Google Display Ad Sizes and Specs (2026)

This page is a working reference for Google display ad sizes: the asset specifications for responsive display ads, the fixed dimensions accepted for uploaded display ads, and the file limits that apply to each. All figures below were verified against Google Ads Help on 12 August 2026; sources are listed at the end.

Two specs cover almost every campaign:

• 1200 × 628 (1.91:1 horizontal) and 1200 × 1200 (1:1 square) marketing images, which are what a responsive display ad actually needs.
• 300 × 250, 336 × 280, 728 × 90, 300 × 600 and 320 × 100, the fixed banner sizes to build first if you are uploading finished creative.

Where Google Display sits as of August 2026

Three things are true at the time of writing, and it is worth being precise about each.

Responsive display ads are the default format. You supply images, logos, headlines and descriptions, and Google assembles and resizes the ad to fit the available slot. Google describes them as "built to reach across almost any ad space on the Display Network". This is why there is no longer a single list of sizes you must design to for most campaigns.

Uploaded display ads still exist. If you want pixel-level control, or your brand team ships finished banners, Google still accepts fixed-size image, HTML5 and AMPHTML creative in the dimensions listed further down. Separately, the Gmail-specific display templates (Single Image and Custom HTML) were retired at the end of Q1 2023.

Display campaigns are being folded into Demand Gen. Google has published a three-phase migration of Google Display Ads campaigns to Google Display Network on Demand Gen:

• Phase 1 — began June 2026. A phased rollout of a migration tool inside Google Ads, letting eligible advertisers move existing Display campaigns to GDN on Demand Gen themselves.
• Phase 2 — announced, no published date. New Google Display Ads campaigns can only be created within Demand Gen. Existing Display campaigns remain accessible and editable until they are migrated.
• Phase 3 — announced, no published date. Remaining eligible Display campaigns are migrated automatically, with no advertiser action.

Google had not published dates for phases 2 or 3 when this page was checked on 12 August 2026. The practical consequence for creative planning is that Demand Gen's asset specs are worth building to now, because they are a superset of the display specs — they are listed at the bottom of this page.

Responsive display ad specs

These are the asset requirements for a responsive display ad. Images and logos share a maximum file size of 5,120 KB (5 MB).

One inconsistency worth knowing about: Google's responsive display ads specs page lists the recommended square marketing image as 600 × 600, while its "Create a responsive display ad" page lists 1200 × 1200. Both give the same 300 × 300 minimum. Supplying 1200 × 1200 satisfies either, and gives the crop and downscale headroom that larger placements need, so that is the figure in the table above.

Text assets

The long headline is the one most often wasted. It replaces the short headline in larger placements and is not truncated at 30 characters, so it is the only field with room for a real proposition rather than a label.

Uploaded display ad sizes

These are the fixed dimensions Google accepts for uploaded display creative. They are the sizes to build if you are shipping finished banners rather than letting Google assemble the ad.

Square and rectangle

Skyscraper

Leaderboard

Mobile

Google also lists regional sizes that are only available in certain countries, including the Polish billboard formats at 750 × 100, 750 × 200 and 750 × 300.

File requirements for uploaded ads

• Image ads (animated and non-animated): GIF, JPG or PNG, maximum 150 KB.
• HTML5 ads: a ZIP containing HTML and optionally CSS, JS, GIF, PNG, JPG, JPEG or SVG. The ZIP must be 600 KB or smaller, and no more than 40 files may be included.
• AMPHTML ads: a ZIP containing a single HTML document plus up to 39 media assets, compressed to no more than 600 KB. Dimensions must be declared with a meta tag in the document head: <meta name="ad.size" content="width=W,height=H">.
• Animation: 30 seconds or shorter. Animations may loop but must stop after 30 seconds. Animated GIFs must run slower than 5 frames per second.

The 150 KB image limit is the one that bites in practice. It applies regardless of dimension, so a 970 × 250 billboard and a 300 × 50 mobile banner share the same budget. Lifestyle photography at large dimensions usually needs to be re-exported at lower quality or replaced with flatter, more compressible artwork.

Which sizes to prioritise

The honest answer for most advertisers is that size selection is no longer the lever it was. A responsive display ad is resized by Google to fit whatever slot it wins, so the equivalent decision is which ratios you supply and how many variants. Supplying both the 1.91:1 and 1:1 marketing images, plus both logo ratios, is what makes an ad eligible for the widest set of placements.

If you are building fixed-size creative, Google publishes the sizes responsive display ads are most commonly rendered at, which is the closest thing to a documented statement of where the inventory is:

• On mobile: 300 × 200, 300 × 50, 300 × 100, 250 × 250 and 200 × 200.
• On computers: 300 × 250, 336 × 280, 728 × 90, 970 × 90, 468 × 60, 300 × 600, 160 × 600, 250 × 250 and 200 × 200.

A defensible starting set, covering both lists without building twenty files, is 300 × 250, 336 × 280, 728 × 90, 300 × 600, 160 × 600 and 320 × 100. Add 970 × 250 only if you have creative that earns the space.

Two things are worth holding lightly. First, claims that a particular size has "the most inventory" are rarely sourced — Google publishes the common-sizes list above, not a ranked inventory share, and available inventory varies by vertical, geography and the publishers you are eligible for. Second, larger formats tend to report higher click-through rates partly because they are served in fewer, more premium slots, so a CTR comparison across sizes is not a like-for-like test. If size selection matters to your account, measure it in your own account data rather than against a published league table.

Demand Gen asset specs

Because Display campaigns are migrating into Demand Gen, these are the specs worth designing to for anything built after mid-2026. Maximum image file size is 5 MB; accepted formats are JPG, PNG and GIF.

Google recommends uploading three images of each orientation for maximum placement coverage. A single image ad accepts up to 20 image assets; a carousel ad takes 2 to 10 images, one per card. On text, Demand Gen allows headlines of up to 40 characters (with at least one headline of 30 characters or fewer), descriptions of up to 90 characters, one to five of each, and a 25-character business name.

The practical difference from display is the vertical ratios. A library built only at 1.91:1 and 1:1 will run in Demand Gen, but will not be eligible for the full-screen vertical surfaces, which is where a meaningful share of the format's reach sits. The same 9:16 masters you build for YouTube and for Facebook and Instagram will serve here.

Frequently asked questions

What is the best Google display ad size?

For responsive display ads, the question does not apply — supply 1200 × 628 and 1200 × 1200 marketing images and Google resizes them. For uploaded creative, 300 × 250 appears on both of Google's common-size lists (mobile and computer) and is the most portable single size to build.

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

Uploaded image ads are capped at 150 KB. HTML5 and AMPHTML ZIP uploads are capped at 600 KB. Responsive display ad images and logos are capped at 5,120 KB (5 MB), and Demand Gen images at 5 MB.

Can you still upload fixed-size display banners?

Yes. As of 12 August 2026 Google still documents and accepts uploaded display ads in the dimensions listed above, alongside responsive display ads. How long that persists through the Demand Gen migration has not been stated by Google.

Are Discovery campaigns still a thing?

No — Discovery campaigns were renamed Demand Gen. Any guidance still referring to "Discovery campaigns" predates that rename. Demand Gen is now also the destination for migrated Display campaigns.

How many ad sizes should we build?

For a responsive display ad, up to 15 marketing images, 5 logos, 5 headlines and 5 descriptions, though Google's recommended counts are lower: 5 images per ratio, 1 logo per ratio. For uploaded creative, six sizes covering the common desktop and mobile slots is a reasonable production budget for most ecommerce accounts.

Sources

All verified 12 August 2026:

• Responsive display ads specs and format requirements — Google Ads Help. Image, logo, video and text asset specs.
• Create a responsive display ad — Google Ads Help. Maximum file size of 5,120 KB; alternative square recommendation.
• Manage your responsive display ads — Google Ads Help. Maximum asset counts.
• Uploaded display ads specifications — Google Ads Help. Fixed sizes, file formats, ZIP limits, animation rules.
• About common sizes for responsive display ads — Google Ads Help. Common rendered sizes on mobile and computer.
• Migration phases for Display campaigns to Demand Gen — Google Ads Help. Phase 1 from June 2026; phases 2 and 3 announced without dates.
• Image asset specifications for Demand Gen campaigns — Google Ads Help.
• Demand Gen campaigns specs and format requirements — Google Ads Help. Text asset limits.

Next steps

Specs drift at the edges, and the Demand Gen migration will keep moving through its later phases, so re-check the Google Ads Help pages above before a large creative build. For the strategy side of Display, see our overviews of Google Display Ads, digital display campaigns and Performance Max, or how display fits alongside other performance marketing channels.

First Pier is an ecommerce agency in Portland, Maine that builds and optimizes Shopify storefronts and runs the paid media that grows them. If you want a second pair of eyes on a Display or Demand Gen build, get in touch.