Do you need to know what Google Ads display ad sizes are the most common?

In this post, we’ll show you the most popular banner ad sizes, which banner sizes perform the best, and give you free downloadable templates to help you get started. Then we’ll show you how to design high performing Google display ads even if you’re not a designer.

Most Common Google Ads Display Ad Sizes

All the below sizes are listed in pixels. However, regardless of the dimensions, all banner ads must be no larger than 150 KB in file size.

  • 250 x 250 – Square
  • 200 x 200 – Small Square
  • 468 x 60 – Banner
  • 728 x 90 – Leaderboard
  • 300 x 250 – Inline Rectangle
  • 336 x 280 – Large Rectangle
  • 120 x 600 – Skyscraper
  • 160 x 600 – Wide Skyscraper
  • 300 x 600 – Half-Page Ad
  • 970 x 90 – Large Leaderboard

The only ad size that’s not available on a desktop/tablet but is available on high-end mobile devices is:

  • 320 x 50 – Mobile Leaderboard

Looking for a complete list of all Google Ads display ad sizes?

Download The Complete List

Top 5 Best Performing Google Ads Banner Sizes

We’ve listed the top five best performing banner ad sizes according to Google. The picture next to each size gives you an idea of how they look and where they appear.

  • Medium Rectangle (300×250)

Google Ads Display Ad 300 x 250

  • Large Rectangle (336×280)

Google Ads Display Ad 336 x 280

  • Leaderboard (728×90)

Google Ads Display Ad 728 x 90

  • Half Page (300×600)

Google Ads Display Ad 300 x 600

  • Large Mobile Banner (320×100)

Google Ads Display Ad 320 x 100

Accepted File Formats

Make sure you save your final designs in the correct file format.

Google only accepts the following file formats:

  • JPEG
  • SWF
  • PNG
  • GIF

Generally speaking, JPEG offers the best compression options, so if your file size is cutting it close try saving it as a JPEG. If you’re using Adobe Photoshop or Illustrator you can use the save for web feature to see which file type works best.

To access this feature open the file menu, click on Export, and select Save for Web.

banner ad photoshop

Next, you’ll click on the 4-Up tab so you can see a few different versions of your banner ad.

display ad save for web

As you can see the original version of my ad was too large at 183 KB. However, after choosing the JPEG file format and adjusting the quality to 75 my file comes in at only 16 KB.

Photoshop automatically shows you two other versions of your banner ad with additional tweaks to make the file even smaller. However, there’s no reason to make your file smaller than 150 KB, so if its small enough avoid decreasing the quality any further. If the quality is too low Google can reject your ad.

Required Design Elements

In addition to meeting size and dimension requirements, ads created for Google Display Network should also include specific design elements. Although all of these aren’t required by Google Ads they’re a must if you want to hit your goals.

  • Image – Choose a colorful image that represents your brand, stands out, and gets your audience’s attention.
  • Text – Keep your written message short and catchy your image should take care of the rest.
  • Logo – Use a contrasting version of your logo and make sure it’s easy to recognize even on smaller banner ad sizes.

Display Ad Types

There are a number of different types of ads that you can create:

  • Responsive Ads – This type of ad is created directly in Google Ads and will automatically format to almost any ad size.
  • Gmail Ads – These are ads made specifically for Gmail and have some unique requirements.
  • Upload Display Ads – These are the ads that you can create or upload.

Creating Responsive Display Ads

If you don’t have a display campaign already creating in your account you’ll need to create on to get started. Once you’ve created a display campaign, you can add responsive banner ads by opening your Ads & extensions tab. From here click on the plus symbol and select Responsive display ad from the dropdown.

google ads responsive display ad

Next, select your ad group and start filling in the required fields. You’ll need to enter a final URL, up to 5 headlines, a long headline, up to 5 descriptions, and your business name.

Tip: You’re only required to enter one headline, but Google will automatically test up to five (5) headlines at a time. Over time Google will pick the best performing headline and try to show it most often.

When it comes to adding images and logos to your add Google has you covered with their scan website feature. All you need to do is enter the URL of your website and Google will scan it to find images and logos that you can use in your ads.

Scan Website

The tool doesn’t always find what you’re looking for, but it will provide you with some options. If you don’t find what you’re looking for then you can click on the upload tab to add images of your own.

upload images

Uploading images of your own is pretty self-explanatory. You can either use the button to browse and find images to upload or simply drag and drop them.

Additionally, you can search through a library of stock images related to your products and services.

stock images

Enter your website URL again and Google will find images that are related to your website. As you can see from the search above they really have our number #guiltyascharged.

If you want to pick from images that you’ve used in other display ad campaigns you can open the recently used tab.

recently used

Keep in mind that no matter how you choose your images they’ll need to meet Google’s specifications.

google display ads image ratio

For background images you’ll have two different ratios to work with:

  • Landscape (1.91:1)
  • Square (1:1)

google display ads logo ratio

For logos you’ll also have two ratios to choose from:

  • Square: (1:1)
  • Landscape (4:1)

Creating Gmail Display Ads

Like responsive ads, much of the image selection process for Gmail display ads is the same. You can scan your website, upload your own photos, select from stock images, and browse recently used images.

On the other hand, unlike responsive ads, Gmail display ads now support video. If you’ve already uploaded your ad to Youtube you can search for your video, find it, and select it without ever leaving Google Ads.

Gmail Video Ads

You can also view and select from a list of videos you’ve used in other ad campaigns in the recently used tab.

Gmail Video Ads Recently Used

However, video ads aren’t the only new feature to become available with Gmail ads. You can also add up to fifteen (15) separate catalog images all with their own unique call to action and final URL.

Gmail Display Ad Campaigns Catalogue Images

You can customize your Gmail ads even further by enabling a custom teaser, customizing your call to action, and changing your color options. All these features allow you to create a truly unique ad that matches your brand and more importantly captures your customer’s attention.

Gmail Display Ads More Options

Of course, you also get a nice preview pane to the right of your workspace so you can see how each change affects your ads appearance.

Gmail Video Ad With Catalog Images

Finally, you can toggle between different previews and switch between the mobile and desktop views to make sure everything checks out.

Uploading Custom Display Ads

If you’re a designer or are working with one then you can create custom banner ads and upload them for immediate use. You can create static or animated banners as long as they meet the size and file type requirements. If you’re using HTML5 or AMPHTML ads then you can upload them as a ZIP.

Uploading Custom Display Ads

Since you’ll be pretty limited on options after the ad is uploaded most of your work will be performed outside of Google Ads. However, you’ll still want to be aware of all the rules and restrictions to make sure your ads get the best results.

Rules And Restrictions

Before you hit save and launch your campaign you’ll want to make sure your ads don’t violate any of Google’s advertising policies. Most of these are obvious and won’t require much research. However, there are a few tricky rules that can trip you up and get your ads rejected if you’re not aware of them.

For example, if your ad has a solid white background you’ll need to give it a dark border outline. This is to make sure ads can be differentiated from the websites they are served on and won’t be mistaken for native content.

Designing Google Display Ads

Don’t worry, you don’t have to be an expert designer to create high performing banner ads. There are several great online tools like bannersnack that can simplify the design process and even provide ready-made templates.

Although I won’t spend time elaborating on specific design techniques or tools. I will provide you with some times tested design principles that will help you create better ads, regardless of the tools you use.

  • Keep it simple – Your images should be high quality and easily recognized as people will only take a few seconds to look at your banner. The same is true for your text, the more concise you can make your ads headline the better.
  • Use a strong value proposition – Aside from being large and easy to read the text you use to accompany your images should convey value instantly. Use alert words that get readers attention and context words to build trust, but most importantly tell users what they are missing out on if they don’t click on your ad.
  • Be brand consistent – It’s okay to use colors that make your ad stand out, but you also want to stay consistent with your brand. You shouldn’t use colors that clash with your logo or other branded images and whenever possible you should try to coordinate the look of your ad with the landing page it’s connected to.
  • Use a lazy call to action – Your CTA should use lazy words like see, try, and watch to urge customers to take action. These words indicate that users will get what they want immediately when they click on your ad. To learn more about CTAs check out Neil Patel’s article about creating effective call to actions.

Here’s an ad from Unbounce that uses a simple design, has an excellent value proposition, stays brand consistent, and does a great job on the lazy call to action.

Unbounce Ad Example

This ad from Google uses plenty of white space to get you focused on the product and grab your attention.

Google Ad Example

Here’s an ad from Grammarly that really aces the test. They do a great job of creating urgency and make you feel like your missing out if you don’t try Grammarly. Additionally, it matches their brand, uses a lazy CTA, and keeps it simple.

Grammarly Ad Example

A/B Testing Your Banner Ads

Like your landing pages and text ads, your banner ads aren’t complete until you’ve created a competitor and put them to the test.

Testing your ads continuously is the best way to improve your ads performance and learn what design works best with your audience. This doesn’t mean you should make two completely different ads. Instead, try making small changes to your original ad to see if your performance increases.

For example, check out these two ads from PayPal.

Paypal Ad ExamplePaypal ad example 2

See how they didn’t change everything about the ad. The text, branding, and call to action are identical in both ads. However, in the second ad they’ve moved the logo to the bottom, changed the background to a darker gradient, and swapped the icon for an iPhone.

You can take a page from their book and start testing small changes to your original ad. You could even start by testing a different CTA. In one A/B test by HubSpot, they were able to increase click-through rates by 211% just by changing their call to action. So the lesson here is you don’t have to make big changes to see big results.

Conclusion

Some ad sizes are more common than others because there’s more space available for those sizes. So making use of these more common ad sizes can have a positive effect on your campaign’s performance, but it’s only a small piece of a successful display ads campaign. Your design also makes an impact on how your ad performs.

So you shouldn’t get to caught up on the top performing ad sizes. Instead, spend some time testing different ad sizes and find what works best for you.

And of course, you can always hire our talented design team to give you hand.

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luke heinecke

Luke Heinecke

Founder/CEO

Luke is in love with all things digital marketing. He’s obsessed with PPC, landing page design, and conversion rate optimization. Luke claims he “doesn’t even lift,” but he looks more like a professional bodybuilder than a PPC nerd. He says all he needs is a pair of glasses to fix that. We’ll let you be the judge.

luke heinecke

Luke Heinecke

Founder/CEO

Luke is in love with all things digital marketing. He’s obsessed with PPC, landing page design, and conversion rate optimization. Luke claims he “doesn’t even lift,” but he looks more like a professional bodybuilder than a PPC nerd. He says all he needs is a pair of glasses to fix that. We’ll let you be the judge.