Google Ads
Google Demand Gen Ad Specs for 2026: Images, Video and Copy
Updated: September 2026
Google Demand Gen campaigns need square, landscape and vertical creative to cover YouTube, Discover, Gmail and eligible Display inventory effectively. For 2026 production, prepare 1200 x 1200 square images, 1200 x 628 landscape images, 960 x 1200 portrait images, 1080 x 1920 vertical images, and videos in square, horizontal and vertical formats.
Meeting the minimum specification makes an asset eligible. Supplying a complete, intentional set gives Google’s AI more useful choices without forcing weak crops or generic auto-generated versions.
Demand Gen image specifications
| Orientation | Aspect ratio | Recommended size | Minimum size |
|---|---|---|---|
| Square | 1:1 | 1200 x 1200 | 300 x 300 |
| Landscape | 1.91:1 | 1200 x 628 | 600 x 314 |
| Portrait | 4:5 | 960 x 1200 | 480 x 600 |
| Vertical | 9:16 | 1080 x 1920 | 600 x 1067 |
Google accepts JPG and PNG image files up to 5 MB. The square logo recommendation is 1200 x 1200, with a 144 x 144 minimum and a 150 KB maximum file size.
Demand Gen video specifications
| Orientation | Aspect ratio | Recommended HD size |
|---|---|---|
| Horizontal | 16:9 | 1920 x 1080 |
| Square | 1:1 | 1080 x 1080 |
| Portrait | 4:5 | 1080 x 1350 |
| Vertical | 9:16 | 1080 x 1920 |
Videos must be at least five seconds. Videos shorter than ten seconds are not eligible for YouTube in-stream delivery. Google recommends vertical video for Shorts, where only the first 60 seconds of a longer video will play before the viewer is prompted to continue on the watch page.
Demand Gen copy limits
The precise fields available depend on the ad format, but the standard production brief should include:
- Up to five headlines, each up to 40 characters
- One long headline, up to 90 characters
- Up to five descriptions, each up to 90 characters
- Business name
- Final URL and optional URL path
- Approved call to action
Carousel ads also require two to ten image cards. Keep every card in the same aspect ratio within a carousel and make sure the sequence still makes sense if a user does not view every card.
Which assets serve on which placements?
Demand Gen can reach YouTube Shorts, YouTube Home, YouTube Search, Watch Next, Gmail, Discover, Google video partners and eligible Google Display Network inventory. Not every format serves everywhere.
For example, video is required for YouTube in-stream, while Gmail supports image-led formats rather than video-only ads. Uploaded Display ads are eligible on the Display Network but not the primary YouTube, Gmail or Discover surfaces.
Use the rule of three
Google’s Creative Excellence Guide recommends at least three images or videos in each major aspect ratio within an ad group. That does not mean creating three near-duplicates. Give the system genuinely different ways to communicate the same strategy.
- Concept 1: show the customer problem.
- Concept 2: demonstrate the product or service.
- Concept 3: provide proof or a reason to believe.
This creates useful variety while avoiding the uncontrolled testing problem described in How to Keep AI Ad Variations From Ruining Your Creative Test.
Build for the safe zone
Keep faces, products, captions and calls to action away from screen edges. Shorts interface elements can cover portions of a 9:16 video. Check Google’s safe-zone templates and preview every placement before launch.
Do not simply center-crop a landscape ad into a vertical frame. Recompose the shot so the subject remains large enough on a phone and the opening action works without horizontal context.
How Google AI changes production
Demand Gen includes creative enhancements and generative AI tools that can create or adapt assets. These features improve coverage, but every advertiser should review generated images, text, crops and video before publishing.
Upload strong source material first. Automation is more useful when it starts with accurate products, clean compositions, high resolution and clear brand guidance. For video-specific governance, see Gemini Omni in Google Ads.
Preflight checklist
- Create square, landscape, portrait and 9:16 images.
- Create horizontal, square and vertical video.
- Export within the required file limits.
- Keep essential content inside safe zones.
- Write five headlines and five descriptions without duplicates.
- Verify landing-page message match.
- Preview each eligible placement.
- Review every AI enhancement before launch.
- Apply a clear asset naming convention.
- Confirm conversion tracking and final URLs.
Frequently asked questions
Do Demand Gen campaigns require video?
Video is not required for every Demand Gen format, but it is required to access video-only placements such as YouTube in-stream. A mixed image and video set provides broader coverage.
Is 1080 x 1920 supported?
Yes. Google recommends 1080 x 1920 for vertical 9:16 images and videos, particularly for YouTube Shorts.
How many assets should an ad group have?
Google recommends at least three images or videos in each major aspect ratio. The right total also depends on budget and whether each asset represents a meaningful creative idea.