Search went automated
Expanded Text Ads are gone. Responsive Search Ads on Google and Microsoft assemble combinations on the fly, and Performance Max hides the placement entirely. The asset library is the new creative brief.
Ad format specs across every paid platform, current for 2026.
Dimensions, file limits, durations, and character counts for Google, Meta, YouTube, TikTok, LinkedIn, programmatic, Microsoft, and Reddit. Verified against each platform’s own documentation. Format compliance is table stakes; we build the operating model that makes the spend work.
Coverage
8 paid platforms
search, social, video, display
Sourcing
Platform documentation
verified, dated, linked
Updated
May 2026
confirm in-platform before production
Operators
50+ combined years
running these platforms live
► Google Ads
Google Ads ad formats.
Search is still text-led. Display and the automated campaign types are asset-fed and machine-assembled.
► Google Ads formats (curated, verified 2026-05-26)
| Format | Aspect & resolution | File / duration | Text limits |
|---|---|---|---|
| Responsive Search Ad | Text only | Search results | 3-15 headlines ×30; 2-4 descriptions ×90; 2 paths ×15 |
| Responsive Display | 1.91:1 (1200×628), 1:1 (1200×1200); logo 1:1 + 4:1 | PNG, JPG, GIF; ≤5 MB | 5 short headlines ×30, 1 long ×90 |
| Performance Max | Image 1.91:1 + 1:1 + 4:5; video H/Sq/V | per-asset, image ≤5 MB | headline, long headline, description, CTA |
Expanded Text Ads retired in 2022. Responsive Search Ads are the only standard Search text format.
Source: Google Ads Help ↗. Specs verified 2026-05-26; always confirm current specs in-platform before production.
► Meta (Facebook + Instagram)
Meta (Facebook + Instagram) ad formats.
One creative system across Feed, Stories, and Reels. Vertical is the default; safe zones decide whether the message survives.
► Meta (Facebook + Instagram) formats (curated, verified 2026-05-26)
| Format | Aspect & resolution | File / duration | Text limits |
|---|---|---|---|
| Feed (image) | 1:1 (1080×1080) or 4:5 (1080×1350) | JPG, PNG; ≤30 MB | primary text ~125, headline 40 |
| Feed (video) | 1:1 or 4:5, ≥1080px wide | MP4, MOV; ≤4 GB; 1s to 241min | primary text ~125 |
| Stories / Reels | 9:16 (1080×1920) | Reels ≤90s | keep text clear of top/bottom safe zones |
| Carousel | 1:1 (1080×1080) per card, 2-10 cards | JPG, PNG; ≤30 MB/card | 125 / 40 per card |
Advantage+ increasingly automates placement and creative; confirm current Reels ceiling in the Ads Guide.
Source: Meta Ads Guide ↗. Specs verified 2026-05-26; always confirm current specs in-platform before production.
► YouTube
YouTube ad formats.
The format is defined by skip behaviour and billing, not by file size. Pick the unit by how much attention you are buying.
► YouTube formats (curated, verified 2026-05-26)
| Format | Aspect & resolution | File / duration | Text limits |
|---|---|---|---|
| Skippable in-stream | 16:9 or 9:16 | viewer skips after 5s | billed CPV (30s, complete, or interaction) |
| Non-skippable in-stream | 16:9 or 9:16 | ≤60s | billed CPM |
| Bumper | 16:9 or 9:16 | ≤6s | billed CPM |
| In-feed video | thumbnail + text | click to watch | appears in feed and search |
Vertical (9:16) serves Shorts placements across video-eligible campaigns.
Source: Google Ads Help (video formats) ↗. Specs verified 2026-05-26; always confirm current specs in-platform before production.
► TikTok
TikTok ad formats.
Sound-on, vertical, and native to the feed. The best-performing ad does not read as an ad.
► TikTok formats (curated, verified 2026-05-26)
| Format | Aspect & resolution | File / duration | Text limits |
|---|---|---|---|
| In-Feed video | 9:16 (1080×1920); 1:1, 16:9 supported | MP4, MOV, MPEG, 3GP, AVI; ≤500 MB; up to 10min (9-15s rec) | caption (no links, @, or #) |
| Spark Ads | inherits the organic post specs | boosts a real organic post (brand or creator-authorised) | native post copy |
| TopView | 9:16 full-screen on app open | reservation buy | premium first-impression takeover |
In-Feed duration ceiling rose to 10 minutes in a July 2025 update (was 5-60s). Short still wins.
Source: TikTok Business Help Center ↗. Specs verified 2026-05-26; always confirm current specs in-platform before production.
LinkedIn ad formats.
B2B committee reach. Document and Conversation formats do work no other platform replicates.
► LinkedIn formats (curated, verified 2026-05-26)
| Format | Aspect & resolution | File / duration | Text limits |
|---|---|---|---|
| Single Image | 1.91:1 (1200×628) or 1:1 (1200×1200) | JPG, PNG; ≤5 MB | headline 70, intro 150 |
| Video | 1:1, 16:9, 4:5, 9:16 | 3s to 30min | intro 150 |
| Carousel | 1:1 (1080×1080), 2-10 cards | JPG, PNG | card headline 45 (with link) / 30 |
| Document | multi-page PDF | PDF, DOC, PPT; ≤100 MB | up to 300 pages |
Message Ads remain prohibited to members located in the EU. Confirm Conversation Ad availability per market.
Source: LinkedIn Marketing Solutions ↗. Specs verified 2026-05-26; always confirm current specs in-platform before production.
► Programmatic / Display (IAB)
Programmatic / Display (IAB) ad formats.
Standard fixed units still traffic everywhere, but the portfolio is moving to flexible, aspect-ratio sizing under LEAN.
► Programmatic / Display (IAB) formats (curated, verified 2026-05-26)
| Format | Aspect & resolution | File / duration | Text limits |
|---|---|---|---|
| Medium rectangle | 300×250 | ≤150 KB initial load | the workhorse in-content unit |
| Leaderboard | 728×90 | ≤150 KB | top-of-page horizontal |
| Half page | 300×600 | ≤150 KB | high viewability, more canvas |
| Mobile banner | 320×50 | ≤150 KB | mobile anchor unit |
| Billboard | 970×250 | ≤150 KB | premium above-the-fold |
New Ad Portfolio moves to flexible aspect-ratio sizing under LEAN. Video runs on VAST 4.x; VPAID is deprecated in favour of OMID and SIMID.
Source: IAB New Ad Portfolio + IAB Tech Lab VAST ↗. Specs verified 2026-05-26; always confirm current specs in-platform before production.
► Microsoft Advertising (Bing)
Microsoft Advertising (Bing) ad formats.
Near-parity import from Google Ads, plus its own Audience Network and emerging Copilot surfaces.
► Microsoft Advertising (Bing) formats (curated, verified 2026-05-26)
| Format | Aspect & resolution | File / duration | Text limits |
|---|---|---|---|
| Responsive Search Ad | Text only | Bing search results | 3-15 short headlines ×30; 3-5 long ×90; 2-4 descriptions ×90; business name 25 |
| Audience Ads | ≥1 image at 1.91:1; up to 15 images | JPG, PNG | short + long headline + description |
| Shopping (Product Ads) | feed image | Merchant Center feed | title + price from feed |
Campaigns import near 1:1 from Google Ads. Watch the Copilot / Bing AI ad surfaces as they roll out.
Source: Microsoft Advertising Help ↗. Specs verified 2026-05-26; always confirm current specs in-platform before production.
Reddit ad formats.
Community-native placement. Free-form is the unit built to read like a real post.
► Reddit formats (curated, verified 2026-05-26)
| Format | Aspect & resolution | File / duration | Text limits |
|---|---|---|---|
| Promoted post (image) | 1:1 (1080×1080), 4:5 (1080×1350), 16:9 (1920×1080) | JPG, PNG, GIF; ≤3 MB | headline ≤300 (≤100 rec) |
| Promoted post (video) | 1:1, 4:5, 4:3, 16:9 | MP4, MOV; 5-30s rec | headline ≤300 |
| Free-form | multi-asset (text + images + video + GIF) in one unit | mixed | reads native to the feed |
Headlines allow up to 300 characters, but Reddit recommends staying under 100 to avoid mobile truncation.
Source: Reddit Ads Help ↗. Specs verified 2026-05-26; always confirm current specs in-platform before production.
► 2026 shifts
What changed, and what it means.
Format mechanics matter less every year. The spend follows the platform automation and the measurement, not the pixel.
Vertical is the default
9:16 carries Reels, Stories, Shorts, and TikTok In-Feed. One vertical master with disciplined safe zones now feeds most paid social.
Programmatic video moved on
VPAID is deprecated. VAST 4.x with OMID and SIMID is the path, and the IAB portfolio favours flexible aspect-ratio units under LEAN over fixed pixels.
Creator-native beats polished
Spark Ads and Free-form exist because the unit that reads like a real post outperforms the one that reads like an ad. Format compliance is table stakes; native feel is the edge.
► FAQ
Ad formats, answered.
What size should an Instagram Reels or Stories ad be?
9:16 vertical at 1080×1920. Keep the message and any call to action clear of the top and bottom safe zones, where the interface overlays elements.
Are Expanded Text Ads still available on Google?
No. Expanded Text Ads were retired in 2022. Responsive Search Ads are the only standard Search text format on both Google Ads and Microsoft Advertising. You supply 3-15 headlines at 30 characters and 2-4 descriptions at 90 characters.
What is the best ad format for B2B on LinkedIn?
It depends on the stage. Single Image Ads carry reach efficiently, Document Ads earn engaged time from buying committees, and Conversation Ads open a direct thread (subject to EU restrictions). Most B2B programmes run Single Image plus Document together.
How long can a TikTok In-Feed ad be?
Up to 10 minutes since a July 2025 update, but 9 to 15 seconds is the performance window. Sound-on, vertical, and native to the feed beats long every time.
Do I still need fixed display ad sizes for programmatic?
The fixed IAB units (300×250, 728×90, 160×600, 300×600, 320×50, 970×250) still traffic everywhere, so keep them. The IAB New Ad Portfolio is moving toward flexible aspect-ratio sizing under LEAN, so design for responsive delivery too.
Why do these specs keep changing?
Platforms ship format changes constantly, and automated campaign types keep absorbing manual placement decisions. Treat any spec sheet, including this one, as a starting point and confirm in the platform before production. This page is verified 2026-05-26.
Should we optimise creative for format compliance or for the platform algorithm?
Compliance first, because a rejected or cropped asset never gets a chance. After that, the lever that moves results is feeding the platform automation good signal and clean measurement, not squeezing another format variant.
You have the specs. Now make the spend work.
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