Google Display Ad Sizes for 2026, Every Size and When to Use It

Google display ad sizes come in two kinds. Upload a finished banner and Google wants exact pixel sizes, most commonly 300 × 250, 336 × 280, 728 × 90, 300 × 600 and 320 × 50, saved as a JPG, PNG or GIF of 150 KB or less.

Let Google build the ads from your pictures instead, as responsive display ads, Performance Max and Demand Gen all do, and it wants shapes rather than sizes. Google names two as the most common: a 1200 × 628 landscape and a 1200 × 1200 square.

Most businesses need both sets. Getting the pixels right is the easy half.

A wrong size stops an image at upload, where you can see it and fix it. Disapprovals come later. They’re about what’s inside the frame.

And one thing changed in 2026. Google is moving display campaigns into Demand Gen, which takes only still images for uploaded banners, for now, and caps the square logo at 150 KB.

The Google display ad sizes to make first

If your designer makes one set, make this one. It’s made up of the banner sizes Google lists as common for uploaded display ads, plus the images and logos its automated campaigns ask for.

Sizes and limits are Google’s own, from its Demand Gen, responsive display and Performance Max spec pages as they stood in September 2026.

Two rows catch people out. The square logo is capped at 150 KB in Demand Gen, when every other picture can run to 5 MB. Keep it under that. One file then does for all three campaign types.

The 1080 × 1920 vertical is optional. Google recommends it for YouTube Shorts, so make it if you want to be there.

On phones, add 320 × 100 as well. Google’s AdSense help, written for the websites that carry these ads, puts it among its five top performing sizes. It’s twice the height of a 320 × 50.

Every Google display ad size for uploaded image ads

Google lists 20 sizes for uploaded image ads. Four are regional. Google marks 250 × 360 and 980 × 120 for Sweden, 930 × 180 for Denmark and 580 × 400 for Norway, which leaves 16 for a campaign in Ireland.

The last column comes from Google’s AdSense guide to ad sizes, which tells website owners where each size works best. AdSense doesn’t list the 300 × 50; Google Ads files it under mobile.

Google’s names vary from page to page. The 300 × 250 is an inline rectangle on one and a medium rectangle on another. Go by the pixels.

What is the maximum file size for Google Ads images?

150 KB for a banner you upload. 5 MB, which Google also writes as 5120 KB, for the pictures it builds ads from.

150 KB is the one that bites. Save photo banners as JPG and bring the quality down until the file fits. Banners that are mostly flat colour and lettering usually stay crisper as PNG.

Export every banner at its exact size, too. Google Ads Editor doesn’t take double-sized files, such as a 640 × 100 image made for a 320 × 50 slot.

Animated GIF and HTML5 rules

An animated GIF can loop, but the animation has to stop within 30 seconds and run slower than five frames a second. Longer than that and it’s disapproved. Demand Gen lists only non-animated GIFs for uploaded ads.

HTML5 banners are out of reach for most small accounts. Google’s minimum is an account open more than 90 days, with more than $9,000 of lifetime spend and a good policy record, and even then you apply for access.

The $9,000 is Google’s own figure, set in US dollars. HTML5 isn’t in Demand Gen yet either. Google plans it for late 2026.

Responsive display ad image and logo sizes

A responsive display ad is built by Google from parts you upload: images, logos, headlines and descriptions. It fits them to whatever space is free, so the same ad can show as a banner on one site and as a text ad on another.

Every file can be up to 5120 KB, as a JPG or PNG. Google suggests five to ten images per shape, with more landscapes than squares or verticals.

Google’s pages disagree on the square. The responsive display spec table recommends 600 × 600, while the best practices guide and the set-up page say 1200 × 1200. Make it 1200 × 1200 and you’ve met both.

The logo is optional in a responsive ad today. It’s compulsory in Demand Gen, so make one now.

The words have limits too. Headlines run to 30 characters, and you can give up to five. There’s one long headline of up to 90, up to five descriptions of 90 each, and a business name of up to 25.

Performance Max and Demand Gen image sizes

Both campaign types use the same three picture shapes at the same sizes. Where they differ is the logos, and the extra vertical.

In both, the smallest sizes Google accepts are 600 × 314 for the landscape, 300 × 300 for the square and 480 × 600 for the portrait. The square logo has to be at least 128 × 128 in Performance Max and 144 × 144 in Demand Gen.

Watch the logo background. Google’s Performance Max specs warn that a logo on a transparent background may be shown on white. A white logo with nothing behind it can simply vanish, so put it on a solid colour.

Performance Max allows text on top of images, but Google recommends at least one clean image, with nothing laid over it, in each shape. The Demand Gen spec page has image and logo templates your designer can download.

What changes for Google display ads in 2026

Google is folding display campaigns into Demand Gen. In its words, display campaigns “have a new home as Google Display Network (GDN) in Demand Gen”, with the same reach across more than two million sites and apps.

The move began in June 2026, with a migration tool rolling out in stages. Next, new display campaigns will have to be made inside Demand Gen, and any left over will be moved automatically. Google hasn’t put a date on either step.

For your images, four things follow.

• A logo becomes compulsory. Demand Gen needs a business logo. Migrate a campaign without one and Google adds a placeholder, which you’ll want to replace.
• Uploaded banners have to be still. Demand Gen takes JPG, PNG and non-animated GIF for uploaded display ads. HTML5 is planned for late 2026.
• The 4:5 portrait earns its place. Demand Gen shows on YouTube, Gmail and Discover as well as websites, and 960 × 1200 is one of its three picture shapes.
• Every ad goes back through review. Google treats migrated ads as new ones, so each has to be approved again. It’s a good moment to check every image against Google’s rules.

Demand Gen also runs on YouTube, so your pictures can end up beside videos. If you’re weighing that side of it, how much YouTube ads cost sets out what Google charges there.

Why Google disapproves display ad images

Google’s image rules for ads fit on one screen. These are the ones image ads fall foul of.

• The picture doesn’t fill the frame. Google won’t take images that “don’t take up the entire space of the chosen image size”, or ones that are sideways or upside down. A small logo floating in a big white box fails this.
• It’s blurry, or the text can’t be read. Blurred, unclear or unrecognisable images are out, and so is illegible text. Lettering sized for a 728 × 90 turns to mush when the same design is squeezed into a 320 × 50.
• It flashes. Strobing, flashing or otherwise distracting images aren’t allowed.
• It has a fake button. Google’s responsive ad guide says buttons that promise “play”, “download” or “close” break its policy, because nothing happens when you press them. Pictures that look like a site warning or an error message are out too.
• It doesn’t say who you are. Ads that don’t name the product, service or business they’re promoting fall under Google’s unidentified business rule.
• It spills out of its space. Ads that expand beyond the frame or encroach on the website or app aren’t allowed.
• It promises too much. On YouTube and Discover, where Demand Gen also runs, Google blocks clickbait, such as exaggerated claims about price or results, and misleading before-and-after pictures.

One more applies because you’re in Ireland. Google’s image asset rules note that EU AI regulations require some ads with AI-made or AI-edited images to carry a disclosure or label. Google Ads has a setting to add one.

A disapproval isn’t final. Edit it and save, and Google reviews it again automatically. If you think Google got it wrong, you can appeal from the account.

Breaking the image quality policy won’t get your account suspended out of the blue, either. Google gives at least seven days’ warning first.

Why display ad images get cropped or look wrong

An image can be approved and still look wrong. Google resizes pictures to fit each ad space, so anything near the edges is at risk.

• Keep the subject in the middle. Google’s rule for image assets in search ads is to keep the important part inside the centre 80% of the picture. It’s a sound rule for display images too.
• Leave text and logos off the photo. Google advises against both in responsive ads. The headline already carries the words, and text on the picture can be unreadable in the smaller sizes.
• Don’t leave it mostly empty. Blank space shouldn’t take up more than 80% of the image.
• No borders, no rounded corners. Google wants square edges, so the picture runs right to the edge of the frame.
• One photo, not a collage. Google recommends single images in real settings, with natural light and shadow, over products cut out onto plain white.
• Check what Google adds. If the wrong pictures turn up in Performance Max, Google suggests checking whether landing page images or account-level automated assets are switched on.

Some shapes will already be sitting in your social folder. The 4:5 portrait is the same shape as a 1080 × 1350 Instagram portrait post, so one crop does both; just export it at 960 × 1200 for Google. The 1080 × 1920 vertical is exactly an Instagram Story.

The social media image sizes page has a cropper that cuts a picture to size in your browser. For any other crop, the aspect ratio calculator gives you the height for any width at 1.91:1 or 4:1.

Google display ads examples, and what a good one looks like

A display ad is the picture ad you see on a news site, in an app, in Gmail or on YouTube, rather than the text ad at the top of a search. A responsive one can even appear as a text ad, so your picture isn’t guaranteed a place.

So the words matter as much as the photo. Google’s own example of a good headline is “Our new wool socks are warm and cosy”, set against a bad one, “Our New Wool Socks”. The first tells you something. The second is a label in title case.

Say you fit kitchens in Galway. A strong set of assets would look like this.

• A landscape photo of a finished kitchen in a real room, in daylight, with no words on it.
• A square crop of the same kitchen, with the island in the middle so nothing important is lost.
• Your square logo on a solid background, and your business name spelled exactly as it is on the van.
• Headlines that say what the customer gets and when, in sentence case.
• A landing page that matches the ad. Google’s advice is that if the ad says “Call us”, your phone number should be on the page.

Some things are missing on purpose. There’s no “Click here” button painted on, no price in tiny type across the photo and no collage of six jobs.

For finished examples, Google keeps a rich media gallery you can filter by format, size, industry and country.

To see what your own competitors run, search the Ads Transparency Center. It’s free, but it has gaps. Google says it covers Search, Play, Maps, Shopping and YouTube, so a banner on a news site may not be there.

Then test. Google suggests three to four ads per ad group, each with a different message and image, and it shows the better ones more often. Put two side by side in the CTR calculator, which tells you whether one is really winning or just got lucky.

How to create a Google display ad

Both kinds start in the same place in your Google Ads account.

1. Open Campaigns, then Ads, and click the plus button.
2. Choose Upload display ads for finished banners, or Responsive display ad to have Google build them.
3. Pick the ad group.
4. For banners, upload each file as a GIF, JPG or PNG, or a ZIP for HTML5. For a responsive ad, add your images and logos, then your headlines, long headline, descriptions and business name.
5. Add the final URL, the page people land on.
6. Save. That starts Google’s review, and the ad runs once it’s approved.

Once new display campaigns can only be made in Demand Gen, you’ll build a Demand Gen campaign instead and choose where it shows. The pictures are the same ones.

Questions people ask about Google display ad sizes

What is the most common Google display ad size?

For uploaded banners, 300 × 250. It heads the list of common sizes on Google’s Demand Gen spec page, and AdSense puts it first among its top performing sizes. For responsive and Performance Max images, Google names 1200 × 628 and 1200 × 1200 as the most common.

What are the Google display ad sizes for mobile?

Google lists three mobile banners: 320 × 50, 300 × 50 and 320 × 100. AdSense marks the 300 × 250 as a mobile size too. Responsive ads look after phones themselves, from the landscape, square and vertical images you give them.

What are the dimensions of a 320×100 ad?

320 pixels wide by 100 high. Google calls it the large mobile banner, and it’s twice the height of the standard 320 × 50. As an uploaded image it has the same 150 KB limit as every other banner.

What is the 970×250 ad format?

It’s the billboard, 970 pixels wide by 250 high, made for wide screens. Google’s AdSense guide describes it as a brand format that works best in a premium spot above a page’s main content. It isn’t on Demand Gen’s list of common sizes, so make it after the core set.

What size is a Google Ads square image?

1200 × 1200 pixels, and no smaller than 300 × 300. One of Google’s spec tables still says 600 × 600 for responsive display ads, but 1200 × 1200 suits every campaign type, up to 5120 KB as a JPG or PNG.

What size should a Google Ads logo be?

Square, at 1200 × 1200, with a minimum of 128 × 128, or 144 × 144 in Demand Gen. The optional landscape logo is 1200 × 300, minimum 512 × 128. Keep the square one under 150 KB so Demand Gen takes it.

What are display ads in Google Ads?

Picture ads that Google places on websites, in apps, in Gmail and on YouTube, rather than the text ads at the top of the search results. The Google Display Network reaches more than two million sites and apps, and you run it from the same Google Ads account as your search ads.

How much do Google display ads cost?

Whatever you decide to spend. Google’s help on budgets says “the amount of your budget is entirely up to you”, and you can change it whenever you like.

What a click or a thousand views costs depends on who you target and how you bid, and how much Google Ads cost goes through it. To turn a budget into a price per thousand impressions, use the CPM calculator.

If you’d like the images made and the campaign run for you

You can make every file on the list yourself, and plenty of owners do. What eats the time is the second pass, fixing the crop that lost the product, the logo that vanished on white and the banner that saved at 180 KB.

Send us the photos and the logo you have. Tell us what you sell. Our Google Ads team will size them to Google’s specs, write the headlines, build the campaign in your own account and see every ad through review. Management starts at €450 a month plus VAT, and the price is published on the site.

If you’re not sure display pays for your business at all, start with the sum in are Google Ads worth it, which weighs what a customer is worth against what it costs to win one.