Agency Guides Ad Creative Specs
Last Updated: March 8, 2021
This is a non-comprehensive list of some popular ad channels and the ad specifications for their ad types.
- Facebook/Instagram
- Google
- Search
- Display (Image and Responsive)
- Video
- Gmail
- Discovery
- Performance Max
- Ad Extensions
- Programmatic
- TikTok
- Spotify
Facebook/Instagram
IMAGE/VIDEO ADS
Primary Text:
No specific limits, but communicate the key message in the first 40 characters.
Image:
At least 1,080 by 1,080 pixels. Larger images will be automatically resized by Facebook, and can be cropped to suit specific placements. Text cannot cover more than 20% of the image. Ideally, images should have no text at all to maximize performance. Use the Facebook Text Overlay Tool to check.
Video:
Videos with a 1:1 or 4:5 ratio are ideal as they take up an ideal amount of the screen, particularly on mobile devices. Video thumbnail images cannot have text that covers more than 20% of the image. Ideally, images should have no text at all to maximize performance. Use the Facebook Text Overlay Tool to check.
Headline:
No specific limits, but ideally 25 characters or less to prevent truncation.
Description:
No specific limits, but ideally 30 characters or less to prevent truncation. Does not appear on all placements.
CAROUSEL ADS
Number of cards:
Minimum 2, maximum 10
Image:
Ideally 1:1 ratio, 1,080 by 1,080 pixels or greater. Larger images will be automatically resized by Facebook. Text cannot cover more than 20% of the image. Ideally, images should have no text at all to maximize performance.
Video:
Ideally 1:1 ratio. Video thumbnail images cannot have text that covers more than 20% of the image. Ideally, images should have no text at all to maximize performance
Primary Text:
No specific limits, but communicate the key message in the first 40 characters.
Individual Card Headline:
No specific limits, but ideally 25 characters or less to prevent truncation.
Individual Card Description:
No specific limits, but ideally 20 characters or less to prevent truncation. Does not appear on all placements.
Official Facebook Ad Spec Guide
SEARCH ADS
The same ad specifications apply to Bing.
Headlines:
30 characters or less. Expanded Text Ads have 3 headlines. Responsive Search Ads can have up to 15 headlines.
Descriptions:
90 characters or less. Expanded Text Ads have 2 descriptions. Responsive Search Ads can have up to 4 descriptions.
DISPLAY ADS
The same ad specifications apply to Bing.
Image Ads
The following are the most popular image-based display ad sizes:
- 300 x 250
- 320 x 50
- 320 x 100
- 336 x 280
- 728 x 90
- 250 x 250
- 300 x 600
- 160 x 600
- 970 x 90
- 468 x 60
- 200 x 200
Official Google Image Display Ad Spec Guide
Responsive Display Ads
Images:
A combination of 1:1 and 16:9 ratios is required. At least one 16:9 (landscape) and one 1:1 (square) image is required. Maximum 15 images
Logos:
A combination of 1:1 and 16:9 ratios is recommended. Maximum 5 logos
Videos:
1:1 or 16:9 aspect ratio is ideal. Maximum 5 videos. Must be hosted on YouTube.
Headlines:
30 characters or less. Maximum 5 headlines
Long Headline:
90 characters or less.
Descriptions:
90 characters or less. Maximum 5 descriptions
Business Name:
25 characters or less.
Official Google Responsive Display Ad Spec Guide
VIDEO ADS
YouTube URL:
Video must be hosted on YouTube.
Call-to-action:
10 characters or less.
Headline:
15 characters or less.
GMAIL ADS
Business name:
20 characters or less
Headline:
25 characters or less
Description:
90 characters or less.
Logo:
1:1 ratio. Maximum file size: 150KB
Marketing Image:
1.91:1 or 1:1 ratio. Maximum file size: 1024KB
Header image:
3:1 ratio. Maximum file size: 1024KB
Official Google Gmail Ad Spec Guide
DISCOVERY ADS
Images:
A combination of 1:1 and 16:9 ratios is permitted. At least one image is required. Maximum 15 images
Logos:
1:1 ratio. Maximum 5 logos
Headlines:
40 characters or less. Maximum 5 headlines
Descriptions:
90 characters or less. Maximum 5 descriptions
Business Name:
25 characters or less.
Official Google Discovery Ad Spec Guide
PERFORMANCE MAX
Images:
1.91:1, 1:1 and 4:5 ratios
Maximum 15 images
Logos:
4:1 and 1:1 ratios
One 1:1 logo required. Maximum 5 logos
Videos:
Optional. Maximum 5 videos. Must be hosted on YouTube.
Google will create videos automatically when possible.
Headlines:
30 characters or less
Minimum 3, Maximum 5 headlines
Long Headline:
90 characters or less
Minimum 1, Maximum 5 long headlines
Short Description:
60 characters or less
Required
Descriptions:
90 characters or less
Optional. Maximum 5 descriptions
Business Name:
25 characters or less
Required
Official Google Performance Max Ad Spec Guide
AD EXTENSIONS
The same ad specifications apply to Bing.
Sitelink
Sitelink Text:
25 characters or less.
Description:
35 characters or less. Each sitelink extension can have 2 descriptions.
Callout
Callout Text:
25 characters or less.
SPONSORED CONTENT
Introductory Text:
600 characters maximum. Recommend no more than 250 characters.
Image:
Ideally 1,200 by 628 pixels. Text is permissible in image.
Headline:
200 characters maximum. Recommend no more than 70 characters.
Description:
300 characters maximum. Recommend no more than 100 characters.
Official LinkedIn Sponsored Content Ad Spec Guide
Tweet:
280 characters maximum.
Image/Video:
Images must be 1:1 or 1.91:1. Max file size 3 MB.
Videos must be 16:9 or 1:1. Max file size 1 GB.
Card Name:
80 characters maximum.
Headline:
70 characters maximum.
Programmatic
DISPLAY IMAGE SIZES
- 728×90
- 300×250
- 320×50 (In-App)
- 300×600
- 160×600
- 320×480
- 970×250
- 768×1024
- 1024×768
- 480×320
NATIVE
These specs are specific to StackAdapt.
Image:
1,200 x 627, 600 x 600, and 800 x 600 pixels.
Headline:
55 characters maximum.
Caption Text:
120 characters maximum.
Sponsored by:
25 characters maximum.
Call-to-Action Text:
10 characters maximum.
TikTok
Video:
Up to 500 MB
Display Name:
No specific character limit
Text:
100 characters or less
Text Ads:
Headline: 300 characters or less
Body: 40,000 characters or less
Image Ads:
Headline: 300 characters or less
Image file size: 3MB max
Ratios: 1:1, 4:5, 4:3, 16:9
Recommended resolutions: 1080×1080, 1080×1350, 1440×1080, 1920×1080
Thumbnail: Displays at 400×300 pixels
Thumbnail file size: 500KB max
Video Ads:
Headline: 300 characters or less
Supported formats: MP4, MOV
File size: 1GB max
Ratios: 1:1, 4:5, 4:3, 16:9
Recommended length: 0:05–0:30s
Maximum length: 15:00 minutes
Carousel Ads:
Headline: 300 characters or less
Caption: 50 characters or less
Images: 2–6 images, 1200×1200 pixels (desktop-only campaigns support 1200×628)
Image file size: 20MB max each
Ratios: 1:1, 16:9
Recommended resolutions: 1080×1080, 1080×1350, 1440×1080, 1920×1080
Thumbnail: Displays at 400×300 pixels
Thumbnail file size: 500KB max
Static Pins:
Title: 100 characters or less
Description: 500 characters or less
Image file size: 20MB max
Ratios: 2:3
Video Ads:
Title: 100 characters or less
Description: 500 characters or less
Supported formats: MP4, MOV, M4V
File size: 2GB max
Ratios: 1:1, 2:3, 9:16
Video length: 0:04 – 15:00
Carousel Ads:
Title: 100 characters or less
Description: 500 characters or less
Images: 2–5 images
Image file size: 20MB max each
Ratios: 1:1, 2:3
Spotify
Audio file:
15 or 30 seconds. WAV, MP3 or OGG. Up to 1 MB.
Image:
640 x 620
