The short answer
- The standard banner ad sizes most advertisers build first are 300 x 250 (inline rectangle), 728 x 90 (leaderboard), 300 x 600 (half-page), 160 x 600 (wide skyscraper) and 320 x 50 (mobile banner).
- Google Ads lets you upload 20 display sizes, from 200 x 200 to 970 x 250 and 300 x 1050, as GIF, JPG or PNG up to 150 KB.
- Animated GIFs on Google must run 30 seconds or less and slower than 5 frames per second.
- If you do not want to build every size, a responsive display ad lets Google assemble your assets to fit almost any slot.
Standard banner ad sizes
A banner ad is a display ad in a fixed rectangle on a web page or in an app. Its size is set in pixels, width first. The industry settled on a short list of sizes years ago because publishers build their page layouts around them, so a handful of sizes covers most of the inventory you can buy.
Start with five:
| Size (px) | Name | Where it sits | Why build it |
|---|---|---|---|
| 300 x 250 | Inline rectangle (medium rectangle) | Inside articles and sidebars, desktop and mobile | Fits the most slots |
| 728 x 90 | Leaderboard | Top of desktop pages | Standard header slot |
| 300 x 600 | Half-page ad | Sidebar, desktop | More room for a message and image |
| 160 x 600 | Wide skyscraper | Narrow sidebar, desktop | Common on older page layouts |
| 320 x 50 | Mobile banner | Top or bottom of mobile pages and apps | The standard mobile strip |
The IAB publishes creative guidelines for display advertising, and Google lists the sizes it accepts on the Google Display Network. The full Google list is below. Names in the table follow the Google Ads Help page "Uploaded display ads specifications", checked on November 9, 2026. Which sizes get the most inventory depends on the network and the publishers, so check delivery by size in your reports before you commit to producing all of them.
Display ad sizes: the full Google Display list
Google Ads accepts 20 sizes for uploaded image ads. This is the whole list from Google's page, grouped as Google groups them.
| Size (px) | Name on Google's page | Group |
|---|---|---|
| 200 x 200 | Small square | Square and rectangle |
| 240 x 400 | Vertical rectangle | Square and rectangle |
| 250 x 250 | Square | Square and rectangle |
| 250 x 360 | Triple widescreen | Square and rectangle |
| 300 x 250 | Inline rectangle | Square and rectangle |
| 336 x 280 | Large rectangle | Square and rectangle |
| 580 x 400 | Netboard | Square and rectangle |
| 120 x 600 | Skyscraper | Skyscraper |
| 160 x 600 | Wide skyscraper | Skyscraper |
| 300 x 600 | Half-page ad | Skyscraper |
| 300 x 1050 | Portrait | Skyscraper |
| 468 x 60 | Banner | Leaderboard |
| 728 x 90 | Leaderboard | Leaderboard |
| 930 x 180 | Top banner | Leaderboard |
| 970 x 90 | Large leaderboard | Leaderboard |
| 970 x 250 | Billboard | Leaderboard |
| 980 x 120 | Panorama | Leaderboard |
| 300 x 50 | Mobile banner | Mobile |
| 320 x 50 | Mobile banner | Mobile |
| 320 x 100 | Large mobile banner | Mobile |
For platform-by-platform specs, the Google Display ad specs page covers the file rules and responsive assets in more detail.
File rules for uploaded display ads
From the same Google Ads Help page:
| Rule | Limit |
|---|---|
| File types | GIF, JPG, PNG |
| Maximum file size | 150 KB |
| Animation length | 30 seconds or shorter. Loops must stop after 30 seconds. |
| Animation speed | Animated GIFs must be slower than 5 frames per second |
| AMPHTML and HTML5 bundles | ZIP file; AMPHTML ads up to 600 KB compressed, with a single HTML document and up to 39 media assets |
| HTML5 access | Account open more than 90 days, more than $9,000 USD lifetime spend, good policy history |
The 150 KB cap is the one that bites. A 970 x 250 billboard with a photo needs aggressive compression. Export as JPG for photos, PNG for flat graphics with text, and check the weight before you upload. For animation ideas within these limits, see animated ads.
Responsive display ads as a shortcut
Google says responsive display ads fit almost anywhere across the Display Network. You supply images, headlines, a logo and descriptions, and Google builds the ad to suit each slot. It also notes that even if you upload your own ads, you may still want responsive ads for spaces your custom sizes do not fit.
The trade-off is control. With uploaded sizes you decide exactly how each ad looks. With responsive you give up some of that for coverage. A practical split is to upload the five standard sizes for your best creative and let a responsive ad pick up the rest.
Design rules that hold at every size
- One message. A 320 x 50 strip leaves room for about five words and a button. Cut the message to fit, do not shrink the type.
- Logo and call to action visible in the first frame. Do not wait for the animation to show them.
- High-contrast text. Banners sit on busy pages. Put text on a solid block, not on a photo.
- Border on white backgrounds. A thin border keeps a white banner from melting into a white page.
- Design the biggest first. Build 300 x 250 and 300 x 600, then adapt down to 320 x 50.
- Keep type legible. Check at the actual pixel size on a phone, not zoomed in.
Banner sizes and social sizes are different
Do not reuse a display banner on social. Social placements use ratios such as 1:1, 4:5 and 9:16 and have their own safe zones. For Meta, see Facebook ad sizes. Full-screen placements between content follow different rules again, covered in interstitial ads. And if your goal is reach rather than clicks, read awareness campaign before choosing the placements.
Where Sprites fits
Producing 20 sizes by hand is slow. Sprites makes image ads and ad copy in chat and runs your Google and Meta accounts, with every change held for your approval before it goes live. Describe the offer and the sizes you need, review the creative, then approve what goes out.
Frequently asked questions
What are the standard banner ad sizes?
The usual first builds are 300 x 250 (inline rectangle), 728 x 90 (leaderboard), 300 x 600 (half-page), 160 x 600 (wide skyscraper) and 320 x 50 (mobile banner). They match common publisher page layouts.
What display ad sizes does Google Ads support?
For uploaded image ads Google lists 20 sizes, from 200 x 200 and 240 x 400 up to 970 x 250, 980 x 120 and 300 x 1050, plus mobile sizes 300 x 50, 320 x 50 and 320 x 100. The Google Ads Help page "Uploaded display ads specifications" has the full list.
What is the maximum file size for a Google display ad?
150 KB for GIF, JPG and PNG image ads. Animated GIFs must be 30 seconds or shorter and slower than 5 frames per second.
What is the best banner ad size?
There is no single best size. 300 x 250 fits the most placements and is the usual first build. Check delivery and conversions by size in your own reports, then put production time into the sizes that perform.
What size is a mobile banner ad?
Google lists three mobile banner sizes: 300 x 50, 320 x 50 and 320 x 100 (large mobile banner). 320 x 50 is the common standard.
Do I need to make every banner size?
No. You can build the five standard sizes yourself and let a responsive display ad cover the remaining slots. Google says responsive display ads fit almost anywhere on the Display Network.