Social and advertising creative
Display banner design
Display banners are the image ads that appear on websites and apps, in shapes from wide strips to tall towers and small mobile slots. They have very little space and even less attention, so the design must make its point instantly: who you are, one message and what to do next. Banners come in two broad kinds. Static banners are designed for fixed sizes, while responsive display ads are assembled by the ad platform from images, logos and text you supply. Each needs a different approach.
This page covers common sizes, hierarchy, static and responsive ads, Google's image guidance, claims and file preparation.
Illustrative diagram
Display ads
- Static
- Rectangle
- Strip
- Tower
- Mobile
- Responsive
- Landscape image
- Square image
- Vertical image
- Logo
- Short text
Common sizes Google lists
| Size (pixels) | Shape |
|---|---|
| 300 x 250 | Medium rectangle |
| 336 x 280 | Large rectangle |
| 728 x 90 | Wide strip |
| 300 x 600 | Tall half page |
| 160 x 600 | Narrow tower |
| 300 x 50 | Small mobile strip |
Hierarchy in small spaces
A banner has room for three things: your brand, one message and one action. Order them so the message is seen first, the brand confirms who it is from and the action is clear. In narrow strips there may only be room for a logo, a few words and a button. Remove anything that does not serve those three jobs. Test each size at its real dimensions; designs that work in a large rectangle can become unreadable in a mobile strip.
Static or responsive
Static banners
Suits you when
- You want exact control of each size
Watch out for
- Many sizes to design
- Google says they do not adapt to ad slots
Responsive display assets
Suits you when
- You want the platform to fit many slots
Watch out for
- Supply clean images, logos and short text
- Less control over final layout
Preparing responsive assets
For responsive display ads, Google's best-practice guide asks for images in landscape 1.91:1 (recommended 1200 x 628), square 1:1 (1200 x 1200) and vertical 9:16 (900 x 1600), as JPG or PNG up to 5120 KB each. It advises avoiding text, logos and button-like shapes overlaid on images, and keeping blank space to no more than 80% of the image. Text is supplied separately; descriptions are limited to 80 characters.
Designing static banners
Static banners give you control but need designing for each size. Start with a master design in a medium rectangle, then adapt it to strips, towers and mobile sizes, rearranging rather than shrinking. Keep the same message and look across sizes so the campaign hangs together. Check the platform's current file and animation rules before export; we could not verify those for uploaded image ads, so they are not quoted here.
Example: banners for a home insulation installer
Illustrative example — not a client case study
Situation: An installer wants display ads promoting free surveys.
- Responsive assets are prepared: three image ratios without overlaid text, logo files and short headlines.
- A small static set is designed in four common sizes for a specific website placement.
- Claims in the text are checked against the installer's terms.
What this shows: The installer had assets for both kinds of display ad. This example is illustrative.
Before delivery
Design
- Readable at actual size
- One message per banner
- Clear action
Responsive assets
- No overlaid text or logos on images
- Ratios and file sizes as Google lists
Accuracy
- Claims supportable
- Offer terms correct
Claims and terms
Banners have no room for small print, so offers must be simple and the landing page must state any terms. Avoid claims you cannot support, and check sector rules with your adviser if you work in a regulated area. Ad platforms also apply their own policies, which can reject ads that make misleading claims or imitate interface buttons.
Matching the landing page
The page a banner links to should continue the same message and look, so people know they are in the right place. A banner promising a free survey should land on a page about the free survey, not your homepage.
Platform changes
Google's help notes that display campaigns are moving to Demand Gen, with migration starting in June 2026. Requirements may change as a result, so check the current guidance when assets are prepared.
Recognisable at a glance
Viewers may see a banner for a second. Consistent colours, a clear logo and the same photo style used on your website help them recognise you, even if they do not read the words.
Questions about display banner design
What sizes are display banners?
Google lists common examples such as 300 x 250, 728 x 90 and 300 x 600.
What is the difference between static and responsive ads?
Static banners are fixed sizes; responsive ads are assembled by the platform.
Can responsive ad images include text?
Google advises avoiding overlaid text, logos and button shapes.
What image ratios do responsive ads use?
Google lists 1.91:1, 1:1 and 9:16.
How much should a banner say?
Brand, one message and one action.
Where should a banner link?
To a page that continues the same message.
Sources referenced
Platform features, guidance and rules change. We check the current versions before committing to an approach. This page is general information, not legal advice.
- Google: About common sizes for responsive display ads (opens in a new tab) — reviewed 2026-10-30
- Google: Best practices guide for responsive display ads (opens in a new tab) — reviewed 2026-10-30
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