Max Campaigns Ad Specifications
Max campaigns use AI to choose the best headline, media, and call-to-action (CTA) combination for every impression based on the ones you provide. It tests variations and adjusts delivery to improve performance across impressions.
Only image and video ads are supported. Learn about Max campaigns.
| Example: Image ad | Example: Video ad |
|---|---|
 |  |
Headline
| Quantity | 3–15 Recommended: 5+ |
|---|---|
| Length | 300 characters Recommended: ≤ 50 characters |
Image (optional)
Although any aspect ratio can be used, it may cause formatting discrepancies, like letterboxing.
| Quantity | 0–20 |
|---|---|
| File type | JPG, PNG, or GIF |
| Maximum file size | 10 MB |
| Recommended minimum width | 1000 px |
Recommended resolutions
| Ratio | Resolution | |
|---|---|---|
 | Square 1:1 | 1200 x 1200 px |
 | Portrait 3:4 | 900 x 1200 px |
 | Landscape 4:3 | 1440 x 1080 px |
 | Landscape 16:9 | 1920 x 1080 px |
Video (optional)
Although any aspect ratio can be used, it may cause formatting discrepancies, like letterboxing.
| Quantity | 0–5 |
|---|---|
| File type | MP4 or MOV (ProRes not supported) |
| Maximum file size | 100 MB |
| Maximum frame rate | 30 FPS |
| Recommended length | 5–30 seconds |
Recommended resolutions
| Ratio | Resolution | |
|---|---|---|
 | Square 1:1 | 1200 x 1200 px |
 | Portrait 3:4 | 900 x 1200 px |
 | Portrait 4:5 | 1200 x 1500 px |
 | Landscape 4:3 | 1440 x 1080 px |
 | Landscape 16:9 | 1920 x 1080 px |
Thumbnail (optional)
Used in small formats, like compact placement. Images without text are recommended.
The delivery system also predicts whether main assets will be effective thumbnails, so adding additional thumbnails is not strictly necessary. Main assets that are cropped when shown as a thumbnail are less likely to be shown as thumbnails.
| Quantity | 0–10 |
|---|---|
| File type | JPG or PNG |
| Maximum file size | 3 MB |
Recommended resolutions
| Ratio | Resolution | |
|---|---|---|
 | Landscape 4:3 | 400 x 300 px |
 | Square 1:1 | 300 x 300 px |
Call to action (optional)
| Quantity | 0–5 Recommended: 2+ |
|---|---|
| Text | Choose from options |
Recommendations
- Use a wide range of diverse assets. Provide assets that are meaningfully different from each other to support a variety of different audiences. We recommend using at least five headlines, five images or videos, and two call-to-actions (CTAs). At least two media—any mix of images or videos—must be provided.
- Experiment with shorter headlines. For some audiences, shorter headlines outperform longer ones. Factors like browser, device, and font display size, can affect how much of your text appears. We recommend limiting at least five headlines to 50 characters.
- Be mindful of mobile users. Avoid using text for one or more of your assets. This helps ensure your audience can see your creative, even on smaller screens.
- Follow our ratio requirements for best results. Although any aspect ratio can be used, it may cause formatting discrepancies (like letterboxing). Use the highest resolution that meets the ratio requirements for best quality. Provide at least one thumbnail. Thumbnails are used for the creative in smaller placements, like conversation placements. Follow our recommendations to optimize for quality.
Learn more
In this section: Ad Types & Creative