Google display ads dimensions: Sizes and specifications

 Using the correct Google display ads dimensions helps your images appear clearly across websites, mobile apps, Gmail, YouTube and other eligible Google placements. 

The required dimensions depend on whether you are creating:

• Responsive display ads using separate images, logos and text assets

• Uploaded display ads designed at fixed pixel sizes

• Display inventory within a Demand Gen campaign

For most small businesses in Ireland, responsive display ads provide the broadest placement coverage because Google automatically adapts the supplied assets to different ad spaces.

Uploaded display ads provide greater creative control, but each file only fits placements that support its exact dimensions.

This guide explains the current Google display ads dimensions, file requirements and design practices you should follow.

The main responsive Google display ad image sizes are 1200 × 628 pixels for landscape images and 1200 × 1200 pixels for square images. For uploaded static display ads, commonly used dimensions include 300 × 250, 336 × 280, 728 × 90, 300 × 600 and 320 × 50 pixels.

Key takeaways

• Use 1200 × 628 pixels for landscape responsive display ad images.

• Use 1200 × 1200 pixels for square responsive display ad images.

• A vertical 9:16 image at 900 × 1600 pixels can provide additional mobile coverage.

• Upload both square and landscape logos where possible.

• Responsive display ads automatically adapt your assets to different available placements.

• Uploaded display ads require separate files for each fixed dimension.

• The most useful uploaded sizes include 300 × 250, 336 × 280, 728 × 90, 300 × 600 and 320 × 50 pixels.

• Static uploaded image ads must be no larger than 150 KB.

• Images should remain understandable when cropped or displayed at small sizes.

• Google began rolling out the migration of Display campaigns into Demand Gen in June 2026, so advertisers should review the campaign options available in their accounts.

What are Google display ads?

Google display ads are visual advertisements that can appear while people browse websites, use mobile apps, watch YouTube, check Gmail or use other eligible Google services.

Unlike Google Search ads, which respond primarily to active searches, display advertising can reach people while they are consuming other online content.

Display ads can be used to:

• Build awareness

• Re-engage previous website visitors

• Promote products or services

• Support seasonal campaigns

• Reach selected audience groups

• Generate leads or sales

• Remind potential customers about an offer

You manage these ads through Google Ads.

Google states that display inventory reaches more than three million websites and over 650,000 apps, as well as Google properties such as Gmail and YouTube.

Important change to Google display ads in 2026

Google display ads are moving into Demand Gen.

Google began a phased rollout of its migration tool in June 2026. Eligible advertisers can use the tool to migrate existing Display campaigns into Demand Gen while retaining up to 42 days of performance history. Google has also stated that, at a later stage, new Display campaigns will only be created through Demand Gen and remaining eligible campaigns will be migrated automatically.

This does not mean that Google Display Network inventory is disappearing.

Demand Gen can include placements across:

• The Google Display Network

• YouTube

• YouTube Shorts

• Discover

• Gmail

• Maps

Advertisers can use channel controls to decide which eligible surfaces should be included.

If you are creating or updating a campaign, check whether your account still presents a standalone Display campaign option or directs you towards Demand Gen.

The image dimensions in this guide remain relevant because Demand Gen supports responsive display ads and uploaded static display ads for Google Display Network inventory. At the time of review, uploaded HTML5 display ads are scheduled to become available in Demand Gen later in 2026.

Responsive display ads versus uploaded display ads

There are two main ways to supply display creative.

Responsive display ads are the default Display Network format and can adjust their size, appearance and format to fit available advertising spaces.

Uploaded display ads are useful when the exact design, typography and placement of every visual element must remain under your control.

Many campaigns benefit from using both formats. Responsive ads increase placement coverage, while uploaded ads provide controlled designs for the most important fixed sizes.

Responsive Google display ads dimensions

Responsive display ads use separate image and logo assets rather than complete banners.

Recommended responsive image dimensions

Google recommends supplying several image assets in each main aspect ratio rather than relying on one image. Landscape and square marketing images are required, while vertical images and logos increase creative coverage. Each image file can be up to 5,120 KB.

Landscape image: 1200 × 628 pixels

The landscape image uses a 1.91:1 aspect ratio.

This format is suitable for:

• Wide display placements

• Native-style placements

• Desktop layouts

• Content feeds

• Wider mobile placements

The recommended size is 1200 × 628 pixels, with a minimum of 600 × 314 pixels.

Keep the main subject near the centre because Google may crop the image to suit different placements.

Square image: 1200 × 1200 pixels

The square image uses a 1:1 aspect ratio.

It is one of the most versatile formats because it can work across both desktop and mobile placements.

The recommended size is 1200 × 1200 pixels, with a minimum of 300 × 300 pixels.

Do not simply crop a landscape photograph into a square without checking the final composition. Create or select an image where the product, person or main subject remains clear in the square frame.

Vertical image: 900 × 1600 pixels

The vertical format uses a 9:16 aspect ratio.

Google recommends 900 × 1600 pixels, with a minimum of 600 × 1067 pixels.

Vertical images are not required for a standard responsive display ad, but they can help the campaign use mobile-first placements more effectively.

Use a composition designed specifically for vertical space. Do not place the important subject at the far top or bottom of the image.

Square logo: 1200 × 1200 pixels

The square logo uses a 1:1 aspect ratio.

Google recommends 1200 × 1200 pixels, with a minimum of 128 × 128 pixels.

Keep the logo centred and allow enough breathing room around it. Avoid including taglines or small wording that will become unreadable when the logo is reduced.

Landscape logo: 1200 × 300 pixels

The landscape logo uses a 4:1 aspect ratio.

Google recommends 1200 × 300 pixels, with a minimum of 512 × 128 pixels.

A landscape logo can work better in horizontal placements where a square logo would appear too small.

Provide both logo formats where possible.

Responsive display ad text specifications

Responsive display ads also require text assets.

Google may combine these assets in different orders and formats. Every headline and description should make sense individually and alongside the other assets.

Do not write five versions of the same headline.

Use the available assets to communicate different information, such as:

• The product or service

• The target audience

• The main benefit

• The offer

• The business location

• The call to action

• A trust signal

For example, a Dublin accountancy firm could use:

• Small business accountants

• Dublin-based accounting team

• Fixed-fee accounting support

• Book an initial consultation

• Tax and payroll advice

Each phrase adds something different.

Uploaded Google display ads dimensions

Uploaded display ads are complete image advertisements created at fixed dimensions.

The supported sizes include the following.

Square and rectangle sizes

Skyscraper and vertical sizes

Leaderboard and horizontal sizes

Mobile sizes

Uploaded static image ads can use GIF, JPG or PNG files and must be no larger than 150 KB. Animated GIFs must stop after 30 seconds and run at fewer than five frames per second.

Which uploaded display ad sizes should you prioritise?

You do not need to create every available dimension for every campaign.

For most small businesses, I would prioritise:

1. 300 × 250 pixels

2. 336 × 280 pixels

3. 728 × 90 pixels

4. 300 × 600 pixels

5. 160 × 600 pixels

6. 320 × 50 pixels

7. 320 × 100 pixels

8. 970 × 90 pixels

These cover a useful mix of:

• Rectangular content placements

• Desktop banners

• Vertical desktop placements

• Mobile banners

Google also identifies 300 × 250, 336 × 280, 728 × 90, 970 × 90, 160 × 600, 300 × 600 and 320 × 50 as common recommended dimensions for uploaded display creative.

The exact priority should depend on your audience, campaign data and available design resources.

Do not invest heavily in creating every possible size before confirming that the campaign strategy, audience targeting and conversion tracking are correct.

The most important Google display ad sizes

300 × 250 pixel inline rectangle

The 300 × 250 format is one of the most useful uploaded display sizes.

It can appear within page content and across both desktop and mobile environments.

Its relatively balanced proportions provide enough room for:

• A clear product or service image

• A short headline

• A logo

• A call to action

Avoid trying to fit a full paragraph into the available space.

336 × 280 pixel large rectangle

The 336 × 280 format provides slightly more visual space than the 300 × 250 rectangle.

It can work well for product-led visuals, simple offers and remarketing creative.

Do not assume that the larger rectangle will automatically perform better. Placement availability and audience relevance matter more than the small difference in size.

728 × 90 pixel leaderboard

The 728 × 90 leaderboard is a wide desktop format.

It suits:

• Short messages

• Brand-led campaigns

• Simple offers

• Event promotion

• Remarketing reminders

The limited height means the headline, logo and call to action must remain concise.

Avoid using detailed photography where the subject becomes too small to understand.

300 × 600 pixel half-page ad

The 300 × 600 format provides more space for visual storytelling.

It can accommodate:

• A strong hero image

• A headline

• Supporting benefit

• Logo

• Call to action

The extra space does not mean that every part of the ad should be filled.

A clear hierarchy remains more effective than a crowded design.

160 × 600 pixel wide skyscraper

The 160 × 600 format is narrow and vertical.

It works best with:

• A vertically oriented visual

• A short headline

• Limited supporting text

• A clearly separated call to action

Standard landscape photography often crops poorly into this format. Use creative designed for the narrow proportions.

320 × 50 pixel mobile banner

The 320 × 50 format offers very limited space.

Use it for:

• A short headline

• A recognisable logo

• A simple offer

• A concise call to action

Do not shrink a complex desktop banner to this size.

320 × 100 pixel large mobile banner

The 320 × 100 format provides more room than the standard mobile banner while remaining suitable for small screens.

It can support:

• A small product image

• A short benefit

• A clear call to action

• Basic branding

Check the ad on an actual phone-sized screen before approving it.

What I commonly see in small business display campaigns

One of the most common problems I see is a business creating one landscape image and expecting it to work across every placement.

The same image may look acceptable at 1200 × 628 pixels but fail when cropped into a square or vertical format.

Another recurring issue is trying to reproduce an entire website banner inside a small display ad. The result often includes:

• A long headline

• Several benefits

• Contact information

• A logo

• A button

• Multiple product images

• Additional promotional wording

At mobile banner size, none of these elements remains clear.

I also see campaigns where considerable time has been spent designing banners before the business has established:

• Who the audience is

• What action the ad should generate

• Which landing page should be used

• How conversions will be measured

• Whether the campaign is focused on awareness, remarketing or direct response

Correct dimensions cannot compensate for an unclear campaign objective.

How to design images for responsive display ads

Keep the main subject clear

The image should have one obvious point of focus.

This could be:

• A product

• A person using the service

• A location

• A completed project

• A relevant business setting

Avoid collages and images containing several competing subjects.

Allow for automatic cropping

Google may crop responsive assets to suit different placements.

Keep important visual elements away from the extreme edges.

Do not place:

• Faces against the frame

• Products partly outside the image

• Logos in the corners

• Essential information within the image itself

• Small details that only work at full size

Preview the image in square, landscape and vertical formats.

Avoid text embedded in images

Responsive display ads already include separate headline and description assets.

Text embedded into the image may become unreadable when the image is resized or cropped.

Google’s creative guidance advises against overlaid text, collages, borders, excessive filters and distorted imagery.

If wording must form part of an uploaded fixed-size ad, keep it short and large enough to read at the actual display size.

Use high-quality original images

Use clear images that accurately represent your business, product or service.

Avoid:

• Blurred images

• Low-resolution screenshots

• Stretched photographs

• Excessive filters

• Generic images unrelated to the offer

• Images containing watermarks

• Misleading before-and-after comparisons

• Visuals that do not match the landing page

The image should help the person understand the offer before reading the text.

Create genuine variations

Uploading several near-identical crops gives Google limited creative variety.

Provide images that test different approaches, such as:

• Product-only photography

• A product in use

• A customer or staff member

• A close-up detail

• A wider contextual scene

• A benefit-focused visual

• A service outcome

Every image must still relate clearly to the same campaign or ad group.

How to write display ad headlines and descriptions

Display ads are often seen while the user is doing something else.

The message must therefore be understandable quickly.

A strong display ad should communicate:

1. What is being offered

2. Who it is for

3. Why it matters

4. What the person should do next

Examples of direct headlines include:

• Book a free consultation

• Office cleaning in Dublin

• Shop commercial tableware

• Plan your business exit

• Improve your Google Ads results

Avoid headlines such as:

• Welcome to our website

• Find out more

• Quality you can trust

• We are here to help

• Your trusted partner

These phrases do not explain the actual offer.

Descriptions should add information rather than repeat the headline.

For example:

Headline: Office cleaning in Dublin
Description: Flexible commercial cleaning plans for offices, clinics and shared workspaces.

The call to action must match the destination page.

Do not use “Shop now” when the page only contains an enquiry form.

Match the ad to the landing page

The ad dimensions and design may earn attention, but the landing page must generate the result.

The destination page should match:

• The product or service shown

• The headline

• The offer

• The audience

• The location

• The call to action

Someone clicking an ad for commercial cleaning in Dublin should not arrive on a generic homepage covering several unrelated services.

A strong landing page should include:

• A clear heading

• Relevant visuals

• A concise explanation of the offer

• Benefits

• Trust signals

• A visible call to action

• Mobile usability

• Fast loading

• Accurate tracking

• Appropriate privacy and consent information

A weak landing page can reduce the campaign’s conversion rate, regardless of how well the creative is designed.

Responsive display ads or Demand Gen image ads?

Responsive display ads remain relevant for Google Display Network inventory during the migration into Demand Gen.

Demand Gen also supports other visual formats and can distribute creative across additional Google surfaces.

The best choice depends on whether you need:

• Display Network placements only

• Broader Google visual inventory

• Image, video or carousel formats

• Strict channel control

• Remarketing

• Lookalike audiences

• Direct-response optimisation

• Brand awareness

Do not select Demand Gen simply because it is newer.

Start with the campaign objective, audience, creative resources, tracking and budget.

A PPC management strategy should determine the campaign type, not the other way around.

How to test Google display ad creative

Do not judge an image after a small number of impressions.

Test controlled differences, such as:

• Product image versus lifestyle image

• Person-led versus product-led creative

• Benefit headline versus offer headline

• Square versus vertical creative

• Direct call to action versus softer call to action

• Brand-led versus problem-led messaging

Avoid changing the audience, bidding, landing page and creative at the same time.

Evaluate:

• Conversions

• Cost per conversion

• Conversion value

• View-through conversions where relevant

• Assisted conversions

• Click-through rate

• Landing-page engagement

• Performance by placement

• Performance by device

• Frequency

• Reach

A high click-through rate does not prove that the ad is commercially effective. A visually striking image can attract irrelevant clicks.

Common Google display ad mistakes

Google display ads dimensions checklist

Before launching your campaign, confirm that:

1. Landscape images are 1200 × 628 pixels.

2. Square images are 1200 × 1200 pixels.

3. Vertical images are 900 × 1600 pixels where used.

4. Square and landscape logos are available.

5. Uploaded ads use supported fixed dimensions.

6. Uploaded static image files are below 150 KB.

7. Images remain clear when cropped.

8. Text is readable at the actual display size.

9. The ad message matches the landing page.

10. Conversion tracking has been tested.

11. Mobile previews have been reviewed.

12. Your account’s Display or Demand Gen campaign options have been checked.

Frequently asked questions about Google display ads dimensions

What are the main Google display ads dimensions?

For responsive display ads, use:

• 1200 × 628 pixels for landscape images

• 1200 × 1200 pixels for square images

• 900 × 1600 pixels for optional vertical images

• 1200 × 1200 pixels for square logos

• 1200 × 300 pixels for landscape logos

For uploaded display ads, common sizes include 300 × 250, 336 × 280, 728 × 90, 300 × 600, 160 × 600 and 320 × 50 pixels.

What is the best Google display ad size?

There is no single best size.

For responsive display ads, supply both square and landscape images so Google can adapt the creative to available placements.

For uploaded display ads, 300 × 250 pixels is one of the most versatile sizes, but it should be supported by additional desktop and mobile formats.

What size should a responsive display ad image be?

Use 1200 × 628 pixels for a landscape image and 1200 × 1200 pixels for a square image.

Google accepts smaller minimum dimensions, but larger source images provide more flexibility and visual clarity.

Are vertical images required for responsive display ads?

No.

A vertical 9:16 image is optional, but it can improve coverage across mobile-first placements.

What is the maximum responsive display ad image file size?

Each responsive display image can be up to 5,120 KB.

What is the maximum uploaded display ad file size?

Uploaded static image ads must be no larger than 150 KB.

Can I use the same design for every ad size?

You can use the same campaign concept, branding and offer, but the layout should be adapted to each proportion.

A design created for 728 × 90 pixels will not work effectively when reduced or cropped to 300 × 600 pixels.

Should display ad images contain text?

Responsive display ad images should avoid embedded text because Google combines them with separate headline and description assets.

Uploaded fixed-size ads can contain text, but it must remain concise and readable at the actual display size.

Are Google Display campaigns being discontinued?

Google is moving Display campaigns into Demand Gen rather than removing Google Display Network advertising.

The phased migration began in June 2026. Existing campaigns can still be edited until they are migrated, while future campaign creation will move into Demand Gen.

Can small businesses run Google display ads?

Yes.

Small businesses can use display ads for remarketing, awareness, seasonal promotion and lead generation.

The campaign still requires a clear audience, relevant creative, a suitable landing page and accurate conversion tracking.

Create Google display ads that work across every placement

Reach potential customers with display creative designed for the devices and placements they actually use.

If you are unsure which dimensions, formats or campaign type to use, or if your display campaigns are generating impressions without enough leads or sales, I can help you identify what needs to change.

Book a free consultation and I will review your creative assets, campaign setup, audience targeting, landing pages and conversion tracking. I will identify the main issues and show you what to prioritise first.

About the author

Alessandro Boscolo Conway — Hello Digital

I'm a Dublin-based freelance SEO and digital marketing consultant with over 20 years of experience, including time on Google Ireland’s Search Quality team.

I run Hello Digital, a consultancy that helps startups and small businesses across Ireland grow online through clear strategy, expert delivery, and practical support.

I've worked with over 50 Irish companies to improve their visibility, generate better leads, and grow sustainably through SEO and digital marketing.

I'm a certified Google Partner and a trusted advisor to e-commerce brands, local services, and fast-growing startups.

• Based in Dublin, 20+ years of experience
• Former Googler, certified Google Partner, SEO strategist, and performance marketer
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