Display ad design: GDN specs, responsive vs uploaded, and when to hire

GDN image formats and limits

The Google Display Network accepts two families of creative: responsive display ads (RDAs) where you supply assets and Google assembles them, and uploaded image ads where you supply finished files at exact pixel dimensions. Both families share the same hard limits on file weight and dimensions.

• Maximum file size for any image asset or uploaded image: 150 KB.
• Accepted image formats: JPG, PNG, GIF (static). Animated GIF is allowed within the same weight limit.
• HTML5 zip packages are accepted for uploaded display ads and must follow the Google Ads HTML5 specification; each zip includes a backup image.
• All creative must comply with Google Ads policies (no misleading claims, no prohibited content, clear branding).

Responsive display ads vs uploaded image ads

Responsive display ads ask for a handful of assets, headlines, descriptions, logos, images and optional videos, and Google automatically generates the ad combinations that fit each placement. Uploaded image ads are fixed files you design at specific sizes. The table below compares the asset requirements for each approach.

Source: Google Ads Help, "Responsive display ad specifications" and "Image ad specifications", as of October 2026.

Animation and HTML5 rules

If you need motion, you have two options inside Google Ads:

• Animated GIF, loops allowed, maximum 30 seconds total animation length, 150 KB file size limit applies. Frame rate is not specified but the weight limit keeps it low.
• HTML5 zip, built to the Google Ads HTML5 specification. Each zip must contain a backup image (JPG or PNG) at the same dimensions, 150 KB max. The HTML5 package is hosted by Google after upload; it does not run arbitrary scripts and must use the Enabler API for clicks and timers. Animation length: no hard cap, but the creative must stop animating after 30 seconds unless the user interacts. Google Ads accounts must be approved for HTML5 before they can upload these zips.

For programmatic display (Display & Video 360, Campaign Manager 360) the same IAB sizes apply and the HTML5 spec is similar; the backup image is mandatory in every case.

When to hire a checked ad set

Use the free editor or your own tools when:

• You only need responsive display ads and can supply the required asset ratios.
• The campaign runs on a single platform with one or two static sizes.
• You have design capacity and a process to verify every file against the current spec before upload.

Order a checked ad set (Resize, Banner set or Set + HTML5) when:

• You need uploaded image ads across 10+ IAB sizes and want every file verified against the 150 KB limit and exact pixel dimensions.
• You need animated HTML5 for Google Ads, DV360 or CM360 and do not have an in-house HTML5 workflow that passes the Enabler validation.
• You must keep legal disclaimers, logo clear-space or regulatory text pixel-perfect in every size.
• You are localising the same creative into multiple languages and need each version laid out again so longer copy still fits.

This guide covers the Google Display Network specifications as published in October 2026. Platform specs change; always confirm the current limits in your Google Ads account before you launch. The guide does not replace the platform help centre.