Google Display Ad Sizes in 2026: Complete Specs, Examples and Templates

Most advertisers start with the same question when setting up a Google Display campaign: which ad sizes should we actually create? 

A quick search usually leads to a familiar list of ten standard formats. While those sizes are relevant, they only represent part of the Display Network’s inventory. 

Responsive display ads have also changed how creative is delivered, adapting to a much broader range of placements and becoming an increasingly important part of display campaigns.

This guide breaks down the ad sizes and formats worth prioritizing, where each one is used, and how to approach creative production without wasting time designing assets you’re unlikely to need.

Let’s get started.

Google Display Ad Sizes: Full Specs Table

Here is the complete breakdown of current Google Display ad sizes, organized by format family. It covers the standard IAB sizes alongside Google-specific formats used across the Display Network in 2026.

[table]
Size (px) | Name | Device | File Size Cap | Formats | Typical Use
300 × 250 | Medium Rectangle | Desktop & Mobile | 150 KB | JPG, PNG, GIF, HTML5 | Highest inventory volume, versatile placement
336 × 280 | Large Rectangle | Desktop | 150 KB | JPG, PNG, GIF, HTML5 | Strong CTR on content pages
728 × 90 | Leaderboard | Desktop | 150 KB | JPG, PNG, GIF, HTML5 | Top of page, header placement
970 × 90 | Large Leaderboard | Desktop | 150 KB | JPG, PNG, GIF, HTML5 | Premium desktop header
970 × 250 | Billboard | Desktop | 150 KB | JPG, PNG, GIF, HTML5 | High-visibility premium placement
300 × 600 | Half Page | Desktop | 150 KB | JPG, PNG, GIF, HTML5 | High-engagement sidebar unit
160 × 600 | Wide Skyscraper | Desktop | 150 KB | JPG, PNG, GIF, HTML5 | Sidebar placement, strong on content sites
120 × 600 | Skyscraper | Desktop | 150 KB | JPG, PNG, GIF, HTML5 | Narrow sidebar
250 × 250 | Square | Desktop & Mobile | 150 KB | JPG, PNG, GIF, HTML5 | Small format, flexible placement
200 × 200 | Small Square | Desktop & Mobile | 150 KB | JPG, PNG, GIF, HTML5 | Compact sidebar or in-content
320 × 50 | Mobile Banner | Mobile | 150 KB | JPG, PNG, GIF, HTML5 | Standard mobile web banner
320 × 100 | Large Mobile Banner | Mobile | 150 KB | JPG, PNG, GIF, HTML5 | Higher-visibility mobile banner
300 × 50 | Smartphone Banner | Mobile | 150 KB | JPG, PNG, GIF, HTML5 | Legacy mobile format
468 × 60 | Full Banner | Desktop | 150 KB | JPG, PNG, GIF, HTML5 | Legacy format, declining inventory
234 × 60 | Half Banner | Desktop | 150 KB | JPG, PNG, GIF, HTML5 | Legacy format
240 × 400 | Vertical Rectangle | Desktop | 150 KB | JPG, PNG, GIF, HTML5 | European market, limited US inventory
980 × 120 | Panorama | Desktop | 150 KB | JPG, PNG, GIF, HTML5 | Regional market, limited US inventory
[/table]

Responsive Display Ads: The 2026 Asset Specs

Responsive display ads now make up most of Google Display Network inventory. Instead of building dozens of static creatives per size, advertisers upload a set of asset components and Google's algorithm assembles and resizes them dynamically to fit any available placement. This is the format most modern display campaigns should be built around.

Here are the asset requirements for responsive display ads in 2026:

Images

• Landscape (1.91:1): 1200 × 628 px recommended, 600 × 314 px minimum, up to 15 images
• Square (1:1): 1200 × 1200 px recommended, 300 × 300 px minimum, up to 15 images
• File format: JPG, PNG, GIF (static only, no animation)
• Maximum file size: 5 MB per image
• Text overlay: no more than 20% of the image area

Logos

• Square logo (1:1): 1200 × 1200 px recommended, 128 × 128 px minimum
• Landscape logo (4:1): 1200 × 300 px recommended, 512 × 128 px minimum
• Maximum file size: 5 MB per logo

Text assets

• Short headline: 30 characters, up to 5 variations
• Long headline: 90 characters, 1 required
• Description: 90 characters, up to 5 variations
• Business name: 25 characters, 1 required

Videos (optional)

• Length: up to 30 seconds
• Aspect ratios: 16:9, 1:1, or 9:16
• Maximum file size: 1 GB
• Uploaded via YouTube link

Google combines these assets to create ads that fit every available placement across the Google Display Network. This dramatically expands reach compared to static-only campaigns, but the creative quality of the individual assets still determines performance. Weak assets in a responsive display ad don't get rescued by the algorithm.

The 6 Best-Performing Display Ad Sizes

Google Display supports 17+ standard ad sizes, but six consistently drive the most impressions and engagement. If your creative budget is limited, prioritize these six.

1. Medium Rectangle (300 × 250) 

The single highest-volume display size on the internet. Available on both desktop and mobile, appears in-content on virtually every site accepting display advertising. If only one static display size gets built, this is the one.

2. Large Rectangle (336 × 280) 

Desktop-only, but consistently produces the highest CTR of any display size when placed on content-heavy pages. Slightly less inventory than 300 × 250 but higher engagement rates.

3. Leaderboard (728 × 90) 

Standard desktop header format. Reliably strong impression volume across news, blog, and content sites. Works well for brand awareness campaigns.

4. Half Page (300 × 600) 

Premium sidebar format that delivers unusually high engagement rates because of its size. Ideal for storytelling creative or campaigns requiring more visual real estate. Higher CPMs than smaller formats but often worth it.

5. Wide Skyscraper (160 × 600) 

Desktop sidebar format that pairs well with 300 × 250 placements. Solid impression volume on longer-form content sites.

6. Mobile Banner (320 × 50) 

The mobile equivalent of 300 × 250 in terms of ubiquity. Appears at the top or bottom of mobile web pages. If mobile is a meaningful part of the media mix, this size is non-negotiable.

Prioritize these six sizes to cover most of the Google Display Network inventory. Then add responsive display ads to reach placements where static formats don’t fit.

Desktop vs Mobile: Which Sizes to Build First

Mobile now accounts for over 60% of Google Display Network impressions, but B2B and premium brand campaigns still see strong desktop performance because of how professional users consume content during work hours.

The prioritization order for most advertisers:

Priority 1 (build first):

• 300 × 250 Medium Rectangle (desktop + mobile)
• 320 × 50 Mobile Banner
• Responsive display ad asset set

Priority 2 (add next):

• 728 × 90 Leaderboard (desktop)
• 336 × 280 Large Rectangle (desktop)
• 300 × 600 Half Page (desktop)

Priority 3 (fill gaps):

• 160 × 600 Wide Skyscraper
• 970 × 250 Billboard
• 250 × 250 Square

For B2B campaigns targeting professionals during work hours, desktop weighting matters more. For consumer campaigns, mobile-first is the correct default.

File Size, Format, and Quality Requirements

Every Google display ad must meet the same technical requirements regardless of size.

Accepted formats:

• JPG, JPEG (lossy compression, smaller files)
• PNG (lossless, better for text and logos)
• GIF (supports animation, limited color palette)
• HTML5 (for animated or interactive ads)

File size cap:

• 150 KB maximum for all display ads, including HTML5

Animation rules:

• Maximum length: 30 seconds
• Frame rate: no restriction, but higher rates increase file size
• Looping: allowed
• Animation must slow down or stop after 30 seconds

Text overlay rules for responsive display ads:

• Text should not exceed 20% of the image area
• Overly text-heavy images may be limited in serving

Landing page requirements:

• Must load in under 3 seconds
• Must match the ad's promise (message match)
• Must not violate Google's landing page policies

The 150 KB file cap is the most common reason ads get flagged during upload. Compressing images through TinyPNG, Squoosh, or similar tools solves most cases. For HTML5 ads, minifying code and compressing embedded images is standard practice.

Display Ad Sizes for B2B SaaS: What to Build on a Limited Creative Budget

Most B2B SaaS teams don't have the creative bandwidth to build every display size. The realistic budget is a handful of high-priority static sizes plus a full responsive display asset set. Here's what to prioritize when creative resources are tight.

Build these four sizes first (covers ~80% of impression volume):

1. 300 × 250 Medium Rectangle
2. 728 × 90 Leaderboard
3. 300 × 600 Half Page
4. 320 × 50 Mobile Banner

Then build a full responsive display asset set:

Landscape and square images, both logo variations, five short headlines, five descriptions. This expands reach dramatically without requiring more static creative work.

What to actually put in these ads:

For B2B SaaS with ACVs above $15K, display is almost always a retargeting channel, not a cold acquisition channel. Cold display traffic converts at negligible rates for high-consideration B2B products. Retargeting display to warm audiences (site visitors, video watchers, Customer Match lists) performs far better.

Creative for B2B SaaS display should focus on:

• Specific product outcomes, not generic brand statements
• Named social proof (customer logos users will recognize)
• Clear singular CTAs (book a demo, start trial, download report)
• Message match to the campaign that captured the original visit

At ScalixAI, we've built display retargeting programs for Fyxer, Oneleet, and Delve. In every case, the best-performing ads showed the product alongside a clear, measurable result. 

If you are running B2B SaaS retargeting campaigns, target specific pain points because they always perform better than vague and general messages. 

For most B2B accounts, the display strategy that works is: run retargeting display campaigns against Customer Match audiences and site visitors, use responsive display ads plus the four priority static sizes, and treat display as a pipeline-accelerating tool rather than a prospecting channel. 

For companies exploring the top-of-funnel side of display, Demand Gen and YouTube ads cover the awareness-focused counterpart.

Common Mistakes That Get Display Ads Disapproved

Google's ad review process rejects display ads for a specific set of common issues. Most are avoidable with cleaner creative production.

• Text-heavy images: Responsive display ads with over 20% text overlay get limited serving or outright rejection. Solve by moving text into the headline and description fields rather than baking it into the image.
• Misleading claims: Any headline promising results that can't be verified on the landing page will fail review. "10x your revenue" or "guaranteed rankings" style claims trigger automatic rejection.
• Trademark violations in ad copy: Using competitor brand names in creative violates Google's trademark policy and results in the ad being paused. This is the most common issue for competitive campaigns.
• Broken landing pages: Ads pointing to pages that don't load, redirect improperly, or return errors get flagged and paused. Every landing page should be tested before the campaign launches.
• Poor image quality: Blurry, pixelated, or heavily distorted images get rejected. Minimum resolution requirements exist for a reason.
• Non-compliant industry claims: Financial services, health, and legal categories have additional restrictions on what can appear in ad creative. Category-specific compliance requirements should be reviewed before creative production begins.

The Bottom Line

The right Google Display strategy isn’t about building every possible size. Prioritize the formats that give you the most coverage, use responsive display ads to extend reach, and build creative around how your audience actually buys. 

For B2B SaaS, Display works best as part of a broader pipeline strategy rather than a standalone channel. 

If you want to take the same approach across your account, book a free audit now so we can see where your strategy leaks.