Banner Ad Sizes 2026: The Complete Guide (Google, Meta, IAB)

Banner ad sizes look like a solved problem until you have to ship a campaign. Then you discover that Google wants exact pixel dimensions under 150 KB, Meta wants aspect ratios rather than pixels, TikTok wants vertical images, and your designer has delivered one beautiful 1080×1080 file. This guide lists the banner ad sizes that matter as of October 2026, explains the rules behind each platform, and shows how to plan a set of sizes so you are not rebuilding the same ad twenty times.

Sizes and limits below come from each platform's published specs (linked in each section), checked in October 2026; where a platform doesn't publish a limit, we say so. If you want to check a file you already have, drop it into our free ad banner size checker: it tells you which placements it fits and why it fails the rest.

Two kinds of banner sizes: exact pixels vs aspect ratios

Before the lists, one idea that saves a lot of confusion. Platforms treat sizes in two different ways:

• Exact-pixel placements. Classic display banners (the IAB-style units on Google Display) must match the slot pixel for pixel. A 300×250 slot takes a 300×250 file. A 301×250 file is rejected.
• Aspect-ratio placements. Social platforms (Meta, LinkedIn, TikTok, Pinterest) and Google's asset-based formats take any image with the right ratio above a minimum size. A 1440×1800 and a 600×750 image both work for a 4:5 Meta feed slot. Meta tolerates small deviations; our checker uses a ±3% ratio tolerance.

Get this distinction right and most "why was my ad rejected?" problems go away.

Google display ad sizes (uploaded image ads)

When you upload your own image ads to Google Ads, each file must be an exact size, in JPG, PNG or GIF, and no larger than 150 KB (Google Ads Help: uploaded display ad specs). These are the display ad sizes Google lists:

Square and rectangle

• 300×250: Inline rectangle (medium rectangle)
• 336×280: Large rectangle
• 250×250: Square
• 200×200: Small square

Leaderboards and horizontal banners

• 728×90: Leaderboard
• 970×90: Large leaderboard
• 970×250: Billboard
• 468×60: Banner
• 930×180: Top banner
• 980×120: Panorama

Skyscrapers and vertical

• 160×600: Wide skyscraper
• 120×600: Skyscraper
• 300×600: Half-page
• 300×1050: Portrait
• 240×400: Vertical rectangle
• 250×360: Triple widescreen
• 580×400: Netboard

Mobile

• 320×50: Mobile banner
• 300×50: Mobile banner
• 320×100: Large mobile banner

That is twenty sizes. You do not need all of them.

The most effective banner ad sizes to start with

Google doesn't publish a ranked "best sizes" list in its spec page, so treat this as a practical rule of thumb rather than a statistic: the sizes most publishers have slots for are the medium rectangle, the leaderboard, the half-page, the wide skyscraper and the mobile banner. A starter set that covers desktop and mobile inventory looks like this:

1. 300×250: fits in-content and sidebar slots, and many mobile placements.
2. 728×90: the standard desktop header slot.
3. 300×600: large, high-visibility sidebar unit.
4. 160×600: narrow sidebar, still common.
5. 320×50: the default mobile banner.

Add 336×280, 970×250 and 320×100 next if you want more reach. The long tail (netboard, panorama, triple widescreen) only matters if you are buying specific regional inventory.

Responsive display ads vs uploaded banners

Google also offers responsive display ads and Performance Max, where you supply image assets, headlines and a logo, and Google assembles the ad to fit whatever slot is available. Here the rules are ratio-based, not exact-pixel. For Performance Max image assets, Google lists (Google Ads API: asset requirements):

• Landscape 1.91:1: recommended 1200×628, minimum 600×314
• Square 1:1: recommended 1200×1200, minimum 300×300
• Portrait 4:5: recommended 960×1200, minimum 480×600
• Max file size 5120 KB, JPG or PNG

When to use which:

• Use responsive / asset-based when you want reach with little production effort and you are fine with Google choosing the layout.
• Use uploaded banners when the layout matters: price callouts, legal text, brand rules, or a precise product composition that must not be cropped or rearranged.
• Many advertisers run both: assets for scale, a handful of uploaded banners for brand control.

Meta (Facebook and Instagram) ad sizes

Meta is ratio-based. From the Meta Ads Guide:

• Feed (recommended), 4:5: 1440×1800, minimum 600×750
• Feed square, 1:1: 1440×1440, minimum 600×600
• Stories / Reels, 9:16: 1440×2560, minimum width 500
• Carousel card, 1:1: 1080×1080
• Catalog (Advantage+) product image, 1:1: 1080×1080, minimum 500×500
• JPG or PNG, up to 30 MB

The 4:5 feed image takes up more of the mobile screen than a square, which is why Meta recommends it. If you only make one Meta image, make it 4:5; if you make two, add 9:16 for Stories and Reels, leaving the top and bottom clear of text so interface overlays don't cover it.

Other social ad sizes worth knowing

• TikTok carousel (spec): 720×1280 (9:16), 640×640 (1:1), 1200×628 (1.91:1). TikTok suggests keeping each image around 100 KB or less; it's a suggestion, not a hard cap.
• LinkedIn single image (spec): 1200×628 landscape (min 640×360), 1200×1200 square (min 360×360), 720×900 vertical (min 360×450). JPG, PNG or GIF up to 5 MB.
• X image ads: 1200×628 and 1200×1200 are the widely used recommended sizes (X ad specs).
• Pinterest standard pin (spec): 1000×1500 (2:3), up to 20 MB.

Notice the pattern: almost everything outside Google's exact-pixel slots collapses into four ratios: 1:1, 4:5, 9:16 and 1.91:1 (plus 2:3 for Pinterest).

Mobile vs desktop banner sizes

Mobile and desktop are not just "smaller and bigger":

• Desktop inventory favors wide and tall units: 728×90, 970×250, 300×600, 160×600. They sit beside or above content.
• Mobile web inventory is dominated by 320×50, 320×100 and 300×250. The 300×250 is the overlap size that works on both.
• Mobile social is vertical: 4:5 in feeds, 9:16 in Stories, Reels and TikTok.

Design implication: a 320×50 banner is 50 pixels tall. That is room for a logo, three to five words and a button. Do not try to squeeze a product photo, price, headline and disclaimer into it; pick the one message that matters.

File size limits and formats: a checklist

The fastest way to get a banner rejected is the file, not the design. Before uploading:

• Exact dimensions for Google uploaded ads (no 2× retina export unless the slot asks for it).
• Under 150 KB for Google display banners. Export JPG for photos; PNG for flat graphics with few colors.
• Correct ratio within tolerance for Meta, LinkedIn, TikTok and Performance Max.
• Above the minimum size (e.g. 600×750 for Meta 4:5 feed).
• Allowed format: JPG/PNG/GIF for Google display and LinkedIn; JPG/PNG for Meta and Performance Max.
• Under the platform cap: 5120 KB Performance Max, 5 MB LinkedIn, 30 MB Meta, 20 MB Pinterest.

Hitting 150 KB on a 970×250 photo banner usually means JPG at a quality around 70–85 and stripping metadata. Test a couple of quality settings and pick the lowest one where text stays crisp.

Design tips per banner size

Leaderboards (728×90, 970×90)

• Read left to right: logo, message, call to action.
• One line of text. If you need two, the font is too small.

Rectangles (300×250, 336×280)

• The most flexible canvas: image on top, headline, CTA button at the bottom.
• Keep text at a size readable on a phone, since 300×250 runs on mobile too.

Skyscrapers and half-page (160×600, 300×600)

• Stack vertically: logo, image, message, CTA.
• The 300×600 is big enough for a product image and price; the 160×600 often isn't, so simplify.

Mobile banners (320×50, 320×100)

• Logo plus a short message plus a button-shaped area. Nothing else.
• Use high-contrast colors; these are viewed small and fast.

Social feed (4:5, 1:1)

• Let the image do the work. Keep any text overlay short.
• Leave margins so platform UI and cropping don't eat your logo.

Vertical (9:16)

• Keep key content in the center; the top and bottom are often covered by profile names, captions and buttons.

For every size: the same brand colors, the same font, the same CTA wording. A user who sees your 300×250 and later your Story should recognize it as the same ad.

How to produce every size from one design

The hard part of banner sizes is not knowing them, it's producing them. Ten Google sizes times three social ratios times twenty products is six hundred files. A sane workflow:

1. Pick your size set first. Use the starter list above plus the social ratios you actually buy. Write it down so nobody exports a size you don't run.
2. Design a master layout per shape family, not per size. You need roughly four masters: horizontal (leaderboards), rectangle/square, vertical (skyscraper, half-page, 9:16) and tiny mobile.
3. Define what moves and what scales. Logo pinned to a corner, headline scaling to fit, product image cropped around a focal point. These rules are what make one design work across sizes.
4. Separate content from layout. Product name, price and image should come from a spreadsheet or product feed, not be typed into each file. Then changing a price is a data change, not a redesign.
5. Batch-export and check. Export everything, then verify dimensions and file weight before upload. Our ad banner size checker does this per file.
6. Re-render when data changes, not when someone remembers. Prices and stock change; banners that show stale prices waste spend.

Steps 2 to 6 are what template tools with multi-size artboards are for. In Bannervora, for example, one template holds multiple artboards (one per size), pulls products from a data source such as a CSV, Google Sheet or product feed, and renders every size per product in one run.

FAQ

What is the most common banner ad size? The 300×250 medium rectangle is the most widely supported display size because it fits in-content, sidebar and mobile slots. Pair it with 728×90 and 320×50 for basic desktop and mobile coverage.

What are the standard Google display ad sizes? Google accepts twenty exact sizes for uploaded image ads, including 300×250, 336×280, 728×90, 970×250, 160×600, 300×600 and 320×50, all at 150 KB or less in JPG, PNG or GIF.

What's the difference between banner sizes and ad sizes on social? Display banner sizes are exact pixel dimensions. Social ad sizes are aspect ratios (1:1, 4:5, 9:16, 1.91:1) with a minimum resolution, so many pixel sizes are valid.

Do I need every banner ad size? No. Five sizes (300×250, 728×90, 300×600, 160×600, 320×50) cover most display inventory, and responsive display ads can fill the remaining slots from your image assets.

What is the maximum file size for display ads? 150 KB for Google uploaded display image ads. Performance Max image assets allow up to 5120 KB, LinkedIn 5 MB, and Meta 30 MB.

Should I use responsive display ads or upload my own banners? Use responsive ads for reach with minimal production; upload banners when layout, pricing or brand rules must be exact. Running both is common.

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If producing all these sizes per product is the bottleneck, Bannervora's free plan renders 100 creatives a month from one multi-size template. See pricing.