Demand Gen ad specs define the technical requirements for visual assets used across Google platforms. Google Demand Gen campaigns require a mix of image and video assets in various aspect ratios including 16:9, 1:1, and 4:5. By aligning your creative production with these specific constraints, you ensure that your brand maintains a professional appearance across different surfaces like Discover, Gmail, and YouTube. Proper sizing prevents automated cropping issues that can weaken the visual impact of your ads.
What are the core aspect ratios for Demand Gen?
Consistency in design is a primary factor for campaign performance. When you upload assets, the platform expects specific dimensions to fill available slots. The 16:9 ratio is standard for horizontal video and wide-screen image placements. The 1:1 square ratio is highly versatile for mobile feeds, while the 4:5 vertical ratio is optimized for portrait-mode viewing. Providing all three variants allows the system to bid on more inventory across diverse device types without sacrificing image quality or brand messaging clarity.
Technical requirements for image assets
Image assets must meet strict quality standards to be approved by the Google review process. You should ensure that your files are in JPG or PNG format with a maximum size of 5MB. Text overlays should be kept to a minimum to avoid policy rejections. Avoid using low-resolution images that appear pixelated on high-density displays. Always review your assets in the preview tool provided in the Google Ads dashboard to confirm that no critical brand elements are cut off by the system’s dynamic cropping.
| Ratio Type | Common Use Case | Orientation |
|---|---|---|
| 16:9 | Wide Video & Banner | Horizontal |
| 1:1 | Feed Placements | Square |
| 4:5 | Mobile Browsing | Vertical |
How to approach video asset production?
Video content needs to be hosted on YouTube to be eligible for Demand Gen campaigns. It is a good practice to upload multiple video versions to account for different viewing habits. Short-form video typically performs well in feeds, while longer formats can work for YouTube in-stream placements. Ensure that your video file size is within the allowed limits and that the aspect ratios match the requirements for the specific placement you want to win. Always double-check your YouTube link permissions to ensure the videos are public or unlisted.
Why should you use a mix of image and video?
A balanced mix of assets provides the platform with more options to serve your ad to the right person at the right time. When you provide only one type of asset, you limit the inventory the campaign can access. A typical account setup involves creating a creative group that houses both static and dynamic elements. This variety helps maintain user interest and prevents ad fatigue, as the system can rotate different visual styles throughout the duration of your promotion.
Best practices for creative asset management
Organizing your creative assets effectively will save time when setting up new campaigns. Use a consistent file naming convention that includes the aspect ratio and campaign name. This makes it easier to track which versions are performing well. You should also maintain a folder of high-resolution source files so you can quickly export new sizes if the campaign requirements shift. Periodically auditing your assets helps identify which visuals are stale and need replacement.
- Include a clear call-to-action in every image asset.
- Ensure brand logos are centered and not obscured by buttons.
- Test different messaging overlays on the same 1:1 image base.
- Use high-contrast colors for text to improve readability on mobile.
How Alien Road applies Demand Gen specifications
At Alien Road, we follow a structured process to manage client campaigns. We start by reviewing the client’s existing visual library to determine which assets fit the required 16:9, 1:1, and 4:5 ratios. If gaps exist, our team specifies the exact pixel dimensions needed for production. During the setup phase, we upload these assets into the Google Ads interface and monitor the status column to ensure every item is approved. In a typical engagement, we also use the reporting tab to view performance metrics for specific creative types, adjusting our strategy based on which ratios drive the highest engagement for that specific account.
How to monitor asset health in your dashboard
Monitoring the status of your assets is a key task for ongoing campaign management. Inside your Google Ads account, navigate to the ad group level and select the assets tab. Here, you will see a list of all uploaded media with their current approval status. Items marked as ‘Pending’ or ‘Disapproved’ require your immediate attention. Common reasons for disapproval include text overlay policies or poor image quality. Checking this tab weekly ensures your campaigns remain active and fully optimized for delivery.
- Check the assets tab weekly for disapproval alerts.
- Use the performance column to identify low-performing assets.
- Replace assets that have low engagement with fresh variations.
- Update video links if the original content has been removed or set to private.
Where to start this week
Start by auditing your current asset library against the three required aspect ratios. If you are missing vertical or square formats, prioritize creating these versions first. Once you have a full set, upload them to a test ad group and run a budget-controlled campaign to observe how the platform distributes your ads. This practical testing will give you a clear view of which visual styles resonate with your target audience without committing your full budget to unverified assets.
Frequently Asked Questions
Do I need to upload all three aspect ratios?
While you can technically launch with fewer, providing all three aspect ratios is recommended. Uploading 16:9, 1:1, and 4:5 variants ensures your ads are eligible for every available placement type. By restricting your assets, you limit the system’s ability to reach potential customers across mobile and desktop feeds, which can lead to lower overall campaign reach and missed opportunities for engagement.
What happens if my image text is too large?
Google has specific policies regarding text overlays on ads. If your image contains too much text, the system may flag it as non-compliant, leading to disapproval. It is best to keep text minimal and ensure it does not distract from the primary visual. If your ad is disapproved, you can edit the image to reduce the text and resubmit it for another review.
Can I use the same video for all placements?
You can use one video file, but it must meet the technical requirements for the placements you are targeting. If your video is only in 16:9, it may not be suitable for placements that prioritize vertical or square visuals. For the best results, produce video content that can be easily cropped or adapted to fit different aspect ratios while maintaining the core message and brand identity.
How often should I refresh my ad assets?
A common pattern is to refresh assets every few weeks or whenever performance metrics indicate a decline in engagement. Because Demand Gen relies heavily on visual appeal, stale creative can lead to higher costs and lower conversion rates. By monitoring the performance data in your account, you will be able to tell when it is time to introduce new images or videos to keep the audience interested.
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