How to Convert Images for Google Ads Display Campaigns

Google Ads display campaigns reach over two million websites and apps, but your ad images need to meet specific technical requirements to be accepted. Submit the wrong format or dimensions and your campaign will not launch. Submit oversized images and Google will compress them aggressively, degrading your carefully designed creatives.

The challenge with Google Ads image requirements is that they differ between responsive display ads, uploaded image ads, and the various asset types within Performance Max campaigns. Each ad type has its own set of accepted formats, dimension requirements, and file size limits.

This guide covers the current requirements for each Google Ads image type and the fastest way to prepare your creative files.

Step-by-Step Instructions

  1. Identify Your Ad Type

    Google Ads uses different image specs for different ad types. Responsive Display Ads require landscape (1200x628), square (1200x1200), and optionally portrait (960x1200) images. Performance Max campaigns use the same dimensions plus additional assets. Uploaded Image Ads use specific IAB standard sizes (300x250, 728x90, 160x600, etc.). Determine which ad type you are building before preparing images.

  2. Convert to JPG or PNG

    Google Ads accepts JPG (JPEG) and PNG formats for all image ad types. Use JPG for photographic images to keep file sizes small. Use PNG for graphics with text, logos, or when you need sharp edges on non-photographic content. Google does not accept HEIC, WebP, BMP, TIFF, or any other format for ad uploads.

  3. Resize to Required Dimensions

    For Responsive Display Ads, create at least: 1200 by 628 pixels (landscape, required) and 1200 by 1200 pixels (square, required). The portrait format at 960 by 1200 is optional but recommended. For Performance Max, provide all three. These are minimum recommended sizes. Google will scale images down to fit various placements but cannot scale up without quality loss.

  4. Keep Under the File Size Limit

    All Google Ads images must be under 5.12MB (5120KB). For Responsive Display Ads, aim well under this limit to ensure fast ad loading. Images around 150 to 300KB load fastest and perform best. Use JPG quality 80 to 85 for photographs and optimized PNG for graphics to stay comfortably under the limit while maintaining quality.

  5. Follow Google's Creative Policies

    Beyond technical requirements, Google enforces creative policies. Images must not be blurry, distorted, or unclear. Text overlaid on images should be minimal and legible. The image must be relevant to the ad copy and landing page. Logos should not occupy more than 20 percent of the image area. Misleading imagery (fake play buttons, fake close buttons) is prohibited.

Responsive Display Ad Dimensions

Responsive Display Ads are the most common Google Ads image format. Google automatically assembles your images, headlines, and descriptions into ads that fit thousands of different placements. Providing high-quality source images in all three aspect ratios gives Google the most flexibility to show your ads in the best-performing placements.

The landscape image (1.91:1 aspect ratio) is used on most website banner placements. The square image (1:1) is used on mobile placements, app interstitials, and social-style placements. The portrait image (4:5) is used in mobile feed placements. You can provide up to 15 images per ad group, and Google's machine learning will test different combinations to optimize performance.

Standard IAB Banner Ad Sizes

If you are creating uploaded image ads rather than responsive ads, you need images at specific IAB standard dimensions. The most common sizes are 300 by 250 (medium rectangle, highest reach), 728 by 90 (leaderboard), 160 by 600 (wide skyscraper), 320 by 50 (mobile banner), and 300 by 600 (half page). Each must be a separate image file in JPG or PNG format under 150KB.

Creating multiple sizes for uploaded image ads is more work than responsive ads, but gives you exact control over how your ad appears at each size. For most advertisers, responsive display ads are the better choice because they require fewer assets and Google optimizes placement automatically.

Convert Ad Creatives

Prepare your ad images in the right format with imageconvert.co. Convert HEIC, WebP, or other formats to Google Ads-compatible JPG or PNG entirely in your browser. Your marketing creatives stay private on your device with no server upload.

Frequently Asked Questions

What image format does Google Ads accept?

Google Ads accepts JPG (JPEG) and PNG format for all image ad types. No other formats (HEIC, WebP, BMP, TIFF) are accepted. Use JPG for photographic images and PNG for graphics with text or logos.

What size should Google Ads images be?

For Responsive Display Ads: landscape 1200x628 pixels and square 1200x1200 pixels are required. Portrait 960x1200 pixels is optional but recommended. All images must be under 5.12MB. For best ad loading speed, keep images under 300KB.

How many images can I upload to a Google Ads campaign?

Responsive Display Ads allow up to 15 marketing images and 5 logos per ad group. Performance Max allows up to 20 images. Google recommends providing as many high-quality images as possible so its machine learning can test different combinations and optimize for the best performance.

Why was my Google Ads image rejected?

Common rejection reasons include: wrong file format (not JPG or PNG), file size over 5.12MB, blurry or low-quality images, excessive text overlay, misleading imagery (fake buttons, fake error messages), or content that violates Google's advertising policies. Check the disapproval reason in your Google Ads account for the specific issue.

Convert images to JPG for Google Ads

Convert HEIC to JPG

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