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Launching a successful PPC campaign requires more than just a budget—you need the right assets to ensure your ads perform effectively. Whether you’re running campaigns on Google Ads, Microsoft Ads, or Meta, each platform has their specific requirements that you should know beforehand. Lucky for you, we’ve rounded up everything you need—so you can stop frantically Googling ad specs and focus on launching a killer campaign.
Preparation is everything when it comes to PPC success. We’ve all spent too much time hunting down aspect ratios and character limits—it’s practically a rite of passage in digital marketing. That’s why we created this one-stop guide to save you time (and frustration).
What Assets do I need for Google Ads & Microsoft Ads?
Search Campaigns
Search ads rely on compelling text and relevant keywords. Here’s what you’ll need:
Ad Copy: Headlines (15 total variations that are less than 30 Characters), Descriptions (4 total variations that are less than 90 characters), Display URL
Keywords: Targeted keyword list with match types (Broad, Phrase, Exact)
Ad Extensions: Sitelinks, Callouts, Structured Snippets, Call Extensions, etc.
Landing Page: Optimized for conversions with a clear CTA
Display Campaigns
Display ads require strong visual elements to capture attention and drive engagement in digital marketing services. Here’s what you’ll need:
Banner Images: Multiple sizes (e.g., 300x250, 728x90, 160x600, etc.)
The maximum file size for single image ads is 5 MB. Supported file types include JPG and PNG
The maximum file size for banner ads is 150 kilobytes (KB). Supported file types include JPG, PNG, and GIF.
Responsive Display Ads: Headlines, descriptions, logos, and high-quality images
Audience Targeting: Interest-based, remarketing, or custom audiences
UTM Tracking: For performance monitoring in Google Analytics
Responsive Display Campaigns
Responsive Display Ads dynamically adjust their format to fit different placements and devices, optimizing performance. These campaigns allow Google to pick and choose from your available assets to serve ads across all their ad spaces.
Images: Multiple high-quality images (1:1, 4:5, 16:9 aspect ratios)
Logos: 1:1 aspect ratio, recommended minimum 128x128 pixels
Videos: Optional but recommended; at least one video (16:9 aspect ratio preferred)
Headlines: Up to 5 short headlines (maximum 30 characters each)
Long Headlines: 1 required, up to 90 characters
Descriptions: Up to 5 descriptions (maximum 90 characters each)
Business Name: Maximum 25 characters
Call-to-Action: Choose from predefined Google options
Performance Max Campaigns
Performance Max campaigns in both Google Ads and Microsoft Ads use automation and require diverse assets for maximum PPC success.
Images: Multiple high-resolution images in different aspect ratios. At least 4 different images, with a maximum of 20 images.
Landscape: 1.91:1 aspect ratio is the recommended ratio for landscape images.
Square: 1:1 aspect ratio is the recommended ratio for square images.
Portrait: 4:5 aspect ratio is the recommended ratio for portrait images.
The maximum file size for image assets is 5 MB. Supported file types include JPG and PNG
Videos: At least one video, with a maximum of 5 videos (recommended to improve performance)
Max Size: 256 GB
Text Assets:
Headlines: Up to 15 headlines (maximum 30 characters each)
Long Headlines: Up to 5 long headlines (maximum 90 characters each)
Descriptions: Up to 5 descriptions (maximum 90 characters each)
Business Name: Maximum 25 characters
Call-to-Action Phrases: Select from Google’s predefined options
Audience Signals: Data-driven targeting inputs (customer lists, website visitors, etc.)
Use tools such as SparkToro to really dive deep into your target market actions and tendencies.
Product Feed: If applicable, ensure the feed is optimized for Shopping ads.
Meta Ads (Facebook & Instagram)
Image & Video Ads
Images: High-quality visuals that match the recommended aspect ratios (1:1, 4:5, 16:9)
Videos: Short, engaging clips (recommended under 15 seconds for best results)
Primary Text: Up to 125 characters for concise messaging
Headlines: Up to 40 characters
Descriptions: Up to 30 characters
CTA Button: Choose from pre-set options like “Shop Now” or “Learn More”
Carousel Ads
Multiple Images/Videos: Up to 10 per carousel ad
Unique Headlines: Up to 40 characters per card
Descriptions: Up to 20 characters per card
Landing Page Links: Directing users to relevant pages
Lead Generation Ads
- Lead Form: Customizable form with fields for user data collection
- On-platform Lead Forms (Instant Forms): These forms allow information to be submitted directly on the platform, ideal for reducing friction along the conversion process.
- External Lead Forms: These offer full control over layout, questions, and branding. These are helpful for complex forms and integration with your site and CRM tools.
- Privacy Policy URL: Required for compliance
Follow-Up Plan: How leads will be contacted post-submission
Let’s Not Forget the Importance of Audience Build-Out and Preparation
You have all the assets made, you’re ready to get these campaigns launched, so now what? You need to make sure you’re reaching the right people. Even the best ad won’t perform if it’s not in front of the right audience. Take some time to really identify your target audience. Once you have that foundation, you can always refine targeting for better personalization, and improved engagement rates post-launch.
Start by analyzing existing customer data, creating detailed buyer personas, and segmenting audiences based on behavior, interests, and demographics. This includes leveraging your first-party data, such as email lists, CRM data, and website visitors, to create custom and lookalike audiences. On platforms like Google Ads and Meta, audience signals help enhance performance by providing the algorithm with a starting point for optimization. Use what each platform offers, test what works, and keep refining. Small tweaks can lead to big wins over time.
Consider testing different audience segments before fully scaling your campaigns. A/B testing different groups can be a huge help and offer some valuable insights into which audiences respond best to your messaging. By investing time in audience build-out and preparation, you set the stage for a more efficient, data-driven campaign that maximizes return on ad spend (ROAS).
Final Checklist Before Launch
- Ensure all creative assets meet platform specifications.
- Double-check tracking setup (Google Tag Manager, Meta Pixel, UTM parameters).
Set up proper audience targeting.
Review ad copy for clarity and compliance.
Test landing pages, events, and conversions to confirm a smooth user experience.
Listen, this is not an all-encompassing blog that solves all your answers when it comes to PPC and paid advertising, but it is a solid starting point for building out your campaigns on Google, Microsoft, and Meta.
We all know it, a well-thought-out campaign needs to be strategic, targeted, on-brand, and engaging. If you're missing out on those items, PPC can burn through your budget quickly. That’s why having a simple checklist before launching is essential—it ensures you have all the right stuff in the right places. By prioritizing preparation and strategy, you’re setting yourself up for success. Maintaining and making edits and changes to a successful campaign is a lot easier than launching new ones! Put the time and effort in early to make your life easier in the long run.
Need a hand? Contact us. We’ll handle the details—you focus on growth.