Google Ads Campaign Specs

Out of all of the challenges that come with running successful Google Ads campaigns, you probably wouldn’t think that identifying the correct creative specifications for various ad types would make it on that list.

Should be simple, right? Just reference the Google support article. In theory, this should be true! However, our team has found that actual creative specifications can be unreasonably hard to find among the myriad of support articles.

Even when you DO find them, they might not be accurate! You heard that right. We’ve actually found inaccuracies and inconsistencies in Google’s own documentation regarding character limits and mandatory ad components.

• Responsive Display Ads: This support article doesn't include the "Portrait" image specs. This is an optional additional image size you can add in when building in the platform. Pretty big miss!
• Dynamic Search Ads: This support article says descriptions have a are 35 character limit. Confirmed in the platform that it's 90 character limit. Facepalm.
• Performance Max: This support article says descriptions are 90 character limit, and that 1-5 are required. There is actually one 60-character description required, and 1-4 90-character descriptions required.

To streamline your creative development process and ensure adherence to current standards, here are some key specifications for popular Google Ads formats.

Table of Contents

Google Responsive Search Ad Specs
Google Dynamic Search Ad Specs
Google Responsive Display Ad Specs
Google Display Ad Specs (Custom)
Google Demand Gen Ad Specs
Google Performance Max Ad Specs
Google Asset & Extension Specs
Best Practices for Creating Google Ads Performance Creative
Download the Google Ads Specs Guide

Google Responsive Search Ad Specs

Responsive Search Ads are a text-based ad format that serves across Google search results pages. The elements of these ads will be dynamically combined to serve the optimal ad copy to each user.

Google Responsive Search Ad Examples

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Google Dynamic Search Ad Specs

Dynamic Search Ads are another text-based ad format that serves across Google search results pages. Some of the copy in this ad is automated based on the content of your landing page, as is the targeting.

Google Dynamic Search Ad Examples

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Google Responsive Display Ad Specs

Responsive Display Ads are an image-based ad format that serves across the Google Display Network. The elements of these ads will be dynamically combined to serve the optimal ad image and ad copy to each user.

Google Responsive Display Ad Examples

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Google Display Ad Specs (Custom)

Custom Display Ads are another image-based ad format that serves across the Google Display Network. These ads are created in multiple dimensions as they do not contain any dynamic elements.

Google Custom Display Ad Examples

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Google Demand Gen Ad Specs

Demand Gen Ads are a multi-media ad format that serves across Google-owned properties such as Google Discovery, YouTube, and Gmail. The elements of these ads will be dynamically combined to serve the optimal ad copy, imagery, and/or videos to each user.

Google Demand Gen Ad Examples

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Google Performance Max Ad Specs

Performance Max ads are another multi-media ad type that can serve across Google’s entire network, including Search, Display, Discovery, YouTube, Gmail, and Maps. The elements of these ads will be dynamically combined to serve the optimal ad copy, imagery, and/or videos to each user.

Google Performance Max Ad Examples

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Google Asset & Extension Specs

Google Ad Assets (also known as Ad Extensions) can serve alongside a variety of ad formats to provide additional information and allow a more engaging user experience.

Google Asset & Extension Examples

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Best Practices for Creating Google Ads Performance Creative

Creating effective Google Ads creatives is important for maximizing your campaign's success. Here are some of our key best practices to guide you:

1. Use High-Quality Images

Use high-quality images that relate to your products or services. Make sure the visuals aren’t too distracting with multiple overlays, logos, CTAs, or colors to allow the user to understand exactly what you offer and why they need to use your product.

2. Customize Creatives for Your Audience Segment

Customize your creative assets based on the audience segment you’re targeting. For example, retargeting and prospecting ads should convey different messages. In retargeting, your audience is already familiar with your brand, so the ad should entice them to return and convert. In prospecting, you’re introducing your brand to new users, so the ad should be more informative, focusing on your unique offerings and value.

3. Incorporate Clear Calls-to-Action (CTAs)

Incorporate strong, action-oriented CTAs that are relevant to each audience type. The CTA on the ad variation should relay the desired action you’d like them to take on your website. For example, if you are targeting a prospecting audience, you might use CTAs such as “Learn More” or “Get Started Today”. For a remarketing audience, you might use CTAs such as “Claim Your Discount” or “Pick Up Where You Left Off”.

4. Keep Landing Pages Consistent

Speaking of ad-to-landing page alignment, ensure each ad leads to a landing page that aligns seamlessly with its message and visual style. The landing page should be optimized for the specific goal to ensure a cohesive user experience. If you’re looking for help in creating customized landing pages, check out our landing page optimization services.

5. Optimize for the Mobile Experience

Design assets with mobile users in mind. Keep text minimal and impactful, as too much can be hard to read on smaller screens. Use high-quality images that load quickly, and format ads vertically or square for optimal viewing. Make CTAs easy to tap and test on different devices to ensure everything displays properly.

6. Conduct Regular A/B Testing and Iteration

Continually test different ad elements—such as headlines, visuals, background colors, CTAs, and ad formats. By analyzing performance data, you can refine your approach and adapt to audience preferences, enhancing engagement and conversions over time. Learn about how our testing strategies led to substantial growth for our client in the Education industry.

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Are You Interested in Launching Google Ads?

With a solid understanding of what's needed to launch your next Google campaign and best practices for creating effective, engaging content, all that’s left is to craft the right asset to reach your target audience.

Additionally, If you’re looking for an all-encompassing resource, feel free to download our Google Ad spec guide here.

Need help with creative production? Contact us today for a free performance creative quote!