Google Ads guide

Google Ads HTML5 banner specifications

Use this checklist before packaging an HTML5 display ad for Google Ads. It covers the ZIP limit, file count, click handling and account eligibility stated by Google.

Updated October 2026
4 min
Specifications as of October 2026

Key point

Keep the uploaded ZIP within Google's file and file-count limits. Click handling also differs between a clickTag build and an ad created in Google Web Designer.

HTML5 creative example

An HTML5 display ad is delivered as a ZIP containing its HTML document and local supporting files. The image below shows an HTML5 banner example opened in a web browser.

HTML5 banner example adapted from the HTML5 logo and wordmark by W3C, licensed under CC BY 3.0. Source: Wikimedia Commons.

Google Ads specifications

The limits and policies below come from the Google Ads Help answer for uploaded display ads. The eligibility criteria apply to access to HTML5 ads in Google Ads.

Platform	Max zip size	Max files	clickTag policy	GWD exit	Eligibility
Google Ads	600 KB	40	clickTag is supported. The landing page must use HTTPS and the clickTag must open in a new window.	Use the exit area component in Google Web Designer.	The account must have been open for more than 90 days, have more than USD 9,000 in total lifetime spend and have a good history of policy compliance.

Specifications retrieved October 2026. Source: Google Ads Help, answer 1722096.

What to check

Inspect the finished ZIP itself, not only the working project. A build can gain extra files or weight during export.

Check the archive.Confirm that the ZIP is no larger than 600 KB and contains no more than 40 files.
Check the click method.For a clickTag build, confirm that the destination uses HTTPS and opens in a new window. For Google Web Designer, configure the click through the exit area component.
Check account access.Confirm that the Google Ads account is eligible to use HTML5 ads before preparing an upload.

This guide summarises the requirements stated in Google Ads Help answer 1722096 as retrieved in October 2026. Google can change its requirements, so check the linked answer before uploading a new campaign.

Questions

How large can a Google Ads HTML5 ZIP be?

Google Ads Help states a maximum ZIP size of 600 KB.

How many files can the ZIP contain?

The uploaded ZIP can contain no more than 40 files.

How should a Google Web Designer ad handle its click?

Use the exit area component in Google Web Designer. For a clickTag build, Google states that the destination must use HTTPS and open in a new window.