What assets do I need for Google Demand Gen campaigns?

Demand Gen is a Google Ads campaign type designed to generate demand and deliver business results across Google’s most visual and entertaining surfaces, including YouTube, Gmail, and Discover. It is primarily an upper-funnel awareness channel, not a direct conversion channel — conversions that begin on Demand Gen are often attributed to the Search campaign that secures the final click.

The assets that you'll need for Demand Gen can be found in full on Google's website.

Images

Can support up to 20 (recommend we upload 20 for greater ad strength). Best practice: Upload three of each aspect ratio for maximum placement coverage.

Landscape image:

Dimensions: 1.91:1
Min. size: 600 x 314. Recommended: 1200 x 628
5 MB max file size

Square image:

Dimensions: 1:1
Min. size: 300 x 300. Recommended: 1200 x 1200
5 MB max file size

Portrait image (optional):

Dimensions: 4:5
Min. dimension: 480 x 600. Recommended: 960 x 1200
5 MB max file size

Headline

Up to 5
40 characters max

Description

Up to 5
90 characters max

Business name

1 (required)
25 characters max

Business logo

Square 1:1 (required)
Min. size 144 x 144. Recommended: 1200 x 1200
150 KB max file size
Cropped to a circle on Gmail

Final URL

The destination URL for your ad. This should link to a relevant landing page on your website.

Call to action

Choose from Google's predefined CTA options (e.g. "Learn more", "Shop now", "Sign up") or enter a custom CTA of up to 10 characters.

Video

1–5 videos (must be hosted on YouTube)

Video length: Minimum five seconds

Shorts: Max. length of one minute, 10–20 seconds recommended
Landscape: No max. length, under three minutes recommended
Square: No max. length, under three minutes recommended

Landscape: 16:9. Recommended pixels for HD: 1920x1080px

Square: 1:1. Recommended pixels for HD: 1080 x 1080 px

Portrait: 4:5

Vertical: 9:16. Recommended pixels for HD: 1080 x 1920 px

Format: Most common formats are supported, including .MP4, .MOV, .AVI, .WMV, and .MPG (MPEG-2 or MPEG-4). MP4 (H.264) is recommended for best compatibility.

File size: ≤256 GB