Google App campaigns resource guide
Every Google App campaign asset spec in one place: text limits, image sizes, video shapes and HTML5 rules, plus the counts Google allows and the checks we run before launch.
Specs checked 3 October 2026 against Google's App campaign specs
Your headline, up to 30 charactersHeadline · 30 max, up to 5
A description that makes sense on its own and next to any headline.Description · 90 max, up to 5
Your AppApp title · from your store listing
Creative specs
App campaigns build ads from your assets across Search, Google Play, YouTube, Discover and the Display Network. Each asset type has its own limits, and Google may crop or adapt what you upload.
Headlines and descriptions that Google mixes and matches into ads. Each line has to work on its own.
Static images in three shapes. Google may crop or adapt them to fit each placement.
Videos hosted on YouTube in three orientations. If you add none, Google may build one from your store listing.
Interactive ads, such as playable game demos, uploaded as a ZIP file. They do not serve in engagement or pre-registration campaigns.
Campaigns that bring existing users back into your app. The asset rules differ from install campaigns.
Time-limited offers, such as a discount, shown in App campaign formats on the Display Network and YouTube.
Assets Google pulls straight from your store listing. They show in reporting next to the assets you upload.
Character limits
Google recommends filling every slot. More assets give the system more combinations to test and smooth out swings when you refresh creative.
| Format | Size or length limit | How many | Notes |
|---|---|---|---|
| Headline | 30 characters | Up to 5 | Must make sense on its own |
| Description | 90 characters | Up to 5 | Must make sense on its own |
| Image | JPG or PNG, 5 MB | Up to 20 | 1.91:1, 4:5 or 1:1 |
| Video | YouTube video, 10 to 60 seconds recommended | Up to 20 | 16:9, 9:16 or 1:1 |
| HTML5 | .ZIP, 5 MB, 512 files | Up to 20 per ad group | Not in engagement or pre-registration campaigns |
Creative testing
These ideas come from Google's App campaign creative guidance. Treat them as test ideas, not rules: results depend on your app, audience and bidding.
Google says most mobile game players are more likely to install after gameplay videos than promotional ones. Test real footage against a cinematic cut.
Google found successful app videos average 2 or more cuts in the first 5 seconds. Test a fast-cut opening against a slower one.
Google suggests reaching the app experience quickly, with close-ups of the UI. Test UI-first against story-first.
Ad Strength prompts for landscape, portrait and square video. Test all 3 shapes against a single one.
Google suggests getting users interacting within 3 or 4 seconds. Test a short on-screen prompt at the start.
Google suggests install wording such as “Play now” for installs, and offers for purchases. Test a goal-specific line against a generic one.
Google suggests each phrase carries one distinct selling point. Test feature-led lines against benefit-led ones.
Images with little overlaid content can reach more inventory. Test a clean image against a version with a text overlay.
Google suggests grouping creative around one feature or audience per ad group. Test themed groups against a mixed one.
Asset reports rate assets Low, Good or Best. Test replacements styled on your Best assets, a few at a time.
Before launch
Add 5 headlines and 5 descriptions. Each line must make sense alone and in any combination.
Google does not translate ads, so write text in the language you target.
Upload landscape 1.91:1, portrait 4:5 and square 1:1 images, each at the recommended 1200 px width.
Put videos on YouTube first, in landscape, portrait and square. Your own videos switch off auto-generated ones.
Do not superimpose “Download” or “Install” on images. Google disapproves them.
Run every ZIP through Google's HTML5 Validator, keep it under 5 MB and 512 files, and set an orientation tag.
Engagement campaigns need images without text except logos, and they do not serve HTML5.
Google asks for a separate App campaign for each app you promote.
FAQ
Short answers to the questions we hear most when teams prepare Google App campaigns creative.
Up to 5 headlines of 30 characters each, and up to 5 descriptions of 90 characters each. Google recommends using all 5 of each, and Ad Strength reads Incomplete below 2 headlines and 1 description.
3 shapes: landscape 1.91:1 at 1200 × 628 px, portrait 4:5 at 1200 × 1500 px and square 1:1 at 1200 × 1200 px. Upload JPG or PNG files up to 5 MB, with up to 20 images.
10 to 60 seconds is Google's recommended length, in landscape 16:9, portrait 9:16 or square 1:1. Videos must be on YouTube first, and you can add up to 20.
5 MB per ZIP file, with no more than 512 files inside, and up to 20 ZIP files per ad group. HTML5 and playable ads do not serve in engagement or pre-registration campaigns.
No, but at least 1 video in each orientation helps Ad Strength. Without your own video, Google may build one from your store listing, and uploading your own switches that off.
Yes, but keep overlaid text and logos under 20% of the image, as Google recommends. For engagement campaigns, use no text except logos, and never superimpose “Download” or “Install”.
On a cost per engagement basis, with a 30 day conversion window. Google charges when a user first interacts with or clicks the ad, and counts an install within 30 days of that engagement as a conversion.
Sources. Specs checked on 3 October 2026 against Google's App campaign specs, Asset types for App campaigns, About HTML5/Playable ads for App campaigns, Make better creative assets for App campaigns, Asset requirements for App campaigns for engagement, About assets and ads in App campaigns, About Ad Strength for App campaigns, About promotion assets for App campaigns, About gameplay videos, About auto-generated video ads. Platforms update specs often, so confirm them in the ad manager before you upload.
More guides
App campaign support
Our UA team plans, launches and optimises App campaigns, and our creative team builds and tests the video, image and playable assets. Talk to us about your goals and channel mix.
