When you decide to add Google Ads to your marketing strategy, it is important to ensure that you get the sizing right. Google Ads are a great way to channel leads to your platforms and potentially grow your conversion rate. It may seem an inconsequential issue whereby any size of the ad will do, but this factor can have an impact on the overall success of your campaign.

Multiple factors will influence your choice of ad size, including the size of the screen the user will see the ad, if it is a text or video content being displayed, and so on. Inventory space available through Google Ads can also influence what ad size will be available to your brand.

Generally, there is a much higher demand for larger-sized ads, meaning you would be more easily be able to have your ad content displayed as smaller-sized ads. Here are the most popular size options you will find.


1.   200 x 200

This is the most compact version of the square ad. It can be used for both text and image content for both mobile and desktop screens. Though often popularly used, it tends to record poor performance, perhaps largely related to its small size, especially on desktop screens.

2.   250 x 250

This is the standard size for square ads. It can be used for both text and display ads that will appear on mobile and desktop screens. There is a limited inventory when it comes to this ad size which can mean poor results from the campaign.

3.   300 x 250

Referred to as the inline rectangle or multi-purpose unit, this ad size is very popular and a high performer for marketers. It often appears long mid-page breaks to break up the text. Typically used for videos and lightbox ads.

4  336 x 280

Called the large rectangle, this format is another high performer that is highly sought after and therefore has limited inventory available. Many sites and publishers like this option as it appears in the text of an article where it is more easily noticeable.

5.   468 x 60

This is the commonly seen banner ad that stretches more widely across the screen. It typically appears at the top of web pages and has been highly popular for a long time, but has seen some decline since the growth in appreciation of the leaderboard banner size.

6.   728 x 90

This is the leaderboard banner size that has a much bigger presence than the standard banner size. It is considered one of the most high-converting choices of ad size and is preferred for the top of the page appearances than the bottom of the page. Best for brands that want that dominant presence at the top of the page that instantly draws attention.

7.   970 x 90

Also called the large leaderboard, it is an expanding ad format that typically appears at the top of the page. It can expand further to 970 x 415 sizing that pushes other content further down the screen as you scroll. It is a more recent innovation in the Google Ads space that has yet to gain wide popularity though it does seem to deliver a more unique ad experience. So while it has good potential, it is largely unused.


8.   120 x 600

Pretty much an inverse of the banner ads, the skyscraper is a tall and slim format that allows online users to keep seeing the ad for a longer time as they scroll down the screen. Although it has been popular for a long time, Google has had a limited inventory, meaning you may be faced with poor performance for your campaign. It has also declined in popularity following the better performance of skyscraper ad size.

9.   160 x 600

This is a larger size than the skyscraper in terms of width. This larger sizing makes this ad size more visible and therefore more likely to trigger a click-through and conversion. It can be used for both text and display ads. It has a larger inventory available to marketers.

10.   300 x 600

Referred to as the large skyscraper, this ad size takes up considerably more space. So much so that it is also known as the half-page ad, though it does not quite take up an actual half page. Its generous sizing makes it great for video content or adding more content designed to provide more information and draw the eye of the online user. It is amongst the most fast-growing ad sizes that are ideal for when you want to make a strong visual impact.

What are the Best Performing Display Ad Sizes on Google?

Over the years, here at Phoenix Media, we have tried and tested all available sizes and shapes for Display Ads and as a result, have listed the below 5 best performing Google Ads sizes as;

300 x 250 – Medium Rectangle

336 x 280 – Large Rectangle

728 x 90 – Leaderboard

300 x 600 – Half Page (Large Skyscraper)

320 x 100 – Large Mobile Banner


Digital Marketers need to invest in a good mix of the most popular ad sizes that can accommodate a variety of their text, image and video content for maximum visibility. This will help capture the interest of audiences and hopefully encourage them to click through and convert, be it on a mobile or desktop screen.

If you’re looking for some help with your digital marketing, or just need help with some graphic design, speak to one of the team at Phoenix Media today.

  • Published on : Thursday May 19, 2022
  • Last updated : Friday July 8, 2022

About the author

As the managing partner for Phoenix Media, Rob brings over 10 years’ experience in digital marketing and running successful agencies in the UK, Australia and Thailand. Starting in a sales role he has covered all aspects of the agency from sales and service to technical ad operations. Reach him directly on rob@phoenixmedia.co.th

Recent blog posts and insights.