Each type of Demand Gen campaign requires specific information in order to run successfully. Google’s AI displays the asset(s) or ad(s) that have the highest chance of converting a specific user, so your headlines, descriptions, and images need to make sense in any combination.
The spec you need to follow depends on the type of ad you’re creating. This summary table shows all the current Google Demand Gen campaign specs:
Specs | Single Image Ads | Carousel Ads | Video Ads |
Headlines | 3-5 headlines of ~40 characters each | One headline per carousel card, plus one ad set headline of ~40 characters | 1 headline of ~40 characters |
Descriptions | 3-5 descriptions of ~90 characters each | One description of ~90 characters | One description of ~90 characters |
Business Name | Up to 25 characters | Up to 25 characters | Up to 25 characters |
Final URL/Sitelinks | One display URL for your landing page | One display URL for your landing page | Choose up to four site links |
Call-To-Action | Choose from the list or allow automated | Choose from the list or allow automated | Up to 10 characters |
Images/Videos | 3-20 images of specific formats (see table below) | 2-10 images of the same format (see table below) | 1-5 videos (see table below for formatting options) |
Logo | One 1,200 x 1,200 px image | One 1,200 x 1,200 px image | One 1,200 x 1,200 px image |
Supported placements | YouTube in-feed, YouTube Shorts, Discover, Gmail | YouTube in-feed, Discover, Gmail | YouTube in-feed, YouTube in-stream, YouTube Shorts etc |
Google Demand Gen Campaign Specs: Image and Video Formats
Choose from several image and video formats in your Demand Gen ads. See the image specs below:
Image Style | Size Ratio | Recommended Size | Minimum Size |
Landscape | 1.91:1 | 1,200 x 628 px | 600 x 314 px |
Square | 1:1 | 1,200 x 1,200 px | 300 x 300 px
|
Portrait | 4:5 | 960 x 1,200 px | 480 x 600 px |
For video ads, follow the following formatting specs:
Image Style | Size Ratio | Recommended Size | Minimum Size |
Landscape | 16:9 | 1,920 x 1,080 px | 640 x 480 |
Square | 1:1 | 1080 px x 1080 px | 480 x 480 px |
Portrait | 4:5 | Not Specified | Not Specified |
Vertical | 9:16 | 1080 x 1920 Px | 480 x 640 Px |
