Create Google Display Ad: Formats, Sizes, and a Step-by-Step Guide

What Are Google Display Ads?

Google Display Ads appear across more than 2 million websites, videos, and apps on the Google Display Network. They reach people while they browse, watch, and use apps — not just when they search.

Definition and reach

Display ads are visual banner ads placed on third-party sites and apps that partner with Google. They put your brand in front of potential customers early, before someone even starts searching for what you sell.

Types of display ads

Three main types exist. Responsive display ads auto-assemble from uploaded assets and optimize across placements. Uploaded display ads are static or animated image files you design yourself. HTML5 ads are interactive, ZIP-packaged banners for more complex creative needs.

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Google Display Ad Formats and Sizes

Standard display ad dimensions

The most common uploaded display sizes are the 300×250 Medium Rectangle, 728×90 Leaderboard, 160×600 Skyscraper, and 320×100 Large Mobile Banner. These four sizes cover the majority of available inventory on the Display Network.

Mobile vs. desktop specs

The 300×250 works on both mobile and desktop. The 728×90 is desktop-primary. The 320×100 targets mobile feeds. Running all four maximizes your placement reach.

File requirements and size limits

For uploaded image ads, use JPG, PNG, or GIF files at a max of 150 KB each. For responsive display ads, per Google's Ads Help Center: landscape images require a minimum of 600×314 px and square images a minimum of 300×300 px. Max image file size for responsive assets is 5 MB.

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Two Approaches: Responsive vs. Uploaded Display Ads

Responsive display ads (asset-based)

You upload images, logos, headlines, and descriptions. Google assembles the ad automatically. Per Google's documentation, provide up to 5 short headlines at 30 characters each, one long headline at 90 characters, up to 5 descriptions, and a business name at 25 characters. Google tests combinations and surfaces the best performers.

Uploaded display ads (image files)

You design the finished banner and upload the image file. You control every pixel. This works well when brand consistency is non-negotiable or when a specific design needs to run exactly as created.

Which to use when

Start with responsive display ads if you want Google's optimization doing the heavy lifting. Choose uploaded ads when you need precise creative control or already have approved brand assets ready to go.

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Step-by-Step: Create Your First Display Ad

Create or open a Display campaign

In Google Ads, click the Campaigns icon. Click the plus button and select "New campaign." Choose your marketing goal, then select "Display" as the campaign type.

Choose your ad format

Inside the ad group, click the plus to add a new ad. Select "Responsive display ad" for asset-based creation. Select "Upload display ads" to submit your own image files.

Upload or provide assets

For responsive ads: upload your images and logo, then fill in headlines and descriptions. For uploaded ads: drag in your finished image file and confirm it meets file size limits.

Set targeting and budget

Pick your audience, choose a targeting method, set a daily budget, and select your bidding strategy. Click Publish and your ad enters review.

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Best Practices for Display Ad Creatives

Design for clarity and impact

One message per ad. One call to action. Per Google's display ad guidelines, clear visuals and readable text consistently outperform busy, text-heavy layouts.

Use color and text effectively

High contrast between background and text improves readability at a glance. Match your brand colors. Keep the CTA button prominent and legible at small sizes.

Test multiple sizes

More sizes means access to more inventory. Run at least three different sizes to cover the widest range of placements across desktop and mobile.

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How Coinis Speeds Up Display Ad Creation

Building polished display banners from scratch is slow. Coinis cuts that time down fast.

Generate professional images fast

The Image Ads workflow generates ad-ready creatives from a product URL. Paste your URL, choose a style, and get a polished image in seconds. No design experience needed. Premium AI models handle the visual work.

Resize for multiple placements instantly

Smart Resize inside Coinis Revise adapts any image to new dimensions in one click. Go from a 300×250 to a 728×90 without manually cropping or rebuilding the layout.

Scale campaigns across formats

Need six banner sizes from one creative? Generate once, resize six times. Export the files and upload them directly into Google Ads. Coinis handles the creative production. Google handles the campaign.

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Or let Coinis do it.

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