About image assets specifications and ad format guidelines for Demand Gen campaigns

This article provides guidelines and specifications for image assets for Demand Gen campaigns.

The mocks should be used to understand how ads might appear across different formats and inventory and aren’t exhaustive. It’s recommended to leverage the in-platform preview feature to review how your ads will appear.

On this page

• Asset specifications
• Ad format eligibility
• Ad formats

---

Asset specifications

Asset	Orientation	Specification
Logo*	Square	1:1 Min. size: 128x128, Recommended: 1200x1200
Image**	Square	1:1 Min. size: 300x300, Recommended: 1200x1200
	Horizontal	1.91:1 Min. size: 600x314, Recommended: 1200x628
	Vertical	4:5 Min. size: 480x600, Recommended: 960x1200
	Vertical 9:16	9:16 Min. size: 600x1067, Recommended: 1080x1920 Recommended for YouTube Shorts. The safe zones for 9:16 images are similar to 9:16 videos. Check the video ad safe zones.

*150 KB max. file size for logo
**5 MB max. file size for image

---

Ad format eligibility

The table below shows which ad formats are eligible for each placement.

Placements	Product feed only	Image only	Image and Product feed	Video only	Video and Product feed	Uploaded Display ds (Static & HTLM5)
YouTube Shorts
YouTube In-stream
YouTube Home
YouTube Search
YouTube Watch Next
Gmail
Discover
Google Video Partners
Google Display Network

---

Ad formats

Single image ads

Image ads combine an image with text assets like headlines and descriptions to assemble the most effective ad combinations for different users and placements across Discover Feed, YouTube Feeds (Home, YouTube Search, and YouTube Watch Next), YouTube Shorts, Gmail, and Google Display Network.

Mobile

Desktop

Asset	Specification	Recommendation
Image	Up to 20 image assets per ad Aspect orientation Square Horizontal Vertical (optional) Vertical 9:16 (optional)	Upload 3 of each aspect orientation for maximum placement coverage. The safe zones for 9:16 images are similar to 9:16 videos. Check the video ad safe zones.
Headline	Up to 5 headlines per ad Max. character: 40	Upload at least 3 unique headlines.
Description	Up to 5 headlines per ad Max. character: 90	Upload at least 3 unique descriptions.
Business name	1 business name required Max. character: 25
Square logo	Square Min. size: 144x144 Recommended: 1200x1200	Overall 21.46% gets cropped (gray shaded area) so roughly 5.36% on each of the 4 corners will be cropped when this is shown as a circle on Gmail.

Carousel ads

Showcase your brand or products in a swipeable image carousel, rendered natively across each Google feed. Tell a story across your images, as each image will be displayed in the order they’re uploaded.

Mobile

Desktop

	Asset	Specification	Recommendation
Ad level	Headline	Max. character: 40	Headline will show no matter which card is showing, so align headline with carousel images.
	Description	Max. character: 40	Description will show no matter which card is showing, so align description with carousel images.
	Business name	1 business name required Max. character: 25
	Square logo	Square Min. size: 144x144 Recommended: 1200x1200	Overall 21.46% gets cropped (gray shaded area) so roughly 5.36% on each of the 4 corners will be cropped when this is shown as a circle on Gmail.
Card level	Image	Upload 2-10 images (1 per card) Asset orientation: Horizontal Square Vertical (optional)	Aspect ratio must be consistent across all cards. Recommend creating a carousel ad with each aspect ratio to ensure coverage across placements and channels.
	Headline	Max. character: 40	Enter a headline that shows on a given card Not supported on Discover, which uses the ad-level headline on all cards.
	Final URL		You can provide a specific landing page for each card.

Uploaded Display ads

You can upload static image ads to serve on the Google Display Network (GDN) within your Demand Gen campaigns. This format requires non-animated image files and provides full control over your creative branding.

Asset	Specification	Recommendation
Image	Up to 20 image assets per ad Supported format: .jpg, .png, .gif (non-animated) Max. file size: 150 KB Recommended image dimensions: 300x250 (Medium rectangle) 336x280 (Large rectangle) 728x90 (Leaderboard) 970x90 (Large leaderboard) 160x600 (Wide skyscraper) 300x600 (Half-page ad) 320x50 (Mobile leaderboard)	Animations aren’t supported. Use still images only.

Learn more About Uploaded Display Ads for Google Display Network (GDN) on Demand Gen.

---

Related links

• About creative enhancements and generative AI tools in Demand Gen
• About Ad Strength for Demand Gen campaigns
• Demand Gen campaign creative: Asset specifications and guidelines
• About video assets specifications and ad format guidelines for Demand Gen campaigns
• About Demand Gen creative assets with product feed specifications and ad format guidelines