Google Ads
intermediate
5 min read4 steps244 views

Demand Gen Creative Specs and Best Practices

Demand Gen ads support single image, carousel, and video formats across YouTube, Gmail, and Discover. Image specs: landscape 1200×628, square 1200×1200, portrait 960×1200. Video specs: landscape 16:9, square 1:1, vertical 9:16. Best practices include using high-quality lifestyle imagery, writing scr

Demand Gendemand gen creative specs

Quick Summary

Demand Gen ads support single image, carousel, and video formats across YouTube, Gmail, and Discover. Image specs: landscape 1200×628, square 1200×1200, portrait 960×1200. Video specs: landscape 16:9, square 1:1, vertical 9:16. Best practices include using high-quality lifestyle imagery, writing scroll-stopping headlines under 40 characters, testing multiple creative themes, and providing all three aspect ratios for maximum reach.

Process Flow

Interactive diagram — drag to pan, scroll to zoom

Step-by-Step Guide

Follow these 4 steps to complete this guide

1

Image Specifications

Landscape (1.91:1): 1200×628 minimum, 1200×628 recommended. Square (1:1): 1200×1200 minimum. Portrait (4:5): 960×1200 minimum. File types: JPG or PNG. Max file size: 5MB.
2

Video Specifications

Provide videos in landscape (16:9), square (1:1), and vertical (9:16) for maximum placement coverage. Duration: 15-60 seconds recommended. Upload to YouTube and reference in the campaign.
3

Text Specifications

Headlines: Up to 5, max 40 characters each. Descriptions: Up to 5, max 90 characters each. Business name: Your company name. Call to action: Choose from predefined options.
4

Best Practices

Use lifestyle imagery showing your product in context — Demand Gen surfaces are visual and editorial. Avoid text-heavy images. Write headlines that create curiosity or address a need. Test multiple creative themes (benefit-focused vs feature-focused, people vs product). Refresh creative every 4-6 weeks to prevent fatigue.

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