Google display ad specs
Image sizes, logos and text limits for Google responsive display ads, plus the standard IAB banner sizes and the 150 KB limit for uploaded image ads.
Google display campaigns in IntentBid use responsive display ads. You upload images, logos and text, and Google assembles ads that fit almost any space on the Display Network. If you already have finished banners, you can also run uploaded image ads in fixed sizes.
Responsive display ads: text
Limits at the time of writing, from Google Ads Help.
| Element | How many | Characters each | What IntentBid checks |
|---|---|---|---|
| Headlines (short) | 1–5 | 30 | 1–5, each ≤30 |
| Long headline | 1 | 90 | Present, ≤90 |
| Descriptions | 1–5 | 90 | 1–5, each ≤90 |
| Business name | 1 | 25 | ≤25 |
| Call to action | Automatic | — | — |
The short headline appears in small spaces, often with no description, so it must work alone. The long headline replaces it in larger spaces and usually shows with a description.
Responsive display ads: images and logos
| Asset | Ratio | Recommended | Minimum | How many |
|---|---|---|---|---|
| Landscape image | 1.91:1 | 1200 × 628 px | 600 × 314 px | 1–15 (5 recommended) |
| Square image | 1:1 | 1200 × 1200 px | 300 × 300 px | 1–15 (5 recommended) |
| Square logo | 1:1 | 1200 × 1200 px | 128 × 128 px | Optional, up to 5 |
| Landscape logo | 4:1 | 1200 × 300 px | 512 × 128 px | Optional, up to 5 |
- Formats: JPG or PNG.
- File size: up to 5120 KB (5 MB) per image at the time of writing. IntentBid accepts uploads up to 1.5 MB, which is plenty at these sizes.
- Safe area: keep the subject in the centre 80% of the image. Google crops for different spaces.
- No overlays: images must not carry text, buttons or logos on top. Google adds the text itself, and overlays are a common reason for disapproval. Put the logo in the logo fields.
- Also not allowed: blurry, distorted or badly cropped images, collages, and images with large empty areas where the product can't be recognised.
Optional videos (16:9, 1:1 or 2:3) can be added in Google Ads after launch.
Uploaded image ads: standard sizes
Use these when your design team delivers finished banners. Each banner shows only in spaces of exactly its size, so cover the common ones.
| Type | Sizes (width × height) |
|---|---|
| Square and rectangle | 200 × 200, 240 × 400, 250 × 250, 250 × 360, 300 × 250, 336 × 280, 580 × 400 |
| Skyscraper | 120 × 600, 160 × 600, 300 × 600, 300 × 1050 |
| Leaderboard | 468 × 60, 728 × 90, 930 × 180, 970 × 90, 970 × 250, 980 × 120 |
| Mobile | 300 × 50, 320 × 50, 320 × 100 |
Some sizes (930 × 180, 250 × 360, 980 × 120, 580 × 400) only serve in certain countries.
Must-have set for B2B: 300 × 250, 336 × 280, 728 × 90, 300 × 600, 160 × 600 and 320 × 50. These IAB standard sizes cover most desktop and mobile inventory.
| Rule | Limit at the time of writing |
|---|---|
| Formats | GIF, JPG or PNG |
| File size | 150 KB maximum |
| Animation | 30 seconds maximum, then it must stop; slower than 5 frames per second |
| HTML5 | ZIP up to 600 KB with no more than 40 files, for eligible accounts only |
The 150 KB limit is the one that trips people up. A 300 × 600 PNG with a photo is often 400 KB or more. Export as JPG, or use the image compressor with the Google display · 150 KB preset.
Responsive or uploaded?
| Responsive display ad | Uploaded image ads | |
|---|---|---|
| Reach | Fits almost every space | Only spaces matching each size |
| Work | One set of images and text | One file per size |
| Control | Google picks the layout | Exact design, pixel for pixel |
| Best for | Prospecting and ABM lists | Brand-strict campaigns, retargeting with a fixed design |
Most B2B campaigns start with a responsive display ad, then add uploaded banners if brand control matters.
Make it in the studio
The Ad package in the Creative studio makes every size from one photo and logo: clean responsive images and logos with no overlay, and IAB banners with your headline and button, each under 150 KB. See Creative studio tools and B2B display creative best practices.