Display banner design services

How the service runs

1. 01

   Brief

   Message, offer terms, sizes or asset types, landing page.

   Output: Creative brief

2. 02

   Master design

   One banner that sets the look.

   Output: Approved master

3. 03

   Size set

   Adapted to each static size.

   Output: Static set

4. 04

   Responsive assets

   Images, logos and short text.

   Output: Asset set

5. 05

   Checks and delivery

   Actual-size review, claims, labelled files.

   Output: Final files

The master design

A master banner, often a medium rectangle, sets the message, image, colours and action for the whole campaign. Approving it first means every other size follows an agreed direction. The designer should show the master at actual size, not enlarged, so you judge it as viewers will see it.

A typical static size set

Adapting, not shrinking

Each size needs its own arrangement. A wide strip puts everything in one line; a tower stacks; a small mobile strip may hold only a logo, three words and a button. Shrinking the master to fit makes text unreadable. The designer should rearrange for each size while keeping the message and look consistent.

Responsive assets to Google's guidance

For responsive display ads, the service should supply images in the ratios Google's best-practice guide lists, landscape 1.91:1, square 1:1 and vertical 9:16, as JPG or PNG within the 5120 KB limit, without overlaid text, logos or button-like shapes. Logos are supplied separately, and short headlines and descriptions are written to the platform's limits, such as 80 characters for descriptions.

Warning signs in a banner service

• Sizes shrunk from one design

  Text unreadable in small slots.

• Text overlaid on responsive images

  Against Google's guidance.

• Fake buttons

  Google says these can breach policy.

• Files named randomly

  Hard to upload and track.

Example: banners for a conference organiser

What you should receive

Working with whoever runs the ads

The person running the campaign knows which sizes and ad types they will use and which variants they want to test. Involve them in the brief so you pay only for files that will be used, and ask them to share results so the next set builds on what worked.

File rules

Static image ads have their own file format, size and animation rules on each platform. The designer should check current rules before export; we have not quoted them because we could not verify them.

Writing headlines and descriptions

Responsive ads combine your images with short headlines and descriptions written separately. The service should write several options within the platform's limits, each making sense on its own, since the platform may show them in different combinations. Avoid claims that need small print to be accurate, and keep wording consistent with the landing page. You approve all text before upload.

Checking at actual size

Every static banner should be reviewed at its real pixel size on a screen, and the small mobile sizes on a phone. Text that is readable at the master size may vanish in a 300 x 50 strip. Responsive images should be checked cropped to each ratio, so important content is not cut off when the platform fits them into different slots.

Ownership and licences

Agree that all files are yours and keep licence notes for stock images and fonts, confirming they cover advertising use.