Here’s our list of every Google ad size, ad type, and when to use each. Check it out to find the right ad size for your next Google ad campaign.

Here, you’ll find:

  1. Why do Google ad sizes matter?
  2. What are responsive ads?
  3. What are the best ad sizes by ad type?
  4. Which ad sizes can I use by ad type?
  5. What are the top-performing Google display banner ad sizes?
  6. How to choose the right Google Display Ad size
  7. Testing the performance of different ad sizes

Love ‘em or hate ‘em, Google ads are what help businesses rake in more revenue. And like a traditional print ad, size and aesthetics matter. The bigger the ad, the more noticeable it is. The better the visuals, the more likely it’ll gain intrigue (and clicks).

Choose the wrong ad size? You’ll risk no clicks or conversions.

For this post, we interviewed seven experts a mix of C-suite executives, a Nasdaq-featured company director, a wedding planner of 10 years, and a PR professional. They all have one thing in common: hands-on experience with Google ad sizes.

Why do Google ad sizes matter?

Google ad sizes matter because they determine how much ad space you’ll take up on a web page, search engines, or social media. Different ad goals require different ad sizes.

Do you want to be conspicuous, or does the campaign structure call for subtle visual reminders? No matter your ad campaign goals, there’s a best-fit ad size for you.

  • Ad size affects visibility. Larger ads are more likely to be seen than smaller ads because they take up more space on a web page and are, therefore more likely to catch the user’s eye.
  • Ad size affects conversion rate. Studies have shown that larger ads have a higher conversion rate than smaller ads. This is because the larger size gives users more time to read the ad and consider taking action.
  • Ad size affects cost per click (CPC). CPC is the amount of money you pay each time someone clicks on your ad. The CPC of an ad is determined by a number of factors, including the ad’s position on the page, relevance to the user, and click-through rate. Larger ads tend to have a higher CPC than smaller ads. Again, they are more visible and more likely to be clicked.

With luxury lifestyle brand, Apotheke, a top priority was getting new customers. So we used a mix of ad sizes that were sure to convert. Our combined efforts resulted in a 25% increase in conversion rates.

What are responsive ads?

Responsive ads use artificial intelligence (AI) to pick the best ad size for optimal conversions. All you have to do is upload your assets (logos, headlines, images, descriptions, CTA, and videos) and Google’s AI will combine these assets for placements in websites, apps, Gmail, and YouTube.

Responsive ads have many benefits. For Riva Jeane May Caburog, PR/Media Coordinator at Nadrich & Cohen personal injury law firm, responsive ads save time by eliminating manually designing ads for every possible size.

“It also ensures a consistent brand presence, as your ads adapt seamlessly to various placements,” says Caburog. “However, regularly review the performance of your responsive ads and refine the creative assets to achieve the best results. As user behavior and preferences evolve, staying adaptive and responsive to your ad designs can significantly enhance your campaign’s effectiveness.”

Responsive ads are similar to Dynamic Search Ads in the sense that they both generate headlines dynamically. However, with Dynamic Search Ads (DSAs), you have less control over ad content. DSAs are more automated than responsive ads.

Which ad sizes can I use (by ad type)?

Depending on the type of ad you’re going with, there are many ad sizes you could fit into your next digital marketing campaign. This section is a breakdown of available dimensions for the most popular Google Search Ads.

Display Ads

Google categorizes Display Ads into three types:

  • Image ads
  • Responsive Display Ads (image)
  • Responsive Display Ads (logo)

With 48 sizes, Image ads have the widest variety of dimensions for Display Ads:

PPC Display image ad dimensions

Source: HawkSEM

When adding images to your ads, you can use file types like jpg, gif, or png.

For Responsive Display Ads (image), the dimensions are:

  • Aspect ratio of 1.91:1 and minimum resolution of 600 x 314px
  • Aspect ratio of 1:1 and minimum resolution of 300 x 300px

The (logo) version of Responsive Display Ads have different dimensions. They are:

  • Aspect ratio of 1:1 and minimum resolution of 128 x 128px
  • Aspect ratio of 4:1 and minimum resolution of 512 x 128px

App ads

App ads are classified under four types:

  • App install ad
  • Image app install ad
  • App ad for installs
  • App ad for engagement
"Google

Source: Google

The ad specs for an App install ad is 1.91:1, with a 600 x 314 minimum.

Image app install ads have 30 dimensions:

App Install Ad Image Dimensions

Source: HawkSEM

For app ads for installs, the 31 sizes include an aspect ratio of 1.91:1 and minimum resolution of 600 x 314px, as well as:

App ad for installs: image dimensions

Source: HawkSEM

App ads for engagement. The five dimensions include:

  • 300 x 250
  • 320 x 50
  • 320 x 480
  • 480 x 320
  • 1200 x 628

Note: Don’t confuse “image app install ad” with “app ad for installs.” The wording is similar, but there are two key differences:

  1. Google sees Image app install ads as Display Ads that simply appear in apps.
  2. App ads for installs are ads created for app campaigns.

Also, an “App ad for engagement” is created for an app campaign with the sole purpose of driving engagement.

Video ads

Video ads have four types:

  • TrueView In-stream
  • Bumper video ad
  • Non-skippable video ad (banner)
  • Outstream ads (logo)

TrueView In-stream, Bumper video ad, and Non-skippable video ad (banner) share a single dimension.

  • 300 x 60

Outstream ads (logo)

  • Any 1:1 ratio
  • Any resolution between 1×1 and 1024 x 1024px

Local ads

Local ads appear to local searchers looking for your products or services. To appear here, you must have optimized and updated listings. You only pay if a customer contacts you through the ad.

Local ads are divided into two types: image and logo.

Image sizes include

  • Aspect ratio of 1.91:1 and minimum resolution of 600 x 314px
  • Aspect ratio of 1:1 and minimum resolution of 314 x 314px

Logo formats include

  • Aspect ratio of 1:1 and minimum resolution of 116 x 116px

Discovery ads

Google Discovery Ads are grouped into 11 categories, which include:

  • Discovery ad (image)
  • Discovery ad (logo)
  • Discovery carousel ad (image)
  • Discovery carousel ad (square image)
  • Discovery carousel ad (logo)
  • Gmail image ad (image)
  • Gmail ad (image)
  • Gmail ad (logo)
  • Gmail ad (header)
  • Gmail ad (catalog image)

Discovery Ads appear in the Discovery section of Google mobile app on Android devices. They are also shown in different spots around Gmail mobile and desktop. Discovery Ads categories have nearly identical names. Despite this, Discovery Ads show up differently because of its various formats:

Discovery ad (image)

  • Aspect ratio of 1.91:1 and minimum resolution of 600 x 314px
  • Aspect ratio of 1:1 and minimum resolution of 300 x 300px

Discovery ad (logo)

  • Aspect ratio of 1:1, minimum resolution of 128 x 128px

Discovery carousel ad (image)

  • Aspect ratio of 1.91:1, minimum resolution of 600 x 314px

Discovery carousel ad (square image)

  • Aspect ratio of 1:1, minimum resolution of 300 x 300px

Discovery carousel ad (logo)

  • Aspect ratio of 1:1, minimum resolution of 128 x 128px

Gmail image ad (image)

  • Any resolution in the range between 300 x 650px and 300 x 1000px
Gmail image ad

Source: Gmail

Gmail image ad (logo)

  • 144 x 144px

Gmail ad (image)

  • Landscape ratio of 1.91:1, minimum resolution of 600 x 314px
  • Square ratio of 1:1, minimum resolution of 300 x 300px

Gmail ad (logo)

  • Square ratio of 1:1, minimum resolution of 144 x 144px

Gmail ad (header)

  • Any ratio between 3:1 and 5:1
  • Minimum resolution 300 x 100px

Gmail ad (catalog image)

  • Aspect ratio of 1:1 and minimum resolution of 300 x 300px

What are the best ad sizes by ad type?

Each ad type has certain “winning” specifications. Well, except for Local and Discovery Ads. There are no recommended dimensions for these ad types because they have many variations.

In this section, we draw from Google’s own research to present the top-of-the-shelf ad sizes per ad type. Try these out to maximize your ad performance.

Display Ads

The five best sizes for Display banner ads, according to Google are:

  • Medium rectangle — 300 x 250
  • Large rectangle — 336 x 280
  • Leaderboard — 728 x 90
  • Half page — 300 x 600
  • Large mobile banner — 320 x 100

This info from Google checks out in the real world — the majority of experts we spoke to cited the Medium rectangle and the Leaderboard as their best-performing ad sizes.

Many experts echo Sudhir Khatwani’s advice, “The leaderboard (728×90) and medium rectangle ad (300×250) are the go-to for grabbing attention and securing those precious click-throughs.”

Khatwani is the Director of The Money Mongers, Inc. He’s been featured on Yahoo Finance, Nasdaq, Lifewire, GoBankingRates, Arizona State University, and SHEfinds for his business advice.

App ads

Since a September 2021 update, Google App ads moved from being size-based to more ratio-based. These types of ads have three aspect ratios: Square, Landscape, and Portrait. The recommended sizes by Google are:

  • 1200 x 1200 px
  • 1200 x 628 px
  • 1200 x 1500 px

Note: App ads have a higher file size limit of 5MB. This allows you to upload creative assets at a high quality than the standard 150KB.

Video ads

For video ads, the recommended resolution is 1080p—that is, full HD.

Your video ads can be:

  • Square — 1080 x 1080 px
  • Horizontal —1920 x 1080 px
  • Vertical —1080 x 1920 px

The above are the Google-recommended sizing for each video ad type.

In terms of Aspect ratio, Google recommends:

  • 1:1 for square
  • 16:9 for horizontal
  • 9:16 for vertical

“For video ads, a standard aspect ratio is 16:9, and maintaining this is vital for delivering optimal viewing,” says David Godlewski, CEO of Intelliverse, a company that has been providing enterprise-grade communications solutions for 30 years.

“Deviating from the specified aspect ratio can result in visual distortion, which negatively impacts the ad’s appearance and effectiveness. It can also lead to an unprofessional presentation and deter viewers from engaging with the content or understanding the message.”

top performing ad sizes for google display banners

Source: HawkSEM

What are the top-performing Google Display banner ad sizes?

There are many Display banners in the Google Display Network (GDN), those with the highest click-through and conversion rates include:

  • Banner (468 x 60)
  • Half banner (234 x 60)
  • Mobile banner (320 x 50)
  • Vertical banner (120 x 240)
  • Square (250 x 250)
  • Small square (200 x 200)
  • Small rectangle (180 x 150)
  • Half page (300 x 600)
  • Large rectangle (336 x 280)
  • Skyscraper ad (120 x 600)
  • Wide skyscraper (160 x 600)
  • Medium rectangle (300 x 250)
  • Portrait (300 x 1050)
  • Billboard (970 x 250)
  • Leaderboard (728 x 90)
  • Large leaderboard (970 x 90)

Leaderboard: 728 x 90

The leaderboard is one of the costliest ad sizes because it’s effective, and many marketers want it. A leaderboard ad is big and obvious at the top of web pages. So it’s more likely to be seen by potential customers.

audibe

Source: Audible

Working with Apotheke, the leaderboard display and video ad formats produced the best results in terms of conversions and ROAS.

Note: There’s a mobile leaderboard for mobile devices. Display advertising isn’t limited to PCs alone.

Medium rectangle: 300 x 250

Medium rectangle is one of the most popular Google Display Ads. PPC experts consider it to be a conversion-boosting ad size.

moosend

Source: Moosend

Large mobile banner: 320 x 100

The large mobile banner is used for mobile ads, replacing the 320 x 50 mobile banner as a popular ad choice Likely because smartphone screens increased, along with their usage rates.

Half page: 300 x 600px

A half-page ad takes up a significant portion of the webpage. It’s suitable for brand awareness campaigns where the message needs to be front and center.

Large rectangle: 336 x 280

“The size of your ad can significantly impact load times, and it’s crucial to prioritize quick loading to prevent users from abandoning the page while waiting for the ad to load,” explains David Bitton, Co-Founder and CMO at DoorLoop, a property management software for the real estate PropTech industry. “Users are more likely to leave a page if they have to wait too long for an ad to load.”

To increase page speeds, you can:

  • Optimize image and media files for the web
  • Use efficient coding
  • Employ content delivery networks (CDNs) for faster content delivery

Bitton also notes that you should strike a balance between eye-catching visuals and fast load times.

“Avoid using excessive colors and media that can bloat the ad’s file size,” continues Bitton. “Streamline the design to include essential elements that convey the message effectively.”

How to choose the right Google Display Ad size

Although Google ad sizes are rudimentary, there are factors to consider when choosing the right ad size(s). To select the best Display Ad size for your campaign, you must:

  • Know your industry
  • Budget accordingly
  • Consider your ad objectives

Know your industry

Some industries are more suited to certain ad sizes than others. For example, if you’re selling shoes, you may want to use a larger ad size so that people can see the product clearly.

Budget accordingly

Larger ad sizes can be more expensive, so factor that into your budget when deciding.

“Generally, the bigger sizes might have you digging a bit deeper into your pockets, thanks to their standout positions,” says Khatwani. But trust me, zeroing in on the sizes that have a knack for performing well can be a real cost-saver in the grand scheme of things.”

Consider your ad objectives

“Whe­n choosing the perfect ad size­, it’s crucial to align it with your campaign goals,” advises Mary Smith, Founder of Vowness, and wedding planner with over 10 years of experience in marketing her brand.

According to Smith, it’s better to use large­r ad sizes like 300×250 or 336×280 to increase brand awareness and engagement, since they have better visibility on web pages.

“However, if your main objective is ge­nerating clicks or conversions, responsive­ ads that adjust seamlessly to different screen sizes offer a consistent user experience and are worth considering,” explains Smith.

In summary, choosing the right Google Display Ad size is a simple and data-powered affair. In-depth knowledge of your business makes the job easier. Our proprietary software, ConversionIQ integrates with Google Ads and has AI predictive capabilities to reduce ad spend, while drastically improving conversions.

Testing the performance of different ad sizes

Testing helps to pinpoint the right Google ad size. No Google Ads campaign can be effective long-term without testing and iterations.

At HawkSEM, we run small and large display campaigns and use many, if not all, Display Ad sizes. We learned that a comprehensive approach with A/B testing, conversion tracking, lead quality scoring, and ROAS analysis is key to establishing a successful Display Ad campaign.

A/B tests

“If you’re unsure what size will work best for your audience and goals, run an A/B test to see what performs superior,” Christy Pyrz, CMO of Paradigm Peptides, which helps people achieve healthy living.

An A/B test compares two versions of an ad to see which one performs better. For example, you can test the Large rectangle (336 x 280) against the Medium rectangle (300 x 250) to see which performs best.

Key performance metrics

“Analyze key performance metrics, such as click-through rate, conversion rate, and return on ad spend for each ad size,” says Pyrz. “From there, you can determine what’s performing the best and continue to use those sizes moving forward.”

Here’s a closer look at each metric:

  • Conversion tracking: Tracks how many people take a desired action after clicking on your ad. For example, tracking how many people sign up for your email list or make a purchase.
  • Click-through rate (CTR): Conversion rate is the percentage of users who take the desired action after clicking on an ad. Larger ads tend to produce higher CTRs than smaller ads. This is because they are more visible and therefore more likely to be clicked on.
  • ROAS analysis: Return on ad spend, ROAS, is a vital metric in Google Ads Marketing. Measure your ROAS by dividing the total revenue generated by your ads by the total cost of your ad campaigns. Do this separately for several ad sizes to see which yields the highest returns.

Optimization

Review and optimize your ad sizes based on performance data.

“We aim for statistical significance and ROI,” says Sam Yadegar, CEO of HawkSEM, who has decades of experience running successful PPC campaigns. “So for example, let’s say the client’s goal is a $100 CPA. We’d set up bidding and A/B testing where we get enough traffic to confirm whether or not ads are performing. In the case of $100 CPA, $500 will usually be enough to determine winners, losers, and the Ads that need refining.”

The takeaway

At first glance, Google ad sizes may seem like a tough nut to crack. Thankfully, there’s original research from Google that reveals the best options to pick.

“Like everything else, we take a holistic approach to this,” says Yadegar. “We typically see Display Ads work the best for remarketing campaigns. The size and type of ads will vary based on goals, target audience, and messaging. However, all ads and sizes should be A/B tested to ensure a data-driven approach.”

If someone tells you there’s an absolute best size, they’re wrong, every audience will interact differently with each ad type, so use data to drive your decisions.

PPC marketing isn’t mastered in a day. If you feel overwhelmed or strapped for time, leave it to the SEO experts at HawkSEM. We’ll pick and test the right ad sizes, and also manage your entire PPC campaign. Request a free consultation to learn more.

 

Appendix

Display ads

Image ads 

  • 300 x 100
  • 750 x 300
  • 750 x 200
  • 750 x 100
  • 950 x 90
  • 88 x 31
  • 220 x 90
  • 300 x 31
  • 980 x 90
  • 240 x 133
  • 200 x 446
  • 292 x 30
  • 960 x 90
  • 970 x 66
  • 300 x 57
  • 120 x 60
  • 320 x 400
  • 600 x 314
  • 468 x 60
  • 728 x 90
  • 250 x 250
  • 200 x 200
  • 336 x 280
  • 300 x 250
  • 120 x 600
  • 160 x 600
  • 320 x 50
  • 320 x 100
  • 300 x 50
  • 425 x 600
  • 300 x 600
  • 970 x 90
  • 240 x 400
  • 980 x 120
  • 930 x 180
  • 250 x 360
  • 580 x 400
  • 300 x 1050
  • 480 x 320
  • 320 x 480
  • 768 x 1024
  • 1024 x 768
  • 480 x 32
  • 1024 x 90
  • 970 x 250
  • 375 x 50
  • 414 x 736
  • 736 x 414

Responsive display ad (image)

  • Aspect ratio of 1.91:1 and minimum resolution of 600 x 314px
  • Aspect ratio of 1:1 and minimum resolution of 300 x 300px

Responsive display ad (logo)

  • Aspect ratio of 1:1 and minimum resolution of 128 x 128px
  • Aspect ratio of 4:1 and minimum resolution of 512 x 128px

App ads

App install ad 

  • Aspect ratio of 1.91:1 and minimum resolution of 600 x 314px
  • 320 x 50
  • 320 x 100
  • 468 x 60
  • 728 x 90
  • 200 x 200
  • 336 x 280
  • 300 x 250
  • 120 x 600
  • 160 x 600
  • 300 x 600
  • 970 x 90
  • 980 x 120
  • 930 x 180
  • 250 x 360
  • 580 x 400
  • 240 x 400
  • 425 x 600
  • 300 x 1050
  • 480 x 320
  • 480 x 32
  • 768 x 1024
  • 1024 x 90
  • 1024 x 768
  • 300 x 50
  • 320 x 480
  • 970 x 250
  • 375 x 50
  • 414 x 736
  • 736 x 414
  • 250 x 250

Image app install ad 

  • 468 x 60
  • 728 x 90
  • 250 x 250
  • 200 x 200
  • 336 x 280
  • 300 x 250
  • 120 x 600
  • 160 x 600
  • 320 x 50
  • 320 x 100
  • 300 x 50
  • 425 x 600
  • 300 x 600
  • 970 x 90
  • 240 x 400
  • 980 x 120
  • 930 x 180
  • 250 x 360
  • 580 x 400
  • 300 x 1050
  • 480 x 320
  • 320 x 480
  • 768 x 1024
  • 1024 x 768
  • 480 x 32
  • 1024 x 90
  • 970 x 250
  • 375 x 50
  • 414 x 736
  • 736 x 414

App ad for installs 

  • Aspect ratio of 1.91:1 and minimum resolution of 600 x 314px
  • 320 x 50
  • 320 x 100
  • 468 x 60
  • 728 x 90
  • 200 x 200
  • 336 x 280
  • 300 x 250
  • 120 x 600
  • 160 x 600
  • 300 x 600
  • 970 x 90
  • 980 x 120
  • 930 x 180
  • 250 x 360
  • 580 x 400
  • 240 x 400
  • 425 x 600
  • 300 x 1050
  • 480 x 320
  • 480 x 32
  • 768 x 1024
  • 1024 x 90
  • 1024 x 768
  • 300 x 50
  • 320 x 480
  • 970 x 250
  • 375 x 50
  • 414 x 736
  • 736 x 414
  • 250 x 250

App ad for engagement

  • 300 x 250
  • 320 x 50
  • 320 x 480
  • 480 x 320
  • 1200 x 628

Video ads

TrueView In-stream, bumper video ad, and non-skippable video ad (banner) 

  • 300 x 60

Outstream ads (logo)

  • Any 1:1 ratio 
  • Any resolution between 1×1 and 1024 x 1024px

Local ads 

Image sizes

  • Aspect ratio of 1.91:1 and minimum resolution of 600 x 314px
  • Aspect ratio of 1:1 and minimum resolution of 314 x 314px

Logo formats

  • Aspect ratio of 1:1 and minimum resolution of 116 x 116px

Discovery ads

Discovery ad (image)

  • Aspect ratio of 1.91:1 and minimum resolution of 600 x 314px
  • Aspect ratio of 1:1 and minimum resolution of 300 x 300px

Discovery ad (logo)

  • Aspect ratio of 1:1, minimum resolution of 128 x 128px

Discovery carousel ad (image)

  • Aspect ratio of 1.91:1, minimum resolution of 600 x 314px

Discovery carousel ad (square image)

  • Aspect ratio of 1:1, minimum resolution of 300 x 300px

Discovery carousel ad (logo)

  • Aspect ratio of 1:1, minimum resolution of 128 x 128px

Gmail image ad (image)

  • Any resolution in the range between 300 x 650px and 300 x 1000px

Gmail image ad (logo)

  • 144 x 144px

Gmail ad (image)

  • Landscape ratio of 1.91:1, minimum resolution of 600 x 314px
  • Square ratio of 1:1, minimum resolution of 300 x 300px

Gmail ad (logo)

  • Square ratio of 1:1, minimum resolution of 144 x 144px

Gmail ad (header)

  • Any ratio between 3:1 and 5:1
  • Minimum resolution 300 x 100px

Gmail ad (catalog image)

  • Aspect ratio of 1:1 and minimum resolution of 300 x 300px
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