The essentials
- The essential 2026 formats: square 1:1, portrait 4:5, vertical 9:16 for Stories and Reels, landscape 16:9 for YouTube and Display, plus the logos and text for responsive ads.
- Six rules: one message per visual, a visible product or person, short text that is readable on mobile, a hook in the first second, an identifiable brand, an explicit call to action.
- Short video wins everywhere: 6 to 15 seconds on YouTube and Display, 15 to 30 seconds on Meta and TikTok, subtitled, designed to be watched without sound.
- Renewal: every 3 to 6 weeks; measure by creative (click-through rate, cost per conversion, frequency) and replace the weak ones.
On the Display Network, Performance Max, YouTube, Meta or TikTok, the creative decides performance as much as the targeting does: with the same audience, two visuals can have a cost per conversion that differs threefold. The platforms automate targeting and bidding; the creative remains the main human lever. This article gives the formats to deliver by platform, the rules that drive clicks, low-cost production and measurement. Creative for organic social is covered in the visual creation tools.
The formats to deliver by platform
| Platform | Images | Videos | Text and other |
|---|---|---|---|
| Google Display, Performance Max, Demand Gen | Landscape 1200 × 628, square 1200 × 1200, portrait 960 × 1200; logos 1200 × 1200 and 1200 × 300; up to 20 images | 16:9, 1:1 and 9:16, 6 to 30 s; hosted on YouTube; PMax generates videos if none are supplied | Headlines (30 char.), long headlines (90), descriptions (90), business name |
| YouTube | Thumbnails | Non-skippable 6 s bumper, 15 to 30 s in-stream (skippable after 5 s), 9:16 Shorts up to 60 s | Headline, call to action, URL |
| Meta (Facebook, Instagram) | 1:1 (1080 × 1080), 4:5 (1080 × 1350) for the feed, 9:16 (1080 × 1920) for Stories and Reels | Same ratios, 15 to 30 s, subtitles | Primary text (125 char. visible), headline (40), description; carousels, collections |
| TikTok | Rarely used | 9:16, 9 to 15 s, native style, sound and subtitles | Short caption, call to action |
| 1:1 or 1.91:1 (1200 × 627), PDF documents | 16:9 or 1:1, 15 to 30 s | Introductory text (150 char. visible), headline |
Always deliver the three ratios (1:1, 4:5 or 16:9, 9:16): the platforms crop badly, and a visual missing from one format deprives the campaign of placements. The safe zones of Stories and Reels (top and bottom hidden by the interface) must be kept free of text.
The six rules that drive clicks
- One message per visual: a promise, a figure or a question; not a list. The user decides in one second.
- A visible product or person: visuals with a face or a product in context outperform abstract illustrations and stock images; authentic photos (the team, a job site, customers) often beat polished visuals.
- Short text that is readable on mobile: 3 to 7 words on the image, strong contrast, tested on a phone at arm's length.
- A hook in the first second for video: movement, a question, a figure; the logo at the end, except on 6-second bumpers where it is present throughout.
- An identifiable brand: colours, a discreet logo, consistency with the landing page; the user must recognise the brand on arriving on the page.
- An explicit call to action: "Request a quote", "See pricing", "Book"; the platform button plus the text.
Short video: what works in 2026
- Term: 6 s (bumper), 15 s (in-stream, Meta, TikTok), 30 s maximum; the first 3 seconds carry 50% of the effect.
- Without sound: 70 to 85% of videos are watched without sound in feeds; subtitles and on-screen text are essential.
- Vertical first: 9:16 for Reels, Stories, Shorts and TikTok; a 1:1 version for feeds, 16:9 for YouTube in-stream.
- Native style: to camera, demonstration, before/after, customer testimonial; ads that look like the platform's content achieve better costs.
- Production: a recent smartphone, daylight, a €30 lapel mic and CapCut or Descript are enough for an SME; see video best practices.
Producing at low cost and at volume
Automated formats (Performance Max, Advantage+) require a lot of creative. Method: define 3 angles (benefit, proof, offer), produce 2 visuals and 1 short video for each, adapt every asset to the three ratios with Canva or Figma using templates, giving 9 base creatives and 27 files. Half a day of filming per quarter (team, products, customers) feeds the authentic visuals. Generative AI tools are useful for backgrounds and text variations, not for depicting the product or people. Creatives are validated against a checklist before going live; see validating ad creative.
Testing and renewing
| Metric per creative | What it tells you | Action |
|---|---|---|
| Click-through rate or view rate (video) | The visual attracts | Replace the creatives below the group average |
| Cost per conversion | The visual brings in the right people | The decision metric |
| Frequency | Wear-out: beyond 3 to 4 exposures per week, performance falls | Renew |
| Asset quality rating (Google) and quality rankings (Meta) | Relative performance of each asset | Replace those rated "low" or "below average" |
| Average watch time (video) | Where people drop off | Shorten, move the hook |
Renew the creatives every 3 to 6 weeks, faster in remarketing. Test one angle against another rather than one colour against another; see Google Ads A/B testing. The winning formats by platform are detailed in effective ad formats by platform.
How GreenRed helps
Rather than juggling several tools, GreenRed's Google Ads module brings these metrics together in a single dashboard, compares them over time and tells you which actions come first. You can try it free, with no card, from the Pricing.
Frequently asked questions
Which visual formats should you deliver for a Google Ads campaign?
For Display, Performance Max and Demand Gen: landscape 1200 × 628, square 1200 × 1200 and portrait 960 × 1200 images, square and landscape logos, up to 20 images, and 16:9, 1:1 and 9:16 videos of 6 to 30 seconds hosted on YouTube. Delivering every ratio avoids automatic cropping and opens up all placements.
How long should an ad video be?
6 seconds for a non-skippable YouTube bumper, 15 seconds for most placements (in-stream, Meta, TikTok), 30 seconds at most. The first three seconds decide attention; put the hook at the start and the logo at the end, except on bumpers.
Do you need professional visuals or in-house photos?
Authentic photos and videos (the team, the product in context, a customer) often outperform stock visuals and polished productions, especially on Meta and TikTok where a native style is expected. A recent smartphone, natural light and simple editing are enough; save professional production for brand campaigns.
How often should you renew ad creative?
Every 3 to 6 weeks in acquisition, faster in remarketing where frequency rises. Watch the frequency (beyond 3 to 4 exposures per week, wear-out begins) and the asset quality ratings; each month, replace the 20% least-performing creatives with variations of the best angle.