glossary
Google Ads Specs
Technical requirements for HTML5 playable ads running in Google App Campaigns. Know these specs before you build. Google’s validator doesn’t forgive bloated files.
Quick Definition
Google Ads specs are the technical requirements for HTML5 playable ads running in Google App Campaigns. Know these specs before you build. Google’s validator doesn’t forgive bloated files.
HTML5/Playable Specifications
| Requirement | Specification | |————|—————| | File Format | .ZIP file | | Max File Size | 5 MB | | Max Files in ZIP | 512 | | Max ZIPs per Ad Group | 20 | | Supported File Types | HTML, CSS, JS, GIF, PNG, JPG, JPEG, SVG | | Nested ZIPs | Not allowed | | Character Encoding | UTF-8 required for non-ASCII characters | | Design | Responsive (full-screen display sizes) | | Optimal Duration | 90 seconds | | Sound/Video | Supported (sound disabled until user interaction) |
Text Asset Requirements
| Asset Type | Quantity | Character Limit | |———–|———-|—————–| | Headlines | Max 5 | 30 characters each | | Descriptions | Max 5 | 90 characters each |
Image & Video Limits
| Asset Type | Max per Campaign | |———–|——————| | Images | 20 | | Videos | 20 |
Billing & Conversions
Google charges on CPE (cost per engagement) for App Campaigns.
Engagement = first user interaction or click. Nothing before that counts.
Conversions tracked for 30 days after engagement via mobile attribution. Not 7 days. Not 14 days. 30 days.
Eligibility Limitations
HTML5 playables work in App Campaigns only.
Not supported:
- Pre-registration campaigns
- App engagement campaigns
- AMPHTML format
Your playable may be paired with app icon, description, or text on Google Display Network.
Testing with HTML5 Validator
Google provides an HTML5 validator to catch spec violations before upload. Use it.
Common failures:
- File size over 5 MB (optimize images, minify code)
- Non-UTF-8 encoding
- Nested ZIP files
- Unsupported file types in package
Fix these before uploading. Google won’t tell you nicely.
Related Terms
- Playable Ads
- App Campaigns
- CPE (Cost Per Engagement)
- Ad Network Specs
External Resources
Frequently Asked Questions
Can I include a 6 MB video file in my playable?
No. Total ZIP size must stay under 5 MB. Compress your video or use shorter loops to fit the limit.
What happens if my playable is 5.2 MB?
Google rejects it outright. Optimize images, minify code, or cut features until the ZIP clears 5 MB.
Can I use external CDN links for assets?
No. Every asset must be packaged inside the ZIP. Google Ads doesn’t allow external calls for HTML5 playables.
What’s the optimal playable duration for Google Ads?
Google recommends 90 seconds, but most users engage or drop within the first 30 seconds. Design your core loop to land fast.
