Google Ads Universal App Campaign (UAC) Specifications: Ad Formats, Sizes, and Best Practices

Google Ads Universal App Campaign (UAC) Specifications: Ad Formats, Sizes, and Best Practices

When it comes to promoting your app, Google Ads App Campaigns offer a powerful way to reach potential users. To make the most of these campaigns, it’s essential to understand the ad formats, sizes, and best practices. Here’s a simple guide to help you get started.

Ad Formats and Sizes

Headlines and Descriptions

The first elements to consider are the headlines and descriptions. These are crucial for grabbing attention and conveying your message quickly.

  • Headline: 30 characters max (Google recommends using 5 headlines)
  • Description: 90 characters max (Google recommends using 5 descriptions)

It’s tempting to skimp on these, but putting in the effort to create multiple headlines and descriptions pays off. Google’s recommendation of 5 each isn’t just a suggestion; it’s a best practice that can significantly improve your campaign’s performance.


Images play a vital role in app campaigns, providing visual appeal and context. There are three image sizes to focus on:

  • Landscape: 1200 x 628 pixels
  • Portrait: 1200 x 1500 pixels
  • Square: 1200 x 1200 pixels

You can upload up to 20 images for each size, but starting with at least one of each is a good practice. Ensure your images are in JPEG or PNG format and under 5 MB in size. While images are optional, they enhance your campaign’s ad strength and visibility.

Google Ads Universal App Campaign (UAC) Specifications


Videos are another powerful component of your app campaign. They need to be uploaded to YouTube before you can use them in your ads. Here are the recommended sizes and durations:

  • Landscape Video: 10-60 seconds, up to 3 videos
  • Vertical Video: 10-60 seconds, up to 7 videos
  • Square Video: 10-60 seconds, up to 2 videos

Videos are optional but can make a big difference. They provide a dynamic way to showcase your app’s features and benefits, helping your campaign stand out.

Best Practices for Google Ads App Campaigns

  1. Utilise All Headlines and Descriptions: Don’t just stop at one or two. Using the recommended 5 headlines and 5 descriptions helps Google’s machine learning algorithms optimise your ad delivery.
  2. Optimise Image Sizes: Ensure your images meet the recommended sizes. High-quality, correctly sized images look professional and are more engaging.
  3. Include Videos: Videos can capture attention more effectively than static images. Use a mix of landscape, vertical, and square videos to see which performs best.
  4. Keep File Sizes Manageable: Make sure your images and videos are within the size limits to avoid upload issues and ensure quick loading times.
  5. Test and Iterate: Continuously monitor your campaign’s performance. Use the data to refine your headlines, descriptions, images, and videos for better results.


Setting up a successful Google Ads App Campaign involves more than just creating a few ads. By following these specifications and best practices, you can create a robust and engaging campaign that attracts and retains users. Remember, the effort you put into crafting multiple headlines, descriptions, and high-quality visuals will pay off in the effectiveness of your campaign. Happy advertising!

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