Last Updated: May 20, 2026
Google Ads Creative Assets
What creative assets to deliver for each Google Ads campaign type — Search, Performance Max, Demand Gen. Includes character limits, image and video specs, and recommended asset mixes.
Video walkthrough
Loom Video Explanation — if the video and these notes disagree, the notes take precedence.
Character Limits
Unlike Meta, all copy in Google Ads is restricted by character count (including spaces).
Example
"Get 50% Off Starting Today Only" is 31 characters — it can't even be submitted because search headlines max out at 30.
| Asset | Limit |
|---|---|
| Headlines | 30 characters |
| Descriptions | 90 characters |
| Long Headlines | 90 characters |
| URL Path | 15 characters |
| Sitelink Headlines | 25 characters |
| Sitelink Descriptions | 35 characters |
| Callouts | 25 characters |
| Structured Snippets | 25 characters |
| Business Name | 25 characters |
| Promotions | 20 characters |
Image Assets
Image adjustments
- Google Ads has a built-in cropping feature to resize images across formats — no designer needed for each size
- Images with text overlays can't easily be cropped — keep those in their original aspect ratio
Stock images
Google Ads includes free Shutterstock access for display campaigns directly within the platform — no need to maintain a separate stock account.
Dimensions by campaign type
Search Campaign Assets
Occasionally serve next to search ads. Text overlays are not allowed.
- 1:1 (Square)
- 1.91:1 (Landscape)
Responsive Display / Performance Max
Images and copy assets combined dynamically. Text overlays are allowed but not required (worth testing).
Images:
- 1:1 (Square)
- 1.91:1 (Landscape)
- 4:5 (Portrait)
Logos:
- 1:1
- 4:1
Banner Ads
Static image ads (JPG, PNG, or HTML). Text overlays strongly recommended.
Mobile dimensions:
| Size | Format |
|---|---|
| 300 × 250 px | Medium Rectangle |
| 320 × 50 px | Mobile Leaderboard |
| 320 × 100 px | Large Mobile Banner |
| 250 × 250 px | Square |
| 200 × 200 px | Small Square |
Desktop dimensions:
| Size | Format |
|---|---|
| 300 × 250 px | Medium Rectangle |
| 336 × 280 px | Large Rectangle |
| 728 × 90 px | Leaderboard |
| 300 × 600 px | Half-Page Ad |
| 160 × 600 px | Wide Skyscraper |
| 970 × 90 px | Large Leaderboard |
| 468 × 60 px | Banner |
| 250 × 250 px | Square |
| 200 × 200 px | Small Square |
YouTube Videos
Technical specs
| Spec | Value |
|---|---|
| Aspect Ratios | 16:9 (horizontal), 9:16 (vertical), 1:1 (square) |
| Formats | MPG, WMV, AVI, MOV, FLV |
YouTube vs Meta — key differences
Different platform, different psychology
Meta is a social feed — users scroll passively. Ads need to stop the scroll.
YouTube is a search engine — users come actively for music, vlogs, tutorials, reviews. Your ad interrupts what they chose to watch — respect that.
| Dimension | Meta | YouTube |
|---|---|---|
| User intent | Passive scrolling | Active searching |
| Bidding model | CPM (pay per 1,000 views) | CPC (pay per click) |
| CTR impact | Higher CTR lowers effective CPC | CPC not directly tied to CTR |
| Key metric | CPM + CTR | View Rate |
View Rate benchmarks:
- Below 20% — ad may not be engaging or has poor audience targeting
- Above 40% — video may be clickbaity, pulling in unqualified traffic
Reference: YouTube Ad Inspiration folder.
The ADUCATE script model
A useful script structure for YouTube ads — use in whole or in part:
| Step | What to do |
|---|---|
| Aim | What's the viewer looking for right now? Get them nodding along. Match the demo closely. Let them know it's an ad. |
| Difficulty | What's standing in the way of that aim? Verbalize the problem so clearly the viewer thinks "They understand my problem better than I do." |
| Understanding | Build empathy. Show you feel exactly what they're going through. Validate their emotions. |
| Credibility | Now they want to know how you can help — give them a reason to trust you. Founder story, "As Seen On" placements, etc. Keep it brief. |
| Action Plan | Give them a plan they can buy into. Keep it simple. Three-step plans work well. Proprietary system names earn bonus points. |
| Teaching | Give the viewer something valuable from the action plan. Prep their mindset for what to expect if they convert. For physical products, show a demonstration. |
| Exit | End with a clear CTA. Pull-away pitches can work: "But it might not be right for you" — forces qualification and raises trust. |
Search Ad Asset Mix
| Asset | Minimum / Maximum |
|---|---|
| Headlines | 3 min, 15 max |
| Descriptions | 2 min, 5 max |
| Sitelinks | 4 min recommended |
| Callouts | 8 min recommended |
| Structured Snippets | 3 values min recommended |
| Business Name | 1 (only 1 allowed) |
| Promotions | 1 recommended when applicable |
| Images | 2 square + 2 landscape min recommended |
Performance Max Asset Group Mix
| Asset | Minimum / Maximum |
|---|---|
| Headlines | 3 min, 15 max |
| Long Headlines | 1 min, 5 max |
| Descriptions | 2 min, 5 max |
| Images | 20 max |
| Videos | 1 min HIGHLY recommended, 5 max |
| Logos | 5 allowed — recommended 1 of each size |
| Business Name | 1 (only 1 allowed) |
| Sitelinks | 4 min recommended |
| Callouts | 8 min recommended |
| Structured Snippets | 3 values min recommended |
| Promotions | 1 recommended when applicable |
Demand Gen Campaign Asset Mix
| Asset | Minimum / Maximum |
|---|---|
| Videos | 1 min, 5 max — recommend a mix of dimensions |
| Headlines | 1 min, 5 max — Demand Gen allows up to 40 characters |
| Long Headlines | 1 min, 5 max |
| Descriptions | 1 min, 5 max |
| Logo | 1 square (only 1 allowed) |
| Sitelinks | 4 min recommended |
| Business Name | 1 (only 1 allowed) |
Related
- Buy Google Ads Traffic — media buying playbook
- Example Appeal — policy appeal template
- How We Make Creative — broader creative framework