Responsive ad requirements

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Responsive ads automatically adjust their size, appearance, and format to fit available ad spaces. Your responsive ad might show as a native ad on one site and a text ad on another, automatically transforming itself to fit based on your targeting and campaign goals. Responsive ads are subject to the standard Google Ads policies and the requirements below.

Image text in responsive ads

The following is not allowed:

Not allowed Text (including logos with text) that covers more than 20% of the image

Learn how to fix a disapproved ad or asset. Remove excess text, and then re-upload your image. If you can’t edit the image to meet this requirement, upload a different image that complies with the policy.

Animation in responsive ads

The following is not allowed:

Not allowed Animated images (such as animated GIFs)

Learn how to fix a disapproved ad or asset.

Related policies and common disapprovals

The following Google Ads policies are especially relevant to responsive ads and are often associated with disapprovals.


The standard requirements for clarity, correct spelling, and use of capitalization and symbols apply to all ads. See the Editorial policy for more information.

Unclear relevance

All information should be relevant to what you’re advertising. For example, all submitted ad fields must represent the same advertiser and be relevant to the promoted product. See the policy on Unclear relevance for more information.

Misleading content

All information should be accurate and descriptive of what you’re advertising. See the Misleading content policy for more information.

Sexual content

To keep ads relevant and safe for users, Google restricts sexual content in certain circumstances. See the Sexual content policy for more information.

Image quality

All images used in advertising must meet certain quality standards. The image layout must conform to Google Ads standards and the image itself can’t be blurry. See the Image quality policy for more information.


Google may remove ads or assets in response to trademark owner complaints. Advertisers are responsible for proper trademark use in their ad text, assets, and business information. Refer to the Trademarks policy for more information.

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