

• Max file size: 150 KB

• Animation limits for GIF:

  • Max length: 30 seconds

  • Looping allowed, but must stop after 30 seconds

  • Frame rate: recommended ≤ 5 fps for readability

Table: Standard image google display ad sizes

Type / PlacementSize (WxH, px)Common NameMax File SizeAllowed FormatsSmall square200×200Small square150 KBJPG, PNG, GIFSquare250×250Square150 KBJPG, PNG, GIFSquare300×300Large square150 KBJPG, PNG, GIFSquare336×336Large rectangle/square150 KBJPG, PNG, GIFRectangle180×150Small rectangle150 KBJPG, PNG, GIFRectangle300×250Medium rectangle150 KBJPG, PNG, GIFRectangle320×250Large mobile rectangle150 KBJPG, PNG, GIFRectangle336×280Large rectangle150 KBJPG, PNG, GIFSkyscraper120×600Skyscraper150 KBJPG, PNG, GIFSkyscraper160×600Wide skyscraper150 KBJPG, PNG, GIFSkyscraper300×600Half-page ad150 KBJPG, PNG, GIFSkyscraper300×1050Portrait150 KBJPG, PNG, GIFLeaderboard468×60Banner150 KBJPG, PNG, GIFLeaderboard728×90Leaderboard150 KBJPG, PNG, GIFLeaderboard970×90Large leaderboard150 KBJPG, PNG, GIFLeaderboard970×250Billboard150 KBJPG, PNG, GIFMobile banner300×50Mobile banner150 KBJPG, PNG, GIFMobile banner320×50Mobile leaderboard150 KBJPG, PNG, GIFMobile banner320×100Large mobile banner150 KBJPG, PNG, GIF

Google occasionally adds or deprecates niche sizes, but the formats above cover the overwhelming majority of available impressions.

Practical example: building a core image set

For a new e‑commerce campaign that needs broad coverage with minimal production, a practical starter set would be:

• 300×250

• 728×90

• 160×600

• 320×50

• 300×600

These five google display ad sizes tend to capture a high percentage of standard inventory. Adding 970×250 and 320×100 rounds out premium desktop and mobile placements without overloading the creative team.

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HTML5 google display ad sizes and specs

HTML5 ads allow richer animation, dynamic elements, and more nuanced layouts than static image files. They also come with stricter technical requirements.

Core HTML5 specs for GDN

• Allowed file type: ZIP bundle containing HTML, CSS, JS, images, fonts

• Max ZIP file size: 150 KB (recommended), up to 2 MB depending on account eligibility and hosting method

• Max polite load: 2.2 MB total (including subsequent assets)

• Max file count: 40 files per ZIP (recommended)

• Click tag requirement: Must use Google clickTag implementation

• Autoplay audio/video: Disabled by default; user interaction required for sound

The same google banner dimensions apply to HTML5 as to static images. The difference lies in how the creative is constructed and loaded.

Table: Common HTML5 gdn ad sizes

Type / PlacementSize (WxH, px)Common NameMax ZIP Size (Initial)Formats Inside ZIPSquare250×250Square150 KBHTML, CSS, JS, JPG, PNG, SVGSquare300×300Large square150 KBHTML, CSS, JS, JPG, PNG, SVGSquare336×336Large rectangle/square150 KBHTML, CSS, JS, JPG, PNG, SVGRectangle300×250Medium rectangle150 KBHTML, CSS, JS, JPG, PNG, SVGRectangle320×250Large mobile rectangle150 KBHTML, CSS, JS, JPG, PNG, SVGRectangle336×280Large rectangle150 KBHTML, CSS, JS, JPG, PNG, SVGSkyscraper160×600Wide skyscraper150 KBHTML, CSS, JS, JPG, PNG, SVGSkyscraper300×600Half-page ad150 KBHTML, CSS, JS, JPG, PNG, SVGSkyscraper300×1050Portrait150 KBHTML, CSS, JS, JPG, PNG, SVGLeaderboard468×60Banner150 KBHTML, CSS, JS, JPG, PNG, SVGLeaderboard728×90Leaderboard150 KBHTML, CSS, JS, JPG, PNG, SVGLeaderboard970×90Large leaderboard150 KBHTML, CSS, JS, JPG, PNG, SVGLeaderboard970×250Billboard150 KBHTML, CSS, JS, JPG, PNG, SVGMobile banner300×50Mobile banner150 KBHTML, CSS, JS, JPG, PNG, SVGMobile banner320×50Mobile leaderboard150 KBHTML, CSS, JS, JPG, PNG, SVGMobile banner320×100Large mobile banner150 KBHTML, CSS, JS, JPG, PNG, SVG

Practical example: HTML5 build strategy

Suppose a brand wants subtle motion instead of static images for a retargeting campaign. A lean, production‑friendly approach would be:

1. Design a base layout for 300×250.

2. Adapt that layout to 728×90, 160×600, and 320×50.

3. Reuse shared assets (logo SVG, background gradients, product shots) across all HTML5 sizes.

4. Keep animation to 10–15 seconds with one or two key transitions.

By reusing assets and code, the team keeps each ZIP well under 150 KB while still taking advantage of the most valuable google display ad sizes.

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Responsive display ad specs and asset recommendations

Responsive display ads (RDAs) do not rely on fixed google banner dimensions. Instead, Google automatically assembles combinations of assets to fit any eligible placement on the network.

Core specs for responsive display ads

Text assets:

• Short headline: up to 5 assets, 30 characters each

• Long headline: 1 asset, up to 90 characters

• Description: up to 5 assets, 90 characters each

• Business name: up to 25 characters

Image assets:

• Landscape image: 1–15 assets, 1.91:1 ratio, minimum 600×314 px (recommended 1200×628 px)

• Square image: 1–15 assets, 1:1 ratio, minimum 300×300 px (recommended 1200×1200 px)

• Logo: 1–5 assets, 1:1 and 4:1 ratios recommended, minimum 128×128 px (square) and 512×128 px (rectangular)

Other assets:

• Optional video: up to 5 YouTube links

• Call‑to‑action: automated or manual (e.g., “Shop now”, “Learn more”)

RDAs automatically adapt to many google display ad sizes, including 300×250, 728×90, 160×600, 320×50, and others, by cropping and scaling the uploaded assets.

Practical example: building an RDA asset set

For a SaaS free‑trial campaign, a strong RDA setup could include:

• 3 landscape images showing the product UI on desktop and mobile

• 2 square images focused on brand and a clear value prop

• 2 square logos (one on white, one on dark background)

• 5 short headlines that emphasize benefits and urgency

• 2 long headlines and 4 descriptions tailored to trial sign‑ups

This single responsive ad can then serve across almost all gdn ad sizes without separate production for each google banner dimension.

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Video ad sizes on the Google Display Network

Video ads on GDN run across YouTube and partner sites as in‑stream, in‑feed, and out‑stream placements. While they are not bound to the same fixed google display ad sizes as image banners, the underlying dimensions and aspect ratios still matter.

Core video specs

• File formats: .MP4, .MOV (H.264 video, AAC audio recommended)

• Aspect ratios: 16:9 (landscape), 4:5 or 1:1 (vertical/square) supported

• Resolution: minimum 426×240; recommended 1920×1080 (1080p) or 1280×720 (720p)

• Max file size: 1 GB (YouTube upload), though lighter files are strongly preferred

• Video length:

  • Skippable in‑stream: 6–180 seconds typical

  • Non‑skippable in‑stream: up to 15–20 seconds depending on region

  • Bumper: 6 seconds

Example: using video alongside standard display sizes

A retailer launching a seasonal sale can:

• Run skippable in‑stream video on YouTube using a 16:9 1080p asset.

• Mirror the same creative concept in 300×250, 728×90, and 320×50 banners.

• Use responsive display ads to fill gaps on placements where fixed sizes are less common.

This keeps messaging coordinated while still respecting the technical differences between video and traditional google display ad sizes.

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Safe margin and layout practices for all google display ad sizes

A technically correct file can still look broken on certain placements. Safe margins protect key elements from being cut off or covered by UI overlays.

Recommended safe margins

• Inner margin: Keep logos, headlines, and CTAs at least 10 px away from each edge on small sizes (300×250, 320×50) and 20 px on larger sizes (728×90, 970×250, 300×600).

• CTA button padding: Allow 5–10 px of space around button text inside the button shape.

• Logo size: Target 8–12% of the ad’s shortest dimension for the logo height to keep it legible without dominating the layout.

Practical layout example

For a 300×250 medium rectangle promoting a discount:

• Place the brand logo in the top‑left, at least 15 px from the top and left edges.

• Use a bold headline in the upper half of the unit, centered or left‑aligned, with at least 10 px of breathing room above and below.

• Reserve the bottom‑right quadrant for a clear CTA button, positioned at least 15 px from the bottom and right edges.

When that same design is adapted to other google banner dimensions, maintain relative spacing and hierarchy even if the exact pixel distances change.

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Common rejection reasons for google display ad sizes

Policy and technical rejections slow campaigns down. Most can be prevented with a standard pre‑flight checklist.

1. File size and format violations

• Overweight files: Static images or HTML5 ZIPs that exceed 150 KB initial load are frequent offenders.

• Unsupported formats: Uploading TIFF, BMP, or PSD instead of JPG, PNG, GIF, or HTML5 bundles.

Prevention example: Export static banners from design tools with optimized compression (e.g., 60–80% JPEG quality) and verify file weight before uploading.

2. Misleading or unclear content

• Fake UI elements that mimic system warnings or browser dialogs.

• Flashing animations that resemble system notifications.

• Claims that violate Google Ads policies (unsubstantiated guarantees, prohibited content categories).

Prevention example: Replace a fake “system alert” style design with a brand‑consistent banner that clearly indicates it is an ad, while keeping the same core message.

3. Poor image quality or illegible text

• Blurry product photos stretched to fill large google display ad sizes.

• Text that becomes unreadable on mobile‑sized placements due to tiny font sizes.

Prevention example: For 320×50 banners, limit text to 3–5 words in the main line and use a font size of at least 11–12 px, tested on an actual mobile device.

4. Incorrect click‑through implementation (HTML5)

• Missing or incorrect clickTag usage.

• Multiple conflicting click handlers that prevent proper tracking.

Prevention example: Use Google’s recommended clickTag implementation in every HTML5 creative and test clicks in Google Ads or Campaign Manager before going live.

5. Animation and motion issues

• GIF or HTML5 animations that exceed 30 seconds or loop aggressively.

• Excessive flashing or strobing that violates user experience guidelines.

Prevention example: Limit motion to a maximum of two or three key transitions, with a total duration under 20 seconds and no rapid flashing.

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Recommended google display ad sizes for maximum reach

Not every campaign needs every size. A focused set of google display ad sizes usually delivers most of the value with manageable production effort.

High‑priority sizes

These units cover a large share of inventory and should be part of almost every campaign:

• 300×250 (medium rectangle)

• 320×50 (mobile leaderboard)

• 728×90 (leaderboard)

• 160×600 (wide skyscraper)

• 300×600 (half‑page)

Secondary but valuable sizes

Add these when pursuing premium placements or when brand presentation is critical:

• 320×100 (large mobile banner)

• 970×250 (billboard)

• 970×90 (large leaderboard)

• 300×50 (mobile banner)

Example: tiered production plan

For a performance‑driven campaign with limited design resources:

1. Phase 1 (must‑have): 300×250, 320×50, 728×90.

2. Phase 2 (scale up): 160×600, 300×600.

3. Phase 3 (premium inventory): 970×250, 320×100.

This staged approach gets ads into auctions fast while still building toward broad coverage of key gdn ad sizes.

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Implementation checklist for creative and media teams

A shared checklist keeps campaigns from stalling at launch.

Before design begins

• Confirm campaign goals and primary KPIs.

• Select the exact google display ad sizes needed for launch and later phases.

• Decide whether static, HTML5, responsive, or a mix will be used.

During production

• Maintain a consistent visual system: colors, logo usage, type hierarchy.

• Apply safe margins for each size, especially small mobile banners.

• Keep master files organized by size and format.

Before upload

• Verify dimensions for every file match the intended google banner dimensions.

• Check file sizes and compress if necessary.

• Confirm file formats are supported (JPG, PNG, GIF, or HTML5 ZIP).

• For HTML5: validate clickTag implementation and test in a browser.

After launch

• Review reports by size to see which google display ad sizes drive the strongest performance.

• Shift budget toward higher‑performing units and retire underperforming dimensions.

• Use insights to refine the next creative batch.

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FAQ: google display ad sizes and specs

What are the most important google display ad sizes to create first?

For most campaigns, start with 300×250, 320×50, and 728×90. These three sizes cover a large portion of GDN inventory and give quick insight into performance. Adding 160×600 and 300×600 expands reach on desktop placements.

What is the maximum file size for image ads on GDN?

For standard image ads (JPG, PNG, GIF), the maximum file size is 150 KB per creative. Staying under 100 KB where possible improves load times and auction performance, especially on mobile.

What formats are allowed for google display ad sizes?

Static and lightly animated creatives can use JPG, JPEG, PNG, or GIF. Rich creatives can use HTML5 packaged in a ZIP file with HTML, CSS, JavaScript, and image assets. Responsive display ads use uploaded images, logos, and text assets rather than fixed‑size files.

How long can animation run in Google display ads?

Google allows animated ads up to 30 seconds in total duration. Looping is allowed, but the animation must stop after 30 seconds. Avoid fast flashing or strobing effects, which can trigger policy rejections.

Do responsive display ads replace fixed‑size banners?

Responsive display ads cover many placements and are useful for scale, but fixed‑size banners still matter. High‑impact units such as 970×250 billboards and 300×600 half‑page ads often perform better when designed specifically for those google display ad sizes.

How much text is too much for small mobile banners?

For 320×50 and 300×50 units, keep copy extremely concise. Aim for a short headline of 3–5 words and a simple CTA. Overloading these sizes with text makes them unreadable and reduces click‑through rates.

Why do some sizes receive very few impressions?

Not all gdn ad sizes have equal inventory. Niche dimensions, such as 200×200 or 180×150, exist but represent a small fraction of available placements. Prioritize widely used sizes like 300×250, 728×90, 160×600, 320×50, and 300×600 for consistent volume.

How often do Google display ad specs change?

Core google display ad sizes and basic specs remain relatively stable, but Google occasionally updates policies, adds new formats, or deprecates low‑usage sizes. Reviewing Google Ads help documentation at least quarterly keeps teams aligned with current requirements.

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By treating google display ad sizes as a strategic choice rather than a production afterthought, campaigns can load faster, win more auctions, and present clearer, more persuasive creative across the Google Display Network.