Google Display ad sizes: the full list and which to make first

Google Ads accepts uploaded image ads in 20 fixed sizes, plus three used only in Poland, as GIF, JPG or PNG files of 150 KB or less. If you only have time for a few, make 300 × 250 first, then 728 × 90, 336 × 280, 300 × 600 and 320 × 100, because those are the five sizes Google's AdSense guide labels as top performing. Add one responsive display ad beside them and Google can fill most of the slots your fixed banners do not fit. Every figure below was checked against Google's own help pages in November 2026.

The five banner sizes to make first

Google's advertiser help does not rank sizes by results, but two of its pages point at almost the same shortlist.

The first is the AdSense guide to ad sizes, written for publishers (the sites that sell the space). It names five top performing sizes: 300 × 250, 336 × 280, 728 × 90, 300 × 600 and 320 × 100. The second is a Google Ads Help page on common sizes, which shows the most common ad sizes on computers as 300 × 250, 336 × 280, 728 × 90, 970 × 90, 468 × 60, 300 × 600, 160 × 600, 250 × 250 and 200 × 200.

Four sizes sit on both lists, and the fifth covers phones. (The same Help page pictures common mobile sizes too, but two of them, 300 × 200 and 300 × 100, are not sizes you can upload, so for phones we lean on the AdSense guide.) In priority order:

1. 300 × 250, the medium rectangle. On both lists. The AdSense guide says it does well inside text content or at the end of articles, and it is the only one of the four desktop sizes also ticked for mobile.
2. 728 × 90, the leaderboard. The classic strip above the main content.
3. 336 × 280, the large rectangle. Exactly the same 6:5 shape as the 300 × 250, only 12% larger on each side, so it costs you an export and not a redesign.
4. 300 × 600, the half page. A tall format the AdSense guide describes as one of the fastest growing sizes by impressions.
5. 320 × 100, the large mobile banner. Twice the height of the 320 × 50 mobile strip, which gives a headline room to breathe on a phone.

One caveat. Neither page publishes click or conversion figures, and the AdSense label is advice to publishers about which slots to place. Treat this as a sensible starting order, not a promise about your results.

Uploaded image ads versus responsive display ads

Display campaigns take two kinds of image creative, and they behave very differently. Google describes responsive display ads as the default ad type for the Display Network, and uploaded ads as the route for advertisers who want more control.

You do not have to choose. Google's specification page itself suggests that if you upload your own ads, you may still want to add assets for a responsive display ad to cover the spaces where your custom sizes do not fit.

Every size Google Ads accepts for uploaded image ads

This is the list of 20 general sizes from Google's uploaded display ads specification, grouped the way Google groups it. The last column gives the name used in the IAB's fixed size ad specification, part of its New Ad Portfolio, where that document lists the size.

Three things are worth knowing about this table.

• Some sizes are regional. Google lists 250 × 360 and 980 × 120 for Sweden, 930 × 180 for Denmark and 580 × 400 for Norway. Three more sizes exist only for Poland: 750 × 100, 750 × 200 and 750 × 300.
• Names disagree, pixels do not. Google's "Skyscraper" is 120 × 600, while the IAB's Skyscraper is 160 × 600. Always brief a designer in pixels.
• The IAB names come from a 2017 document. The current IAB guidelines page shows its full text only to people with a free IAB account, so the names here are taken from the IAB Tech Lab's published fixed size specification, which carries a 2017 copyright date.

File rules for uploaded image ads

Google states the rules briefly, so here they are without decoration.

• Formats: GIF, JPG or PNG. WebP is not on the list.
• Maximum file size: 150 KB, for every size, including the regional ones.
• Animated GIFs: 30 seconds or shorter. They may loop, but the animation must stop after 30 seconds, and it must run slower than 5 frames per second.
• HTML5 ads: a different route. They upload as a ZIP of 600 KB or less with no more than 40 files, and you have to apply for access. Google's stated minimum requirements are an account open for more than 90 days, more than 9,000 US dollars of lifetime spend and a good policy record.

The 150 KB ceiling is tighter than it sounds. A 970 × 250 billboard holds 242,500 pixels, which leaves roughly 0.6 bytes per pixel. A flat-colour design fits easily as a PNG; a photographic background usually needs JPG compression. Our guide to JPG, PNG or WebP for banner ads explains how to choose.

Responsive display ad image and logo ratios

A responsive display ad is not a banner. It is a kit of parts, and Google builds the layouts.

The landscape and square rows come from Google's page on creating a responsive display ad. The portrait row comes from its page on advanced format options, which lists 9:16 images without marking them as required and also mentions 600 × 1067 as a recommended size. That page gives 300 × 300 as the smaller square logo size, so aim for the 1200-pixel versions and the difference stops mattering.

The same page caps an ad at 15 images and 5 logos, recommends 5 to 10 images per ratio, and advises against overlaying text, logos or buttons on those images. In other words, a finished banner with its headline baked in is not the ideal asset here. Supply the clean photo or illustration, and put the words in the text fields: short headlines of up to 30 characters, a long headline of up to 90, and descriptions of up to 90.

Thirty characters is not much, and it shrinks further in languages that run longer than English. See why translated banners break before you localise those headlines.

A minimum set for a small team

Work in tiers, and stop when the time runs out.

1. One hour: build a single responsive display ad with a 1200 × 628 landscape image, a 1200 × 1200 square image and both logo shapes. You now have something eligible for almost every slot.
2. Half a day: upload the five fixed sizes from the top of this article. These are the placements where your own layout appears untouched.
3. If you have more time: add 160 × 600 and 970 × 90, both on Google's list of common computer sizes, and 320 × 50, which the AdSense guide says works well on smartphones at the bottom of a page.

What can wait? The AdSense guide says the supply of display ads is generally limited for 468 × 60, 120 × 600, 250 × 250 and 200 × 200, and currently limited for the large 970 × 250 and 300 × 1050 brand formats. The 468 × 60 is the size Google still simply calls Banner, and these days it mostly gets left off the guest list.

Remember that the set multiplies. Five sizes in four languages is 20 files to make, check and name, which is where a multilingual banner campaign workflow earns its keep.

How one banner maps onto these shapes

The five priority sizes are four very different shapes. The 300 × 250 is slightly wider than tall (1.2:1), the 728 × 90 is about eight times wider than tall, the 320 × 100 is 3.2:1, and the 300 × 600 is twice as tall as wide.

You cannot crop or stretch your way between those. Stretching distorts the logo, and padding a rectangle with empty bars fails Google's image quality policy, which rejects images that do not fill the whole space of the chosen size. Each shape needs its own arrangement: stacked for the half page, a single row of logo, line and button for the leaderboard. Our guide on how to resize a banner for every platform walks through that recomposition step by step.

If you would like a head start, you can resize a banner in BannerTranslate, which has presets for 300 × 250, 728 × 90, 970 × 250 and 320 × 100 and recomposes the design for each shape instead of stretching it. Be aware of its limits. Custom sizes go no taller than 9:16 and no smaller than 64 pixels on a side, so the 300 × 600, the skyscrapers and the 50-pixel mobile strips still need building by hand. The result is a flat image made by an AI model, so check every version before it goes live.

Whatever tool you use, export JPG or PNG for Google, and weigh each file against the 150 KB limit. The same landscape and square shapes turn up on social platforms too, as our social media image sizes cheat sheet shows.

What gets an image ad disapproved

The size and weight rules are mechanical. Policy problems are a matter of review, and they are easier to avoid than to appeal. Google's image quality policy and its image ad requirements rule out the following.

• Images that are sideways, upside down, or that do not fill the entire space of the chosen size.
• Images that are blurry, unclear or unrecognisable, or that contain illegible text.
• Strobing, flashing or otherwise distracting images. Effects that react to the mouse are allowed only if the user starts them and they stop after 5 seconds.
• Ads that expand beyond their frame.
• Animations longer than 30 seconds.
• Images that resemble site warnings or error messages, or that look like more than one ad.
• Content that does not clearly relate to the advertiser and product in the rest of the ad.

The illegible text rule deserves attention on small formats. A sentence that reads well at 300 × 250 can become a grey smudge at 320 × 50, especially after it has been translated into a longer language. Shorten the copy for the small sizes instead of shrinking the type.

If an ad is disapproved, edit it or upload a different image. Google says the re-review typically takes 24 to 48 hours, and that it warns at least 7 days before suspending an account under this policy.

FAQ

What is the most common Google Display ad size?

Google does not name a single winner. The 300 × 250 appears first in Google Ads Help's picture of common computer sizes and first in the AdSense list of top performing sizes, and it is the only one of those desktop sizes marked for mobile too. That makes it the safest first banner to build.

What is the maximum file size for a Google Display image ad?

Uploaded image ads may be no larger than 150 KB, in GIF, JPG or PNG format. Images and logos for responsive display ads have a much higher limit of 5120 KB each. HTML5 ads are uploaded as a ZIP of 600 KB or less.

Can I upload WebP or SVG banners to Google Ads?

Google's specification for uploaded image ads lists only GIF, JPG and PNG. SVG appears only as a file type allowed inside an HTML5 ZIP bundle. If your design tool exports WebP, convert it before uploading.

How long can an animated GIF banner run?

Thirty seconds at most. The animation can loop inside that time but must stop at 30 seconds, and it has to run slower than 5 frames per second. Longer animations are disapproved under the image ad requirements.

Are 300 × 250 and 336 × 280 worth making separately?

Yes, and it takes minutes. Both are a 6:5 shape, so the larger one is the same layout scaled up by 12%. Export it from the original artwork so the text stays sharp, and do not enlarge the small file.

Can I translate display banners instead of redesigning them for each market?

You can, as long as someone who reads the language checks the result. One option is to translate a banner with BannerTranslate, which keeps the pixel size and layout and changes only the words. Translating and resizing are separate runs, so plan the order. More guides are in our banner resources.

Sources

• Uploaded display ads specifications, Google Ads Help for the full size list, formats, the 150 KB limit, animation rules, HTML5 rules and regional sizes.
• About common sizes for responsive display ads, Google Ads Help for the most common sizes on computers and how image ads differ from responsive display ads.
• Guide to ad sizes, Google AdSense Help for the five top performing sizes and the notes on limited supply.
• Create a responsive display ad, Google Ads Help for landscape and square image sizes, logo sizes and headline limits.
• About advanced format options for responsive display ads, Google Ads Help for 9:16 images, the 15 image and 5 logo caps, and the advice on overlays.
• About responsive display ads, Google Ads Help for how Google assembles the ads and when uploaded ads give more control.
• Upload your own display ads, Google Ads Help for the upload steps and accepted file types.
• Image quality policy, Google Advertising Policies Help for what is not allowed, re-review time and the 7 day warning.
• Image ad requirements, Google Advertising Policies Help for the 30 second animation rule and misleading image rules.
• Fixed Size Ad Specifications, IAB Technology Laboratory (PDF) for the IAB unit names.
• IAB New Ad Portfolio guidelines page for the portfolio overview; the full text requires a free IAB account.