Google Ads Demand Gen Campaign Specifications: Ad Formats, Sizes, And Best Practices

Google Ads has introduced a new and powerful campaign type called Demand Gen campaigns. This campaign type is designed to help advertisers reach up to 2.9 billion people as they browse through various Google platforms, such as YouTube, Gmail promotions, and Discover feeds. Here’s a simple guide to understanding the specifications, ad formats, sizes, and best practices for creating an effective Demand Gen campaign.

Key Elements Of Demand Gen Campaigns

1. Text Components

Final URL: This is where your audience will land after clicking your ad. It’s essential to have a relevant and well-optimised landing page.

Business Name: You have up to 25 characters to display your business name. Make sure it’s clear and recognisable.

Call to Action (CTA): The CTA is automated by Google, but you are required to have one. This is a crucial element as it drives users to take action.

Headlines: You can enter up to five headlines, each up to 40 characters long. It’s recommended to use all five to create a variety of engaging hooks for your audience.

Descriptions: You can enter up to five descriptions, each up to 90 characters long. Though only three are recommended, using all five can provide more opportunities to connect with your audience.

2. Image Specifications

Images play a significant role in Demand Gen campaigns. Here are the types and their recommended sizes:

  • Landscape Image: This is a common format, typically used to catch the audience’s eye.
  • Logo: Should be in a square format (1:1 ratio).
  • Square Image: Again, a 1:1 ratio image.
  • Portrait Image: Recommended size is 1200 x 600 pixels, with a 4:5 ratio.

For the best results, upload at least three images for each type. Make sure the images are high quality and relevant to your ad content.

3. Video Specifications

While videos are optional in Demand Gen campaigns, they can significantly enhance your ad’s performance. Here are the specifications:

  • Formats: Landscape, vertical, or square (4:5 ratio).
  • Length: Recommended between 10 to 60 seconds.
  • Quantity: Uploading three videos is recommended.

All videos must be hosted on YouTube before they can be used in your campaign.

Google Ads Demand Gen Campaign Specifications

Best Practices For Demand Gen Campaigns

1. Use All Available Text And Image Slots

Maximise the use of all text and image slots provided by Google. This increases the chances of your ads performing well across different placements and formats.

2. High-Quality Visuals

Ensure all your images and videos are high resolution and professionally designed. Blurry or poorly designed visuals can detract from your ad’s effectiveness.

3. Consistent Branding

Maintain consistency in your branding across all ad components. This helps in building brand recognition and trust with your audience.

4. Test Different Variations

Experiment with different headlines, descriptions, images, and videos to see what resonates best with your audience. Google’s machine learning can then optimise your ads based on performance.

5. Optimise Landing Pages

Ensure that your landing pages are relevant to your ad content and are optimised for conversions. A seamless user experience from ad click to landing page can significantly improve your campaign’s success.

6. Leverage YouTube For Videos

Since videos need to be on YouTube, take advantage of YouTube’s reach and engagement. Create compelling video content that can capture attention and drive action.


Demand Gen campaigns are a powerful tool in your advertising arsenal, allowing you to reach a vast audience across multiple platforms. By understanding the specifications and best practices, you can create compelling and effective ads that resonate with your target audience. Remember to use all available resources, maintain high-quality visuals, and continuously test and optimise your campaigns for the best results.

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