Banner Ad Sizes: All You Need to Know About Google Ads, Facebook Ads, Instagram Ads

Banner ads are one of the most effective ways to increase brand visibility and drive traffic through platforms like Google Ads, Facebook Ads, and Instagram Ads. Each platform has specific recommended sizes and guidelines to ensure that ads display optimally. Here’s a comprehensive breakdown of banner ad sizes and formats for these platforms in 2024.

1. Google Ads Banner Sizes

Google Ads supports various banner sizes across its Display Network, including both responsive and static banner ads. Here are the most commonly used banner sizes for Google Ads:

Top Performing Google Banner Sizes:

• 728×90 – Leaderboard (best for desktops)
• 300×250 – Medium Rectangle (works well on both desktop and mobile)
• 336×280 – Large Rectangle (best for desktop)
• 300×600 – Half Page (offers high impact, desktop)
• 320×100 – Large Mobile Banner (best for mobile)

Other Common Google Display Ad Sizes:

• 160×600 – Wide Skyscraper (desktop)
• 468×60 – Banner (small desktop banners)
• 250×250 – Square (smaller spaces)
• 200×200 – Small Square
• 970×90 – Large Leaderboard (used in premium placements)
• 970×250 – Billboard (high visibility for desktop)
• 120×600 – Skyscraper
• 240×400 – Vertical Rectangle

Google Responsive Display Ads

Responsive ads adjust in size, appearance, and format to fit ad spaces across the Google Display Network. You provide Google with images, headlines, and descriptions, and Google will automatically optimize them for the best performance.

Formats for Google Responsive Ads:

• Image Sizes: 1.91:1 (landscape) and 1:1 (square) ratios.
• File Formats: JPG, PNG, GIF (static), and animated GIFs (less than 30 seconds).

2. Facebook Ads Banner Sizes

Facebook offers a variety of ad formats, including image, video, and carousel ads, displayed across different placements such as News Feed, Stories, Messenger, and Audience Network. Below are the most important ad sizes for each placement.

Facebook Feed Image Ads:

• Recommended Size: 1200×628 pixels (aspect ratio: 1.91:1).
• Minimum Size: 600×600 pixels (for square ads).
• File Types: JPG or PNG.
• Text Limit: Headline – 40 characters, Primary text – 125 characters, Link description – 30 characters.

Facebook Carousel Ads:

• Image Size: 1080×1080 pixels (square).
• Aspect Ratio: 1:1.
• Number of Cards: 2-10 images or videos per carousel.
• File Types: JPG or PNG.

Facebook Stories Ads:

• Recommended Size: 1080×1920 pixels (vertical, full screen).
• Aspect Ratio: 9:16.
• File Types: JPG or PNG, or video in MP4 or MOV format.

Facebook Right Column Ads (Desktop Only):

• Recommended Size: 1200×628 pixels.
• Aspect Ratio: 1.91:1.
• Text Limit: 125 characters (description), 25 characters (headline).

Facebook Instant Article Ads:

• Recommended Size: 1200×628 pixels.
• Aspect Ratio: 1.91:1.

3. Instagram Ads Banner Sizes

Instagram, being a visually-oriented platform, has specific requirements for ad sizes to maintain high-quality visual experiences. The key formats are image, video, carousel, and Stories ads.

Instagram Feed Ads (Image and Video):

• Square Image/Video: 1080×1080 pixels.
  • Aspect Ratio: 1:1.
• Landscape Image/Video: 1080×566 pixels.
  • Aspect Ratio: 1.91:1.
• Portrait Image/Video: 1080×1350 pixels.
  • Aspect Ratio: 4:5.
• File Formats: JPG, PNG for images; MP4, MOV for video.
• Text Limit: Primary text – 125 characters.

Instagram Carousel Ads:

• Square Image/Video: 1080×1080 pixels (recommended).
  • Aspect Ratio: 1:1.
• Number of Cards: Up to 10 images or videos per carousel.
• File Formats: JPG, PNG for images; MP4, MOV for video.

Instagram Stories Ads:

• Recommended Size: 1080×1920 pixels (vertical).
• Aspect Ratio: 9:16.
• File Types: JPG or PNG for images; MP4, MOV for video.
• Video Duration: 15 seconds maximum per story.

4. Additional Tips for Creating Effective Banner Ads

• File Size: Keep your file sizes small to improve loading times, especially for mobile ads. Many platforms recommend keeping file sizes below 150 KB for static ads.
• Image Quality: Always use high-resolution images to ensure they don’t appear pixelated on higher-density displays.
• Minimal Text: Facebook and Instagram recommend keeping text in images to a minimum as too much text can reduce the ad’s reach. A common rule is to avoid using more than 20% of an image for text.
• Consistency in Branding: Make sure the fonts, colors, and visuals you use in your ads align with your overall branding for consistency across platforms.
• CTA (Call to Action): Use clear and actionable CTAs like “Learn More,” “Shop Now,” or “Sign Up” to increase conversions.

Conclusion

• Google Ads: The most common sizes are 728×90 (leaderboard), 300×250 (medium rectangle), and 320×100 (large mobile banner). Google’s responsive ads allow flexibility across placements.
• Facebook Ads: 1200×628 pixels (1.91:1 aspect ratio) is widely used for feed ads, with 1080×1920 pixels for Stories and 1080×1080 pixels for square ads.
• Instagram Ads: For feed ads, 1080×1080 pixels works best for square images, and 1080×1920 pixels is recommended for Stories.

Understanding these sizes and specifications ensures your banner ads display optimally across various platforms and maximize your marketing efforts.