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The complete guide to banner ad formats with Google Ads

Maximize your visibility with advertising banners

As a manager or marketing executive, you are undoubtedly looking for effective ways to increase the visibility of your business and your brand. One of the most common and effective ways to do this is through banner advertising, especially through Google Ads, the market leader in terms of PPC (Pay Per Click).

But why should you choose to use banner ads, and what are the specificities of the different formats offered by Google Ads?

That’s exactly what we’re going to explore in this article.

1. Why use banner ads?

The first and foremost reason is the exposure they provide to your business or brand. Banner ads are visible on a variety of platforms and websites, which means your message reaches a wide audience. In addition, Google Ads allows you to adapt your targeting based on various criteria, such as age, gender, location and even audience interests, which further increases the relevance of your advertising.

2. The specificity of the different banner formats

Google Ads offre une variété de formats pour vos bannières publicitaires, chacun ayant ses propres spécificités et objectifs. Pour n’en citer que quelques-uns :

  • Text Ads: These are the most basic formats. They appear in Google search results and consist of a hook, a URL, and a description. Their main goal is to drive traffic to your website.
  • Display Ads: These can be static or animated and appear on the Google Display Network. These ads allow for great brand visibility, being visible on a multitude of Google partner sites.
  • Video ads: These ads appear before, during, or after videos on YouTube. They can generate high brand visibility and drive user engagement.
  • Shopping Ads: These appear in the Shopping tab of Google and show a product with its price and name. Their main goal is to boost sales.

3. The different sizes of banners

Google Ads offers several dimensions for banner ads. Selecting the correct size is crucial as it has a direct impact on your ad’s visibility and impact. Here are some of the most common sizes:

  • Large rectangle (336 x 280)
  • Square (250×250)
  • Small box (200 x 200)
  • Banner (468×60)
  • Leaderboard (728×90)
  • Half page (300×600)
  • Large leaderboard (970×90)
  • Large square (120×600)
  • Skyscraper (160×600)
  • Square (300×250)
  • Medium Square (300×250)

Each of these sizes has its own advantages. For example, the Large Rectangle format is great for ads with lots of text content, while the Leaderboard format is great for ads with large images.

4. The benefits of Google Ads

Google Ads offers several benefits that make this platform an obvious choice for many managers and marketing executives. The first advantage is visibility. With over 90% market share in online search, Google offers unparalleled reach. Plus, with Google Ads, you only pay when someone clicks on your ad (PPC), giving you precise control over your budget. Another benefit of Google Ads is the ability to specifically target your audience. You can target based on age, gender, location, interests, and more. This increases the relevance of your ads and maximizes return on investment.


Using banner ads through Google Ads is an effective way to increase your business and brand visibility. By understanding the different formats and sizes available, as well as the specifics of each type of banner, you can optimize your campaigns to achieve your conversion goals. Remember, every ad campaign should be tailored to your business and your goals. Do not hesitate to call on an expert to assist you in setting up and managing your campaigns.


  1. Google Ads Formats
  2. Google Display ad placement types
  3. Use of responsive advertisements
  4. Benefits of responsive ads
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