Google ad formats in 2026

TL;DR

Five things to know if you're skimming:

1. Google's "Power Pack" is the 2026 default. Three campaign types running together: Performance Max, AI Max for Search, and Demand Gen.
2. Performance Max captures existing demand. Demand Gen creates new demand. They are not interchangeable.
3. AI Max for Search has replaced Dynamic Search Ads. AI Max exited beta on April 15 2026; remaining DSA campaigns auto-upgrade in September 2026.
4. Responsive Display Ads have largely replaced fixed-size display. Build to three aspect ratios (landscape, square, portrait), let Google's AI do the rest.
5. YouTube is the new TV. Connected TV inventory delivers 95%+ completion rates and is now Google's fastest-growing ad surface.

Now the version you actually run campaigns from.

1. The 2026 landscape

A few structural shifts have reshaped Google Ads since 2023.

Performance Max accounts for roughly 65% of Google Ads spend in 2026. (Source: Wizard Creative Labs)

Demand Gen replaced Discovery campaigns in 2024 and is now the visual-first upper-funnel campaign type. It runs across YouTube, Gmail, Discover, and Maps.

AI Max for Search exited beta on April 15 2026. It uses generative AI to rewrite headlines and descriptions, expand to keyword-less matching, and route users to the best landing page. (Source: Google Blog)

Demand Gen now serves on Connected TV. Google reports an average 7% more conversions at the same ROI when Demand Gen campaigns include TV screens. (Source: groas.com)

The Google VRC non-skip CTV format went global in 2026. Non-skippable, AI-optimised CTV inventory is now buyable at scale.

The practical implication. An account running only Search and a legacy Display campaign in 2026 is leaving half of Google's inventory unaddressed. We still see plenty of these.

2. The campaign type inventory

2.1 AI Max for Search (formerly Search + DSA + ACA)

Search is still the highest-intent surface on the internet. AI Max is what Google now calls the modern Search campaign.

What's in the box:

• Search term matching. Keywordless matching that expands beyond your seed keywords using AI. Learns from your ads, landing pages, and existing keywords.
• Asset optimisation, also called text customisation. Generates new headlines and descriptions on the fly based on the query. Not limited to your hand-written assets, which is the meaningful difference from standard Responsive Search Ads.
• Final URL expansion. Routes users to the most relevant landing page automatically.

Google reports an average 7% more conversions or conversion value at the same CPA or ROAS using the full AI Max feature suite versus search-term-matching alone. (Source: Google Ads Help)

Asset requirements:

• 3 to 15 headlines (30 characters each)
• 2 to 4 descriptions (90 characters each)
• 1 to 5 sitelinks, callouts, structured snippets
• Final URL plus expansion permissions

Use AI Max when you have bottom-of-funnel intent to capture. People are searching with intent. AI Max meets them there.

Watch out for brand-term cannibalisation if you let URL expansion run unchecked on multi-product sites. Set negative URL rules.

2.2 Performance Max (PMax)

Google's flagship AI-served campaign. One campaign, all surfaces: Search, Display, YouTube, Discover, Gmail, Maps, Shopping.

What you provide: goals and target CPA or ROAS, asset groups (text, image, video, product feed), audience signals (your guess at who the buyer is, used by the algorithm as a hint not a hard constraint), and budget.

What Google does: mixes and matches assets in real time, decides placement and audience and bid per impression, and optimises continuously toward your conversion goal.

Asset requirements per asset group:

• 3 to 15 headlines (30 chars)
• 1 to 5 long headlines (90 chars)
• 2 to 5 descriptions (90 chars)
• 1 business name
• Logos (1:1 at 1200×1200, 4:1 at 1200×300)
• 3+ images (landscape 1.91:1 at 1200×628, square 1:1 at 1200×1200, portrait 4:5 at 960×1200)
• 0 to 5 videos (16:9, 9:16, 1:1 if possible)

Use PMax when you want full-funnel cross-channel coverage with one campaign, you have conversion data the algorithm can learn from, and you can accept the loss of granular control.

Don't use it when you have under 30 conversions per month (the algorithm won't have enough signal), or your tracking is broken. PMax with bad data is expensive noise.

Suggested budget share: 50 to 60% of e-commerce budget, 30 to 40% of B2B or services budget.

2.3 Demand Gen (formerly Discovery)

The visually-driven upper-funnel campaign type. Runs across YouTube (including Shorts, in-stream, in-feed, Home feed), Gmail, Discover, and Maps.

Why it exists. PMax converts demand that already exists. Demand Gen builds the awareness and consideration that creates new demand. (Source: groas.com)

What's different from PMax:

• Audience control. Demand Gen lets you manually select custom segments, lookalikes, affinity, in-market, and first-party data. PMax only takes audience signals as hints.
• Visual-first. Image and video assets only. No Search inventory.
• CTV. As of 2026, Demand Gen reaches into Connected TV via YouTube CTV.

Asset requirements:

• Image: 1:1 (1200×1200), 1.91:1 (1200×628), 4:5 portrait (960×1200)
• Video: 16:9, 9:16, 1:1 (15s to 3 minutes)
• Headlines: up to 5 (40 chars)
• Descriptions: up to 5 (90 chars)
• Business logo

Use Demand Gen when you want to build a new audience, run a brand campaign, launch a product, or warm up an audience before sending PMax or Search to convert them.

Google's published February 2026 best-practice data shows brands using full Demand Gen feature sets (carousel ads, lookalike audiences, video plus image) report 40%+ more conversions than image-only Demand Gen campaigns. Treat as directional. Google-published numbers are best-case. (Source: ALM Corp)

2.4 Shopping (Standard Shopping)

Still exists, still earns its keep in 2026 despite PMax sharing the same Shopping inventory.

What it is: product-feed-driven ads that show as image plus price plus merchant in Search, the Shopping tab, and select Display placements.

Why you'd run it alongside PMax:

• Query-level visibility. PMax hides search terms. Standard Shopping shows them, lets you negative-keyword sculpt, and exposes your true brand-vs-non-brand mix.
• Margin protection. Segment products by margin tier and set different bids per group.
• Zombie inventory. When PMax stops serving low-volume SKUs, Standard Shopping can keep them alive.

Best 2026 practice: muscle and scalpel. PMax is the muscle (broad reach, AI-optimised). Standard Shopping is the scalpel (margin protection, query control, clearing seasonal stock). (Source: smarter-ecommerce.com)

2.5 Display Network (Responsive Display Ads)

Google's banner network across millions of partner sites, apps, and Google-owned properties (YouTube, Gmail, Discover).

Why Responsive Display replaced fixed-size display. Rather than designing 14 banner sizes, you give Google a pool of assets and the system builds the ad on the fly to fit each placement.

Required assets:

• Images: at least one landscape (1.91:1 at 1200×628) and one square (1:1 at 1200×1200). Portrait (4:5 at 960×1200) is recommended for vertical placements.
• Logo: square (1:1 at 1200×1200), with landscape (4:1 at 1200×300) recommended.
• Headlines: up to 5 short (30 chars), 1 long (90 chars).
• Descriptions: up to 5 (90 chars).
• Business name and final URL.

Recommended starting volume: 5 images, 5 short headlines, 5 descriptions. Google's own data shows roughly 10% more conversions at a similar CPA when running multi-variant asset sets versus a single set. (Source: Google Ads Help)

Best-performing fixed sizes if you also build standard banners as a fallback:

Use Display when you want retargeting, brand reinforcement, or cheap incremental reach. Don't expect it to do heavy conversion lifting on its own.

2.6 YouTube ad formats

YouTube is now a media plan in its own right, not "Display with video". Inventory splits into several formats.

Skippable in-stream. Length 12 seconds to 3 minutes (recommended). Aspect 16:9 landscape (1920×1080) primary; supports 9:16 and 1:1 via responsive. Users can skip after 5 seconds. You pay when someone watches 30+ seconds or interacts. Use for consideration, mid-funnel storytelling, brand building with measurable engagement signal.

Non-skippable in-stream. Length 7 to 15 seconds standard; up to ~30 seconds on eligible CTV placements. Aspect 16:9 (1920×1080). Use it when your message has to land end-to-end. Higher CPM, guaranteed view.

Bumper ads. Exactly 6 seconds, non-skippable. 16:9. Use for frequency, brand recall, top-of-funnel reach. Don't try to tell a full story; one visual and a brand stamp is the right shape.

YouTube Shorts ads. Up to 60 seconds. 9:16 vertical (1080×1920). Appears between organic Shorts. Skippable. Use for the cheapest reach and highest engagement on YouTube in 2026. The economic profile is similar to Instagram Reels.

In-feed video ads (formerly Discovery). Where: YouTube search results, related videos, YouTube home feed. Format: thumbnail plus 2-line headline; opens full video on click. Thumbnail in 16:9, video in 16:9 (12s to 3min). Use for intent capture on YouTube. Mental model is closer to Search than to Display.

Masthead. YouTube Home feed, top placement, desktop and CTV. 30 seconds video. Reservation only, by CPM. Use for product launches or brand pulse moments. Not an always-on format.

CTV / Non-Skip 30s. YouTube on connected TVs (Smart TVs, Roku, Apple TV, gaming consoles). 30 seconds non-skippable. 16:9 (1920×1080). Why it matters in 2026: CTV completion rates average 95%+ versus 30 to 40% on mobile. The Google VRC non-skip global rollout in 2026 made this format buyable at scale through normal campaign types.

2.7 App campaigns (ACi for installs, ACe for engagement)

Google's automated mobile app acquisition campaign. Runs across Search, Google Play, YouTube, Discover, AdMob, Display.

Asset requirements:

• 2+ headlines (30 chars), 1+ description (90 chars)
• Images: cover most placements with 1.91:1 (1024×628) and 1:1 (1200×1200). Add portrait (4:5) for vertical inventory. Max 1 MB per image.
• Videos: under 60 seconds recommended (max 3 minutes; only first 180 seconds play in Shorts)
• Up to 20 assets per type

Use it when you're shipping a mobile app and you care about install volume or in-app event optimisation. Skip if you're a website-only business.

2.8 Local, Smart, Hotel campaigns

Niche but worth knowing about:

• Local Services Ads: lead-gen format for service businesses (plumbers, lawyers). Pay per lead, not per click. Geo-restricted.
• Hotel Ads: for hospitality, integrated with property booking engines.
• Smart Campaigns: simplified version of PMax for SMBs, fewer controls. Generally not what an agency runs.

3. The size decision tree

You no longer need to design 14 banner sizes. Build to four aspect ratios and let responsive serve the rest.

Plus, for video:

• Horizontal video: 16:9 at 1920×1080 for skippable in-stream, non-skippable in-stream, Bumper, Masthead, CTV.
• Vertical video: 9:16 at 1080×1920 for Shorts and Demand Gen vertical placements.

If you want fallback fixed-size banners for the residual Display network, build the top three: 300×250, 728×90, 320×100.

4. Campaign type by funnel stage

The Power Pack maps cleanly onto the awareness, consideration, purchase funnel.

Awareness (TOFU): you're paying for new demand

Avoid at TOFU: AI Max for Search (no cold demand to capture) and Performance Max with weak audience signals (the algorithm will spend most of the budget on cheap-but-irrelevant clicks).

Consideration (MOFU): you're paying for warm engagement

Purchase (BOFU): you're paying for conversions

5. The 2026 "Power Pack" budget split

Google's own recommendation for 2026, validated across multiple agency benchmark sets.

E-commerce:

• 50 to 60% Performance Max
• 30 to 40% AI Max for Search
• 10 to 20% Demand Gen

B2B, services, and lead-gen:

• 30 to 40% Performance Max
• 40 to 50% AI Max for Search
• 10 to 20% Demand Gen
• 0 to 10% YouTube (where storytelling matters)

Add to that, where relevant: Standard Shopping running in parallel for margin protection, Display retargeting for branded reach, and YouTube CTV for premium awareness in select verticals.

The thing to internalise. PMax is not the entire account. Running PMax alone in 2026 is a tactic, not a strategy. The accounts that win run the Power Pack in concert.

6. Creative formulas that work

Search (AI Max) headline patterns

Google's AI works better with diverse seed material. Mix these headline types:

• Brand: "{Brand}, Official Site"
• Offer: "{Discount}% Off This Week"
• Benefit: "Save 4 Hours On {Task}"
• Social proof: "Trusted By {N} Customers"
• Question: "Looking For {Service}?"
• Action: "Get A Free Quote Today"

Provide 12 to 15 headlines with this mix. Pin sparingly. Google's AI rewrites better when it's not over-pinned.

Demand Gen video formula (TOFU)

• Seconds 0 to 3: visual hook (motion, big text, surprising frame)
• Seconds 4 to 15: the why (problem agitation or aspiration)
• Seconds 16 to 45: the demonstration
• Seconds 46 to 60: the offer and CTA

Build in 9:16 and 16:9 versions. Square (1:1) optional, but adds incremental reach.

Performance Max asset group structure

The single biggest PMax mistake is dumping all assets into one asset group. The correct approach:

• One asset group per theme (product category, audience segment, brand vs non-brand, geography).
• Within each asset group: distinct headlines, images, and videos that match the theme.
• Audience signals scoped to the theme.

Themed asset groups give the algorithm cleaner signal and let you read performance per theme.

YouTube Bumper formula

Six seconds is unforgiving. The pattern that works:

• Visual: one strong frame, no scene cuts
• Text: one line, max
• Audio: sting or one-line VO
• Brand: logo and URL on screen the entire duration
• CTA: implied, not spelled out

If your ad agency brings you a 6-second bumper with three scene cuts, send it back.

7. Tracking and data: the foundation

PMax, Demand Gen, and AI Max are all AI-driven. AI is only as good as the conversion data feeding it. The accounts that win in 2026 share these traits:

• Enhanced Conversions enabled (server-side first-party data feeding the algorithm)
• GA4 properly configured, with key events mapped to Google Ads conversions
• Customer Match lists uploaded and refreshed (your first-party email and phone data)
• Offline conversion uploads for B2B and longer sales cycles
• Consent Mode v2 properly configured for privacy compliance

Tracking isn't optional any more. PMax with bad tracking spends the same money less effectively, and you have no way to diagnose why.

8. What to actually run this quarter

If you are starting a Google account from scratch in 2026, here's the structure with the highest probability of working.

E-commerce starter pack (4 campaigns):

1. One Performance Max campaign scoped to your full catalogue. Asset groups by product category.
2. One AI Max for Search campaign for brand terms plus high-intent non-brand.
3. One Standard Shopping campaign for your top 20% margin SKUs (manual control).
4. One Demand Gen campaign for upper-funnel awareness with custom audiences seeded from your site visitors.

B2B and services starter pack (3 campaigns):

1. One AI Max for Search campaign for intent capture. This is the workhorse.
2. One Performance Max campaign scoped to your service categories with strong audience signals.
3. One Demand Gen campaign for thought-leadership content distribution and audience-building.

Add YouTube CTV if your product justifies the CPM (luxury, B2B with long sales cycles, regulated industries where brand trust drives conversion).

9. The hard rules

• AI Max needs feeding. Provide 12 to 15 diverse headlines, not 3 polished ones. The AI wants raw material to work with.
• Performance Max needs themes. One mega-asset-group means one mega-mess. Split by theme.
• Demand Gen needs custom audiences. Letting it run open-targeted wastes the format's main advantage.
• Build to 4 aspect ratios: 1.91:1, 1:1, 4:5, 9:16. That covers Google's entire ad surface.
• Enhanced Conversions on. Always.
• Don't run Display-only without retargeting context. The Display network is a retargeting tool, not a prospecting tool, in 2026.

10. Surface map: where the funnel meets the money

11. What changes next

This document is correct as of May 2026. The Google surfaces most likely to change in the next 12 months:

• DSA full sunset in September 2026. Any account still on legacy DSA needs to migrate. Plan it now, don't wait for the forced upgrade.
• AI-generated creative inside Google Ads. Expanded beta in 2026. Expect generation features inside the Ads Editor by Q4.
• PMax search-term reporting. Google has been gradually expanding visibility under pressure from advertisers. Expect more, not less.
• YouTube CTV measurement. Still maturing. Expect better attribution between CTV impressions and downstream conversions.
• Consent Mode v2 enforcement. Privacy mode is the global default now. Non-compliant accounts lose modelling lift.

We refresh this doc whenever a material spec or default changes. If the date at the top is more than 90 days old, ask whoever briefed you to update it.

Frequently asked questions

How many ad sizes do I actually need for Google Ads in 2026?

Four aspect ratios cover the network: 1.91:1 (1200 x 628), 1:1 (1200 x 1200), 4:5 (960 x 1200), and 9:16 (1080 x 1920) for vertical video. Responsive formats generate the rest. Building fourteen fixed banner sizes is no longer necessary.

Should I run Performance Max on its own?

No. Performance Max works best as one part of an account rather than the whole account. Pair it with Search for intent capture and Demand Gen for the upper funnel. Running it alone leaves you with little visibility into where growth actually comes from.

What is AI Max for Search?

AI Max for Search is Google's AI-driven search campaign type. It sits at the bottom of the funnel and captures existing intent. It belongs alongside Performance Max rather than replacing it.

Which Google campaign type should I use for awareness?

Demand Gen and YouTube carry the awareness stage, including Bumper, skippable in-stream, and Connected TV. Search and Shopping are better kept for the intent-capture stage further down the funnel.

Do I need video to advertise on Google in 2026?

For full-funnel coverage, yes. YouTube and Demand Gen both depend on video, and a 9:16 vertical asset covers Shorts and mobile placements. You can start with Search and Shopping without video, though upper-funnel reach will be limited.

Sources

• Google Ads 2026 Campaign Guide, Wizard Creative Labs
• Demand Gen Complete 2026 Guide, groas.com
• Google Ads Image Sizes 2026, Digital Applied
• Marketers Guide to Google's Power Pack, smarter-ecommerce
• Dynamic Search Ads Upgrading to AI Max, Google Blog
• How AI Max for Search Works, Google Ads Help
• Demand Gen Best Practices February 2026, ALM Corp
• Google Shopping vs Performance Max 2026, smarter-ecommerce
• Responsive Display Ad Sizes, Google Ads Help
• Google Display Ad Size Guide, PixExact
• YouTube Ad Specs 2026, AdNabu
• Google App Campaign Specs 2026, Mega Digital
• Google VRC Non-Skip CTV Global Launch, ALM Corp