If you're running display campaigns on Google, the sizes you choose determine which inventory you're eligible for — and how many impressions you can capture. Most advertisers leave placements on the table because they're only running one or two sizes. This guide covers every Google Display Network ad size, which ones perform best, and how responsive display ads have changed the equation.

The Top-Performing Google Display Ad Sizes

Google's own data consistently identifies a handful of sizes that capture the most impressions across the Display Network. Start here.

| Size | Dimensions | Common Name | Why It Performs | |------|-----------|-------------|----------------| | Medium Rectangle | 300 × 250 px | "The 300" | Fits desktop sidebars and mobile — most inventory | | Large Rectangle | 336 × 280 px | — | Slightly more visible than the medium; fewer slots but higher CTR | | Leaderboard | 728 × 90 px | Banner | Top of page on desktop; massive reach | | Half Page | 300 × 600 px | "Half Page" | Premium placement, high visibility, strong CPM | | Large Leaderboard | 970 × 90 px | Super Banner | High-impact header on desktop | | Wide Skyscraper | 160 × 600 px | Skyscraper | Right-rail placements; good for branding | | Billboard | 970 × 250 px | — | Premium above-the-fold desktop |

The 300×250 is non-negotiable. It runs on virtually every publisher's site across desktop and mobile. If you're only building one creative, this is the one. Campaigns without the medium rectangle miss a significant share of available inventory.

Full Google Display Ad Size Reference

Beyond the top performers, here's the complete size list for maximum placement coverage.

Square and Rectangle

| Size | Dimensions | |------|-----------| | Small Square | 200 × 200 px | | Small Rectangle | 180 × 150 px | | Square | 250 × 250 px | | Medium Rectangle | 300 × 250 px | | Large Rectangle | 336 × 280 px | | Netboard | 580 × 400 px |

Leaderboard and Banner

| Size | Dimensions | |------|-----------| | Banner | 468 × 60 px | | Leaderboard | 728 × 90 px | | Top Banner | 930 × 180 px | | Large Leaderboard | 970 × 90 px | | Billboard | 970 × 250 px | | Panorama | 980 × 120 px |

Skyscraper

| Size | Dimensions | |------|-----------| | Skyscraper | 120 × 600 px | | Wide Skyscraper | 160 × 600 px | | Half Page | 300 × 600 px | | Portrait | 300 × 1050 px |

Mobile

| Size | Dimensions | |------|-----------| | Mobile Banner | 300 × 50 px | | Mobile Banner | 320 × 50 px | | Mobile Interstitial | 320 × 480 px | | Large Mobile Banner | 320 × 100 px |

Google Display Ad File Specs

| Spec | Requirement | |------|------------| | File formats | JPG, PNG, GIF, HTML5 | | Max file size | 150 KB | | Animated GIF | Max 30 seconds; looping must stop after 3 loops | | HTML5 | Must be built in Google Web Designer or follow DoubleClick specs | | Safe frame | Recommended for all rich media |

The 150 KB limit matters. Heavy creatives load slowly on publisher sites, and slow-loading ads often don't render before the user scrolls past. Keep images compressed and avoid unnecessary transparency layers.

Responsive Display Ads: How They've Changed the Game

Responsive Display Ads (RDAs) are now Google's default format — and for good reason. Instead of building 15 individual sizes, you upload assets and Google assembles them automatically.

What you upload:

| Asset | Specs | Count | |-------|-------|-------| | Images (landscape) | 1200 × 628 px minimum, 1.91:1 ratio | Up to 15 | | Images (square) | 1200 × 1200 px minimum, 1:1 ratio | Up to 15 | | Logos (landscape) | 1200 × 300 px minimum, 4:1 ratio | Up to 5 | | Logos (square) | 1200 × 1200 px minimum, 1:1 ratio | Up to 5 | | Headlines | 30 characters max | Up to 5 | | Long headlines | 90 characters max | Up to 5 | | Descriptions | 90 characters max | Up to 5 | | Business name | 25 characters max | 1 |

Google's algorithm tests different asset combinations to find what performs best across placements. Campaigns running RDAs alongside static creatives consistently outperform campaigns running static only — the RDA fills inventory your fixed sizes can't match.

RDA best practices:

Upload at least 3–4 image variants to give the algorithm room to test
Use your 1:1 square image for mobile placements — this is where most display traffic goes
Keep headlines benefit-first: "Generate On-Brand Ads in Seconds" beats "AdsCreator Ad Tool"
Don't rely on text in your images — RDAs crop and resize, and text can get cut

Which Sizes Should You Prioritize?

If you're building static display ads manually, you don't need all 30+ sizes. Here's a practical starting point by campaign type.

Minimum set (covers ~80% of inventory):

300 × 250 (medium rectangle)
728 × 90 (leaderboard)
160 × 600 (wide skyscraper)
300 × 600 (half page)
320 × 50 (mobile banner)

Extended set (adds premium placements):

970 × 90 (large leaderboard)
970 × 250 (billboard)
336 × 280 (large rectangle)

Mobile-only campaigns:

300 × 250
320 × 50
320 × 100

For most advertisers, the minimum set combined with a responsive display ad covers the vast majority of available impressions without requiring a 15-size creative production run.

Why Brand Consistency Matters More in Display Than You Think

Display ads are shown to users who aren't actively searching for what you offer — they're interruption ads. The only thing keeping your brand from being ignored is instant recognition. If your colors, font, and visual style don't match your website and other ads, users don't connect the impression to your brand.

This is the hidden cost of producing display ads in bulk without a brand system. Slightly different blues, inconsistent logo usage, and off-brand typography across 10 sizes add up to a campaign that doesn't build recognition over time.

Browse Ad Examples

Looking for inspiration? Browse real ad examples by industry and platform:

Generate All Google Display Sizes From Your URL

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