The process of creating high-performing Google Ads begins with understanding the exact specification each ad format requires. Be it Search Ads, Display Ads, Video Ads, or Shopping Ads, knowing the right size, character limit, file type, and best practices will help you enhance your ad’s visibility, Quality Score, and conversions. This 2025 guide breaks everything down in one place: simple, clear, and optimized for better results.
1. Text Ads (Search Ads)
Text ads appear on Google Search and are driven by keywords and user intent.
Follow the following specifications for the best performance:
Headlines
Up to 3 headlines
30 characters each
Use your main keyword, add a benefit, and keep your message direct.
Descriptions
Up to 2 descriptions
90 characters each
Communicate value, features, and a clear call-to-action, such as Buy Now, Get Quote, or Book Today.
Display URL
Shows your domain
Optional two path fields (15 characters each)
These paths help improve relevance and CTR.
2. Responsive Search Ads (RSAs)
RSAs enable Google to run multiple variations of your ad automatically.
Headlines
Up to 15 headlines
30 characters each
Include variations such as features, benefits, and brand-focused lines.
Descriptions
Up to 4 descriptions
90 characters each
Use different CTAs and highlight unique selling points.
Tips
Pin important headlines (Brand Name, Offer)
Add keyword-rich variations
Mix emotional, functional, and benefit-driven headlines.
3. Image Ads (Display Ads)
Google Display Ads can appear across millions of websites, YouTube, apps, and Gmail.
Supported Formats
JPEG
PNG
GIF
Recommended Ad Sizes
Square / Rectangle:
200×200, 250×250, 300×250, 336×280, 580×400
Skyscraper:
120×600, 160×600, 300×600
Leaderboard:
468×60, 728×90, 970×90, 970×250
Mobile:
300×50, 320×50, 320×100
File Size
Max 150 KB
Best Practices
Minimal text
High-quality visuals
Strong brand consistency
4. Video Ads (YouTube Ads)
Video ads offer the highest visual engagement.
Supported Formats
AVI, ASF, QuickTime, Windows Media, MP4, MPEG
Recommended: MP4 (H.264 codec)
Specifications
Minimum Resolution: 640×360 (16:9) or 480×360 (4:3)
Max File Size: 1 GB
Length:
Bumper Ads: 6 sec
Non-skippable: 15–20 sec
Skippable: Up to 3 minutes
Best Practices
Grab attention within the first 2–3 seconds.
Include brand logo early
Add captions
Clear, bold CTA at the end.
5. Responsive Display Ads
Google automatically adjusts layout & format based on available ad space.
Required Assets
5 short headlines (30 characters)
1 long headline (90 characters)
Up to 5 descriptions (90 characters)
Images:
Landscape (1.91:1)
Square (1:1)
Logo (1:1)
Maximum Image File Size
5 MB
6. Shopping Ads
Ideal for eCommerce businesses.
Product Requirements
Accurate titles
Clear descriptions
High-quality images (800×800 recommended)
Required Merchant Center Feed Attributes
Product ID
Title
Description
Link
Image Link
Price
Condition
Availability
A clean, accurate feed assures better visibility and improved Shopping Ad performance.
Create Helpful, People-First, High-Performing Ads
To get the best results:
Understand user intent
Provide real value.
Avoid false advertising.
Keep visuals clean & mobile-friendly
Test various versions
Track CTR, conversions, Quality Score, and ROAS
The key to long-term success with Google Ads is consistent optimization.
1. What are the basic specifications for Google Search Ads in 2025?
Searches Ads allow up to 3 headlines with 30 characters each and 2 descriptions with 90 characters each. You are also allowed to add two optional URL path fields.
2. How many headlines can I add in Responsive Search Ads?
You can add a maximum of 15 headlines and 4 descriptions. Google automatically tests combinations for better performance.
3. What are the recommended Display Ad sizes?
Top-performing Google Display Ad sizes:
300×250, 336×280, 160×600, 728×90, 970×250
The file size should be 150 KB or less.
4. What are the supported formats for Google Display Ads?
Supported file formats include JPEG, PNG, GIF.
5. What video format is best for YouTube Ads?
MP4 (H.264 codec) is the recommended format for smooth and best-quality playback.
6. How long should YouTube Ads be?
Bumper Ads: 6 seconds
Non-skippable Ads: 15–20 seconds
Skippable Ads: up to 3 minutes
7. What assets are needed for Responsive Display Ads?
You need:
5 short headlines
1 long headline
Up to 5 descriptions
Images (Square + Landscape)
Logo (1:1)
8. What is the maximum image size for Responsive Display Ads?
Maximum image file size is 5 MB.
9. What do I need for Google Shopping Ads?
Shopping Ads require an optimized Merchant Center feed, which includes: Product ID Title Description Image link Price Availability Condition
10. How do I improve Google Ad performance in 2025?
Focus on high-quality assets, precise specifications, testing different variations, simplicity in visuals, and routine checking of the Quality Score, CTR, and ROAS.