Google Demand Gen ad specs for image and video define the technical boundaries and creative requirements for your campaigns across YouTube, Discover, and Gmail. Advertisers must follow these specific pixel dimensions, aspect ratios, and file size limits to ensure their creative assets display correctly across inventory. Adhering to these standards prevents automatic rejection by the Google Ads system and ensures your visuals maintain clarity and impact when appearing in front of your target audience.
What are the core image specifications for Demand Gen?
Images serve as the foundation for Demand Gen campaigns. Google allows for landscape, square, and portrait orientations to fill various placements throughout their network. Landscape images require a 1.91:1 aspect ratio, with 1200 x 628 pixels being the recommended size. Square images should maintain a 1:1 ratio, ideally at 1200 x 1200 pixels. For portrait placements, the 4:5 ratio at 960 x 1200 pixels is the standard requirement. You should always ensure that the subject of your image is centered to avoid cropping issues when the platform adjusts the display for mobile or desktop environments.
The file size limit for all static image uploads is 5MB. Acceptable file formats include JPG, PNG, and static GIF. You must verify that your images do not contain blurred text or low-resolution elements, as these often trigger policy flags during the review process. When designing your creative, consider that overlays should be minimal to allow the image to communicate the value proposition effectively. A high-quality, clear photograph without excessive text is usually the most effective approach for achieving high engagement in a typical account.
Technical requirements for video assets
Video assets for Demand Gen must be hosted on YouTube to be eligible for selection in the asset group. The platform supports various aspect ratios including 16:9, 9:16, and 1:1 to accommodate different screen orientations. For the best user experience, 16:9 landscape videos should be at least 1920 x 1080 pixels, while 9:16 vertical videos should be at least 1080 x 1920 pixels. You should always ensure your video title and description are optimized before importing the video into your Google Ads asset group.
The system does not impose a strict maximum duration for videos, but shorter, concise content often performs better in these placements. Ensure your video file uses common formats such as MP4 or MOV to avoid encoding errors during the upload process. If your video includes audio, verify that the sound balance is appropriate for viewers who might be watching in environments where they cannot easily adjust the volume. Always check your video’s visibility settings on YouTube to ensure it is set to public or unlisted so the platform can access it.
Comparison of asset requirements
| Asset Type | Recommended Ratio | File Limit |
|---|---|---|
| Landscape Image | 1.91:1 | 5MB |
| Square Image | 1:1 | 5MB |
| Portrait Image | 4:5 | 5MB |
| Landscape Video | 16:9 | No strict limit |
| Vertical Video | 9:16 | No strict limit |
How do you organize these assets in Google Ads?
Organization happens within the Asset Group level of your Demand Gen campaign. You create these groups to house specific combinations of images, videos, logos, and text headlines. A common pattern is to group assets by thematic categories or specific product lines to make performance analysis easier. When setting up a new group, you must provide at least one landscape image, one square image, and one portrait image to maximize your inventory coverage. If you fail to include a required asset type, the system will prevent the campaign from launching.
Within the asset group dashboard, you can monitor the performance rating of each uploaded asset. The platform labels assets as ‘Low’, ‘Good’, or ‘Best’ based on their performance in your specific campaign. You should use these labels to identify which creative elements are failing to generate clicks or conversions. If an asset is marked as ‘Low’, consider replacing it with a new version that follows the same technical specs but uses different messaging or visual composition. This iterative process is how you refine your account performance over time.
What are the common pitfalls to avoid?
- Using images with heavy text overlays that violate Google policy.
- Uploading videos that are set to private status on YouTube.
- Ignoring the portrait aspect ratio, which reduces visibility on mobile devices.
- Exceeding the 5MB limit for static images, which causes an upload error.
- Using low-resolution images that appear pixelated on high-density screens.
How Alien Road applies these specs
At Alien Road, we follow a standard workflow to ensure all client creative meets Google Demand Gen requirements before any campaign goes live. First, we perform a technical audit of all assets to confirm they meet the pixel and file size criteria. For a typical e-commerce client, we ensure that every product image is provided in the three required aspect ratios to allow the algorithm to distribute the ad across all available inventory. We then use the asset group reporting tools to track which creative versions drive the highest click-through rates.
Our process also involves consistent testing of video hooks. For example, when running a campaign for a retailer, we might test a 16:9 landscape video against a 9:16 vertical video to see how each performs on mobile placements. By tracking the performance of these assets individually, we provide our clients with clear reports on which visual formats generate the most interest. This methodical approach ensures that our clients are not wasting budget on assets that do not align with the platform’s technical strengths.
Why is asset diversity critical for success?
The platform relies on machine learning to match your ads to the most relevant placements. Providing a diverse range of assets allows the system to test different combinations and find the right match for your audience. If you only provide one image size, the system has limited options to serve your ad in various placements across Discover or Gmail. By uploading the full suite of required image and video formats, you grant the system the freedom to serve your message in the best possible format for every user.
Asset diversity also helps combat creative fatigue. When users see the same image repeatedly, they are likely to stop engaging with your brand. By rotating your assets and ensuring you have several high-quality options available, you keep the campaign fresh. A typical account should aim to refresh its asset groups every few weeks to maintain steady performance levels. This ensures your messaging remains relevant to your target demographic while maximizing the reach of your campaign budget.
Where to start this week
To get started this week, open your Google Ads account and navigate to an existing Demand Gen campaign. Use the following steps to review your current creative health:
- Go to the ‘Asset Groups’ tab in your campaign dashboard.
- Click on ‘View Details’ to see the performance rating for each asset.
- Identify any assets labeled as ‘Low’ and prepare updated versions.
- Verify that you have all three image ratios uploaded for each asset group.
- Check your YouTube channel to ensure all linked videos are set to public or unlisted.
Frequently Asked Questions
Can I use animated GIFs in Demand Gen?
You can use static images, but animated GIFs are not supported in the standard image upload fields for Demand Gen campaigns. If you have motion content, you should convert it into a video format and host it on YouTube. This allows the system to process the motion content correctly as part of your video asset library.
What happens if my image text is too large?
Google policies restrict excessive text on images to ensure a clean user experience. If your image contains too much text, the automated system may flag it or reject it entirely during the review phase. It is best to keep text overlays to a minimum and rely on your ad headlines and descriptions for the primary message.
Do I need to create separate campaigns for different image sizes?
No, you do not need separate campaigns. You should upload all required image sizes (landscape, square, and portrait) into the same asset group. The platform will automatically select the version that fits the placement where your ad is currently appearing, which simplifies your management process significantly.
How long does it take for assets to be reviewed?
Most assets are reviewed within one business day. However, during periods of high volume or if your account is new, the review process might take up to two full business days. You can monitor the status of your assets directly in the asset group table within your Google Ads account settings.
Is there a limit to how many videos I can add?
There is no strict limit on the number of videos you can add to an asset group, but you should focus on quality over quantity. Adding five to ten high-performing videos is usually enough for the system to rotate and optimize your campaign effectively without overwhelming the algorithm with redundant content.
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