Top 10 Most Popular Google Display Ad Sizes in 2025

Are you using the most popular and best performing Google display ad sizes to drive success for your campaigns?

As you start to design ad creative for your next online advertising campaign, one of the first things you’ll need to decide is how to size your ad banners. The Google display network supports a diverse range of banner sizes, which can sometimes tempt the uninitiated to simply pick whichever ones seem most convenient and forge ahead to create ads.

Unsurprisingly, this is usually a bad move.

The Google display ad sizes that you choose can and do have a huge impact on the overall success of your campaign. Even if you know how to create display ads, choosing the wrong sizes for your campaign could mean that all your hard work goes to waste.

Every digital marketing professional should be aware of the best performing and most common ad sizes supported by the Google display network. In this resource, we’ll highlight the most popular Google display ad sizes, explain the relationships between ad size and performance and supply you with a cheat-sheet of the top-performing display ad sizes on the Google network.

Why Google Display Ad Sizes Matter in 2025

Choosing the wrong size means wasted ad spend, low click-through rates, and unconvincing ROI issues no marketing team can afford. You might be missing valuable mobile traffic or losing to savvy competitors who know exactly which sizes work best.

Today, Responsive Display Ads (RDAs) are the default for many advertisers because Google uses machine learning to auto-fit assets to the best sizes and placements. However, Google display ad sizes still matter because:

1. Some Placements Still Prefer Specific Sizes

• Not every publisher or website uses fluid, flexible ad slots
• Some premium publishers monetize inventory using tried-and-true IAB sizes like 300×250 or 728×90.
• If your assets aren’t sized or designed to display well in these slots, you can lose out on impressions, even if you use RDAs.

2. Auction Competition & Cost Efficiency

• Google’s algorithm favors ads that fit more inventory and earn higher click-through rates. If you neglect top-performing sizes, your ads may appear less often or pay higher CPCs due to limited eligible inventory.
• RDAs are great for broad coverage but well-designed static ads can still outperform them when hyper-targeting premium placements.
• Knowing which sizes dominate the Display Network helps you prioritize creative assets that deliver the best ROI.

3. Brand Control & Creative Flexibility

• Some brands prefer to craft custom creative for specific placements like homepage takeovers, interstitials, or rich media which often require exact dimensions.
• Relying solely on RDAs means you have less precise control over how your ads appear in each slot.

What You Should Know about Display Ad Sizes

The available data continues to show that larger display ads outperform smaller ones in terms of both click-through rates and conversions. This isn’t surprising—bigger ads take up more screen space, demand more visual attention, and are harder to ignore. Marketers have long favored these formats for campaigns that prioritize performance, and the 2025 results reinforce that trend.

However, performance alone doesn’t guarantee results. Just because a larger format drives more clicks doesn’t mean it should be the only option in your media plan. In fact, relying too heavily on large ad sizes can limit your campaign’s reach. That’s because inventory availability within Google’s Display Network heavily favors medium and smaller placements. If you only serve oversized creative, you may see strong individual engagement but fail to reach enough people to scale outcomes.

Inventory availability matters just as much as ad performance. Google’s ecosystem is saturated with mid-sized and mobile-friendly ad slots that appear across thousands of websites and apps. These placements are essential for reach, especially in a mobile-first environment where screen real estate is limited and user behavior varies widely by device. With mobile usage now dominating internet traffic, advertisers must pay special attention to responsive design principles and mobile-friendly formats to ensure maximum reach and engagement. Without them, your ads may simply not show often enough to move the needle.

To strike the right balance, marketers need to blend large, high-performing formats with smaller, inventory-rich options. This approach ensures strong engagement without sacrificing scale or placement diversity. A smart creative mix—especially one that includes responsive assets designed for both desktop and mobile environments—will outperform single-size strategies every time.

Top 1o Most Popular Google Display Ad Sizes

Based on a comprehensive analysis of thousands of campaigns across multiple industries, these seven Google display ad sizes consistently deliver the best results in 2025. The Interactive Advertising Bureau (IAB) continues to recognize these dimensions as standard formats that maximize reach and engagement.

Like many forward-thinking marketing professionals, you can start with the top two sizes for brand awareness—300×250 and 728×90—and expand once you see the results.

728×90 – Leaderboard Banner

The leaderboard banner remains one of the most popular display ad formats today. According to a recent Google Ads benchmark report, this format achieves an average click‑through rate of 0.47%, which is significantly higher than many smaller formats. It’s commonly placed at the top of a webpage, making it one of the first things a visitor sees.

When implemented correctly on high-traffic pages, 728×90 leaderboards can deliver substantial brand exposure while maintaining reasonable CPM costs. This makes them particularly valuable for awareness-focused campaigns.

300×250 – Medium Rectangle

The inline rectangle, often called the “medium rectangle” is a top-performing ad dimension that consistently drives strong engagement metrics. According to Google Ad Manager, it appears on over 90% of display‑enabled websites, making it one of the most ubiquitous and effective placements. This format fits seamlessly within article content or at the end of blog posts, balancing visibility and user experience.

The 300×250 format works exceptionally well on both desktop and mobile interfaces, making it one of the most versatile options for cross-device campaigns. Its compact yet visible presence allows for creative messaging without disrupting user experience.

336×280 – Large Rectangle

The large rectangle is similar to the medium rectangle but offers more space for your message. The large rectangle offers more room for your message, allowing for compelling visuals and clearer call-to-action elements. It works well embedded within text content, blending seamlessly with articles while still capturing attention. It works well embedded within text content.

300×600 – Large Skyscraper (Half-Page Ad)

The large skyscraper, sometimes called the “half-page ad” delivers exceptional viewability metrics and is increasingly favored by brands seeking stronger visual impact. While CPMs for this format tend to be higher than smaller units, the engagement metrics often justify the investment for campaigns focused on brand awareness and visual storytelling.

160×600 – Wide Skyscraper

A staple of sidebar advertising, the wide skyscraper format offers vertical staying power that keeps your brand visible as users scroll through content. It’s more impactful than the older 120×600 and is recognized by Google as one of its top-performing ad sizes, thanks to its high inventory availability and strong placement along webpage sidebars. Ideal for brand awareness and retargeting, this format balances visibility with non-intrusiveness across desktop environments.

320×100 – Large Mobile Banner

This format offers more visual real estate than the mobile leaderboard, allowing for richer creative without dominating the screen. It’s ideal for campaigns that need balance with visibility plus engagement on fast-scrolling mobile feeds.

320×50 – Mobile Leaderboard

As the workhorse of mobile display, the 320×50 compact banner frequently anchors itself at the top or bottom of mobile sites and apps, delivering consistent brand messaging without distracting users. It commands roughly 12% of global mobile display impressions, reinforcing its ubiquity and effectiveness in mobile-first strategies. Advertisers value its high visibility (sticky placements included), and Google even ranks it among AdSense’s best-performing mobile units. That premium placement often leads to CTRs that can rival or outperform larger formats in mobile environments—supporting your point that smaller size doesn’t mean weaker engagement.

300×250 – Mobile‑Friendly Inline

The versatile 300×250 rectangle shines within mobile content, slotting neatly between paragraphs or at content breaks. It delivers enough space for eye-catching visuals and text without disrupting the reading experience. According to ClickPatrol, this format consistently ranks among the highest CTR performers, thanks to its natural blend into content flow—making it a reliable format for campaigns focused on product visuals and text detail.

250×250 & 200×200 – Square / Small Square

Combined square formats offer flexible placement, especially in sidebars or grid-style layouts. The 250×250 provides slightly more creative canvas than the 200×200, enabling more detailed messaging while ensuring your ads don’t get lost in the analytics shuffle or overlooked by users.

970×90 – Large Leaderboard 

A premium take on the classic leaderboard format, the 970×90 offers expansive header real estate, which is ideal for high-end branding where visual storytelling matters. Though not as widespread as the standard 728×90, its adoption across major publishers has surged in 2025, giving marketers access to highly engaged audiences through standout placements.

Top 4 Best Performing Display Ad Sizes on Google

The great people of Google have done us a service by publishing the top-performing ad sizes across the Google Display Network. All of the display ad sizes in this list were among the most common except for the 320 x 100 large mobile banner which occupies the fifth position and is only served on mobile devices.

According to Google, the best performing display ad sizes are:

1. 300×250 – Medium Rectangle
2. 336×280 – Large Rectangle
3. 728×90 – Leaderboard
4. 160×600 – Wide Skyscraper

How Much Do Different Ad Sizes Cost to Run?

Marketers frequently wonder if ad size affects cost. While base CPMs across platforms remain roughly consistent, larger or premium formats often drive higher CPM bids due to elevated demand and limited inventory. For instance, the 300×600 Half‑Page unit, rare and high-impact, typically commands a significantly higher CPM than more common sizes like 300×250 or 728×90. Competition for premium placements has intensified in 2025, with advertisers increasingly willing to pay more for formats that deliver measurable brand lift and engagement. As campaign ROI comes under scrutiny, understanding these format-based pricing dynamics helps justify spend, set realistic CPM expectations, and ensure higher-cost formats align with performance goals.

Going Responsive: HTML5 & Dynamic Ads

Responsive HTML5 ads intelligently adjust layout and appearance to seamlessly fit a variety of dimensions and devices, eliminating the need to create multiple static versions for the same campaign. This adaptive flexibility ensures your ads render optimally across the vast inventory of the Google Display Network—covering desktop, mobile, and tablet placements. Technical teams should define clear viewports and breakpoints within each ad to prevent distortion or illegibility when scaling. Best practices include using a minimum font size of around 14 px for readability and maintaining strong contrast between text and background to ensure clarity across all devices. Beyond simplified creative operations, responsive HTML5 formats deliver strategic advantages: increased reach, improved viewability, and greater efficiency.

Summary

To optimize your next PPC display campaign, it’s important that you choose the top-performing ad sizes with ad placements that are most likely to generate impressions and conversions for your campaign. You’ll need to choose a variety of sizes and include both text and image ads for desktop and mobile devices. Test multiple sizes when possible, and closely monitor performance metrics to optimize based on your specific audience response.

We hope this information about Google display ad sizes helps you design high-performing creative for your future advertising endeavors. If you want to make sure that your revenue goals are met with an optimal marketing mix, let’s get on a call.