Top Performing Banner Ad Sizes [2025 Update]
Banner ad spend is set to hit $185.44B in 2025—yet most advertisers still overlook ad size. Discover the top-performing banner sizes that drive visibility, clicks, and ROI.
Most advertisers underestimate how much banner ad sizes impact display advertising performance.
Poorly chosen dimensions lead to weak ad placements, low visibility, and wasted spend.
With global banner ad spend set to reach $185.44 billion in 2025, using the right ad formats is non-negotiable.
This guide reveals the top performing banner ad sizes on Google Ads—so you can improve click-through rates, optimize ad delivery, and maximize ROI.
Key takeaways
- Banner ad sizes directly impact your ad visibility, click-through rates, and ROI, making size selection one of the most critical factors in campaign success.
- The 300×250, 728×90, and 320×100 are among the top-performing Google banner ad sizes, consistently delivering high engagement across devices.
- With banner ad spend projected to hit $185.44 billion globally in 2025, choosing responsive, mobile-friendly sizes is more important than ever.
- Using the right banner sizes with optimized creatives improves placement in high-traffic spots—boosting reach, conversions, and overall performance.
What are banner ads?
Banner ads are rectangular, image-based ads that show up on websites and apps. They promote a brand or drive traffic to a landing page.
These ads are part of display advertising, and they show across millions of sites through platforms like the Google Display Network (GDN).
- Static banners are simple. Just one image, some text, and a call-to-action.
- Animated GIFs use looping images to catch attention. They're eye-catching but limited in design flexibility.
- HTML5 animated banners offer smoother movement, better visuals, and can include video.
- Interactive HTML5 ads let users click, hover, or even fill out short forms inside the ad. They're more engaging but require more setup.
GDN supports all these formats—static, GIF, animated HTML5, and interactive. You can upload custom creatives or use Google’s built-in responsive display ad tool.
Why are banner ad sizes important?
Banner ad size affects visibility, performance, and where your ad appears. Using the right size helps your ad show in high-traffic spots and improves click-through rates.
In 2025, global banner ad spend is expected to reach $185.44 billion. It’s growing fast—set to hit $237.88 billion by 2030 with a 5.11% CAGR.
The U.S. will lead spending at $71.12 billion in 2025. By 2030, 75% of banner ad spend will come from mobile, so responsive sizing is key.
Advertisers will spend an average of $30.70 per internet user in 2025.
In the U.S., banner ad spend will rise by $19.5 billion from 2023 to 2028, reaching $82.19 billion.
Programmatic buying is increasing, making it easier to match the best-performing ad sizes to the right placements.
How does banner advertising work?
Banner ads connect two sides of the web: the advertisers who want to get in front of people, and the publishers who have the space to show those ads.
Here’s how it works for both:
| For Advertisers | For Publishers |
|---|---|
| Sign up with a display ad network (like Google Ads) | Sign up with a display ad network (like Google AdSense) |
| Choose who you want to target (by audience, topic, or location) | Add a code snippet from the network to your website |
| Pick your banner ad sizes and formats (static, GIF, HTML5) | The network automatically displays ads on your site |
| Upload your ad creatives and set your budget | You don’t manage ads manually—the system handles it |
| Your ads show up on websites and apps in the network | You earn money per click (CPC) or per 1,000 views (CPM) |
| Pay only when someone clicks or views your ad | Your earnings depend on traffic, ad placement, and demand |
| Use retargeting to reach visitors who didn’t convert | Retargeting ads often perform better and boost your income |
| Track performance through metrics like clicks, views, and ROI | Monitor earnings and traffic in your publisher dashboard |
Most common banner ad sizes for 2025
Running display ads? These are the banner sizes that actually perform. From mobile to desktop, here’s your go-to list of the most effective ad sizes in 2025
1. 300 × 250 — Medium rectangle
The 300×250 medium rectangle is one of the most widely used display ad sizes in the industry. Also known as a mid-page unit (MPU), it performs strongly on both desktop and mobile devices and is widely supported by the Google Display Network. Google highlights this size as one of the top-performing banner ad formats.
It fits well within content blocks, at the end of articles, and even inside mobile apps.
This ad unit supports static images, video, and HTML5 creatives, and works great for responsive banner ads.
It’s ideal for campaigns focused on brand awareness, conversions, or retargeting.
2. 336 × 280 — Large rectangle
The 336×280 large rectangle gives advertisers more visual space, making it perfect for desktop banner placements.
It performs best embedded in content or below posts where users naturally pause.
This format offers strong eCPMs on AdSense but is not supported across all networks after being delisted by the IAB in 2011.
It’s effective for static or rich media ads, and works well in editorial or blog-style content.
While it's less common than the 300×250, it remains a solid choice for advertisers seeking extra space without sacrificing placement quality.
3. 728 × 90 — Leaderboard
The 728×90 leaderboard is a staple in desktop display advertising.
Positioned at the top or bottom of webpages, it’s one of the first ad units users see, making it excellent for brand visibility.
Google ranks this among the most effective Google Ads banner sizes due to high inventory availability and CTR potential.
It's commonly found on forums, news websites, and ecommerce homepages.
While not ideal for mobile, it's still a must-have format for desktop campaigns focused on impressions and engagement.
4. 970 × 90 — Large leaderboard
The 970×90 large leaderboard expands on the standard leaderboard and provides more horizontal space for messaging and design.
Some variations allow expandable interactivity, where the ad opens to display more content.
It’s especially useful for premium desktop inventory, ideal for product announcements, promotional campaigns, and branded storytelling.
This format works best when high visibility and top-of-page dominance are key to the campaign.
5. 970 × 250 — Billboard
The 970×250 billboard is one of the largest standard banner sizes and is built for maximum visual impact.
Placed at the very top of a webpage, it’s highly effective for homepage takeovers, seasonal promotions, and brand awareness campaigns.
Google lists it as one of the top-performing Google display ad sizes.
This format supports high-resolution images, animations, and video, making it perfect for campaigns that need attention fast.
Use it when you want to dominate a page and leave a strong first impression.
6. 300 × 600 — Half page (large skyscraper)
The 300×600 ad, also known as the half-page unit, is a high-impact format that offers substantial vertical space for content. It’s commonly placed in scrollable sidebars and is one of the fastest-growing banner sizes by impressions.
This format is great for HTML5 ads, rich visuals, and even interactive storytelling.
Advertisers love it for its long viewability and scroll-sticky behavior, while publishers value its high eCPM potential. It’s a great choice for conversion-focused display ads.
7. 160 × 600 — Wide skyscraper
The 160×600 wide skyscraper is a taller, thinner ad placed along the right or left rail of a webpage.
It performs better than its older cousin, the 120×600, and is now a preferred sidebar ad format for many advertisers.
It works well for branded visuals, animated banners, or multi-frame GIFs that benefit from vertical storytelling.
Because it stays in view while scrolling, it helps boost brand recall over time. Ideal for retargeting campaigns or static product showcases on desktop.
8. 120 × 600 — Skyscraper
The 120×600 skyscraper was one of the first widely used vertical banner formats. However, it's now considered outdated due to its narrow layout and limited creative flexibility.
While still supported on some legacy websites, it’s generally not recommended for modern campaigns.
It may still serve a purpose on older blog templates or in very tight sidebars, but most advertisers now prefer wider skyscraper formats for better performance.
9. 320 × 50 — Mobile leaderboard
The 320×50 mobile leaderboard is a top-performing banner size for mobile devices. It typically appears at the top or bottom of the screen and works well with responsive mobile layouts.
This ad unit is excellent for click-through campaigns, app installs, or mobile-first offers.
It’s lightweight, fast-loading, and supported across all major ad networks, making it a must-have for any mobile advertising strategy.
10. 320 × 100 — Large mobile banner
The 320×100 large mobile banner is a taller mobile-friendly format that offers double the height of a standard mobile leaderboard.
It provides better space for CTAs and design, making it easier to grab attention on smaller screens. Google identifies this as a top-performing size for mobile banner ads.
It works well for retargeting, app promotions, or product-based ad creatives on mobile web and in-app environments.
11. 468 × 60 — Banner
The 468×60 banner is one of the earliest web banner ad sizes and was once the industry standard.
Today, it is rarely used due to its small size and limited visibility on modern high-resolution screens.
It might still be relevant for legacy websites or niche forums, but it’s not recommended for new campaigns.
Most advertisers opt for formats like the 728×90 leaderboard for better performance and compatibility.
12. 234 × 60 — Half banner
The 234×60 half banner is a small, horizontal format designed for tight spaces. It offers limited creative room, and its ad inventory is very low.
This size may work for basic branding, but it struggles to deliver clicks or engagement.
It's not widely supported on today’s ad networks, and most advertisers avoid it in favor of more impactful, standard display ad sizes.
13. 300 × 1050 — Portrait
The 300×1050 portrait is a tall, vertical ad that delivers strong visual impact. It’s often used on high-end publisher sites and supports interactive, multi-layered creatives.
Because of its large footprint, it’s great for brand storytelling, video integration, or rich content blocks.
Inventory is more limited, but when available, it offers excellent visibility and engagement. Best suited for desktop campaigns and retargeting strategies with higher budgets.
14. 250 × 250 — Square
The 250×250 square ad is a versatile and responsive-friendly format that can adapt to many layouts.
While not as popular as rectangle formats, it still performs well in compact content sections and sidebar placements.
It’s ideal for supporting retargeting or serving supplemental brand messages.
Though inventory is more limited, it can still be useful in campaigns with a variety of placements and responsive requirements.
15. 200 × 200 — Small square
The 200×200 small square is a scaled-down version of the 250×250. It’s used in tight layout spaces, but due to its limited design area, it often underperforms in terms of visibility and engagement.
It’s rarely a primary choice for advertisers. This format can work as a secondary ad slot in multi-format campaigns, but larger, more modern sizes usually perform better.
16. 180 × 150 — Small rectangle
The 180×150 small rectangle is among the least used banner sizes today.
It offers very limited space for messaging, making it hard to stand out. Its performance is typically low, and major ad networks provide minimal support for this format.
While it may fit older layouts or low-traffic sites, it’s generally avoided in conversion-focused campaigns.
17. 120 × 240 — Vertical banner
The 120×240 vertical banner is a small, vertical format with shrinking support across ad platforms.
It offers little space for creative and typically performs poorly compared to modern responsive units.
It may still appear on legacy publisher sites but should not be prioritized in current campaign strategies.
For better engagement and placement options, go with taller or wider banner ad formats.
Which common Google banner ad sizes perform best?
Among the full list of standard banner sizes, a few consistently outperform the rest in terms of visibility, click-through rates, and ad inventory.
Below is a quick breakdown of the top-performing banner ad sizes every marketer should consider for better ROI.
| Ad Size | Name | Why It Performs |
|---|---|---|
| 320 × 100 | Large mobile banner | Optimized for mobile, offers more space than 320×50. Strong CTR in mobile campaigns. |
| 300 × 600 | Half page (large skyscraper) | High-impact vertical format with long viewability. Great for storytelling and retargeting. |
| 728 × 90 | Leaderboard | Dominates top-of-page placements on desktop. High inventory and brand visibility. |
| 300 × 250 | Medium rectangle | Most versatile across mobile and desktop. Works great in-content and in responsive layouts. |
| 336 × 280 | Large rectangle | Strong performer in text-heavy or editorial content. Ideal for image and video ads. |
FAQs
Got more questions? We’ve got the answers—fast and clear.
Standard banner ad sizes are the most widely used ad dimensions supported across ad networks like Google Ads. Examples include 300×250, 728×90, 160×600, 320×100, and 970×250.
The standard size of a banner is 300×250, also known as the medium rectangle. It’s one of the most common and best-performing formats across web and mobile.
Banner ad size 728×90 is called a leaderboard. It’s a horizontal ad unit typically placed at the top or bottom of desktop pages.
A 300×600 banner is called a half page or large skyscraper. It’s a tall vertical ad format ideal for high-impact visuals and side placements.
Final thoughts
Banner ad sizes aren’t just a design detail—they directly impact your ad performance across Google and the web. Choosing the wrong size means lower reach, poor placement, and wasted spend.
- Formats like 300×250, 728×90, and 320×100 consistently drive better CTR and ROI across devices.
- Mobile ad spend is rising fast—responsive, high-performing sizes are now a must.
- The right banner size gets your ad seen. The right creative gets it clicked.
Want to simplify both? Cropink helps you design, manage, and launch better banner ads—faster. Start for free!
Sources
- Statista. Digital Banner Advertising - Worldwide
- Statista. Ad spending of the banner advertising market in the United States from 2019 to 2028
- Publift. 8 Common Banner Ad Sizes and Their Importance
- Creatopy. Most Commonly Used Standard Banner Sizes for Web and Print in 2025
- WebFX. Google Ad Sizes: The 17 Google Display Ad Sizes
Ansherina helps brands create powerful digital marketing and performance marketing strategies. With a passion for ad design and audience engagement, she is dedicated to making brands more visible and impactful.
Leszek is the Digital Growth Manager at Feedink & Cropink, specializing in organic growth for eCommerce and SaaS companies. His background includes roles at Poland's largest accommodation portal and FT1000 companies, with his work featured in Forbes, Inc., Business Insider, Fast Company, Entrepreneur, BBC, and TechRepublic.
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