About Gallery ads

Gallery ads are swipeable, image based ads that allow you to showcase your products or services using a carousel of images at the top of the search results page. With 4–8 images in each ad, you can tell a holistic story about your business to help consumers engage with your brand, right when they’re actively researching.

How it works

When your Gallery ad appears on the Google search results page, potential customers see:

  • Your headlines (you can include up to three)
  • Your URL
  • The first image from your gallery 
  • A text description underneath the image 

The customer can swipe across to view the other images in your ad one by one, or they can tap on an image to open the immersive gallery. The immersive gallery opens all the images in your ad and shows them stacked vertically, with each image taking up the full width of the customer’s mobile device screen. From here, the customer can scroll down through all of your images. 

Note: If a customer reaches the final image and continues to swipe, they’ll see the first image again, overlaid with "See more on www.example.com" (your website will replace www.example.com) and a tagline underneath that says “Go to the official site to explore more.”

Requirements and guidelines

Gallery ads are similar to regular mobile ads, but with a few key differences:

  • You can upload up to 8 images. To best represent your products and services, use diverse, high-quality images that are relevant to your keywords. You’ll need to upload at least 4 images to create a Gallery ad, but you can add up to 8. Images must have an aspect ratio of 1.91:1, a minimum resolution of 600x314 pixels, and a maximum file size of 5MB. You must have legal rights to use images for commercial purposes. Images must also meet Image quality requirements.
  • Each image has its own text description. Image descriptions should be different from each other, and relevant to the image that they appear with. Image descriptions must also have a maximum of 70 characters, with correct spelling, grammar, capitalization, and punctuation. Text descriptions cannot contain URLs. 
  • You can add legal disclaimer text to each image (optional). If you need to show text under your images for legal reasons, you can add a disclaimer to any image except for the first one. Disclaimers may be the same for multiple images, if appropriate. Disclaimer text should have a maximum of 2,500 characters.
  • Gallery ads have three headline fields. The first headline is required, while the other two are optional. You can use up to 30 characters per headline. Multiple headlines will appear next to each other, separated by a vertical pipe ("|"). Depending on the size of your potential customer’s screen, your headlines may wrap to a second line. The third headline can appear more often on wide mobile devices.
  • The domain of your display URL is based on your final URL domain. Google Ads will use the domain from your final URL and show it as your ad’s display URL. For example, if your final URL is www.example.com/outdoor/hiking/shoes, your ad’s display URL will show as www.example.com.
  • The display URL can include two optional “Path” fields. You can combine your display URL with up to two new optional ”Path” fields. These fields are added to the display URL after your website’s domain, so you can add text that will help people who see your ad get a better sense of where they’ll be taken when they click it. The text you put in the path fields doesn’t necessarily have to be part of your website’s URL, but it should be related to the content on your landing page. So, if your final URL is www.example.com/outdoor/hiking/shoes, you might want your path text to be “Hiking” and “Shoes” so your ad’s display URL is www.example.com/Hiking/Shoes.
  • Gallery ads are currently available in the following languages:
    • German
    • Japanese
    • French
    • Spanish
    • Dutch
    • Portuguese (PT-PT and PT-BR)
    • Italian
    • Russian
    • Swedish
    • Polish

How you’re charged

When someone views your Gallery ad, your account is charged if they click through to your website, or view the third image. If the customer performs both of these actions, your account is only charged once.


Create a Gallery ad

  1. Sign in to your Google Ads account.
  2. In the page menu on the left, click Ads & assets.
  3. Click the plus button , and then select + Gallery ad.
  4. Select a campaign and ad group for your new Gallery ad.
  5. Enter a final URL, display path, and your headlines. As you type, a preview of your ad will appear to the right. 
  6. Click the plus button  next to “Add images”, then select an image source from the top of the dialog box. 
    • To add new image assets, select Scan website, Upload, or Recently used.
    • To use existing image assets, select Your gallery images
    • Follow the prompts to upload your images.
  7. If any of your images don’t have an aspect ratio of 1.91:1, you’ll need to crop them before you can include them in your Gallery ad. Click the image you’d like to crop, make your changes, and then click Continue. Repeat this step for each image.
  8. Select the final 4-8 images for your Gallery ad, and then click Save
  9. To add descriptions for each image:
    1. Click Add tagline, then enter your text in the “Tagline” field. Each description should be under 70 characters and different from the other image descriptions.
    2. If you need to add a legal disclaimer, you can enter it in the “Disclaimer (optional)” field. Legal disclaimers are optional, and can be the same across multiple images. 
    3. Click Next to enter a description and disclaimer for the next image in your Gallery ad.
    4. When you’re finished entering your image taglines, click Done.
    5. To edit an existing tagline or legal disclaimer, hover over the tagline you’d like to change, and then click the pencil icon Edit.
  10. To reorder the images in your Gallery ad, click and hold the double-line icon  to the left of the image, and then drag it to the desired position. Delete images by clicking the trash icon  next to any images you’d like to remove.
  11. To add a tracking template, final URL suffix, or custom parameters, click the Ad URL options drop-down and enter your details in the relevant fields. Learn more About tracking in Google Ads
  12. To see how your final Gallery ad looks, use the controls above the preview that appears on the right side of the page to scroll through your images and descriptions. 
  13. When you’re ready to run your ad, click Save.
To make sure you’re in position to show your gallery ads, use Maximize Clicks or Target Impression Share bidding.

Edit a Gallery ad

  1. Sign in to your Google Ads account.
  2. In the page menu on the left, click Ads & assets.
  3. Find the Gallery ad you’d like to edit.
  4. Hover your mouse over the ad, and then click the pencil icon Edit that appears.
  5. Edit your ad as desired. 
  6. Click Save.

Delete a Gallery ad

  1. Sign in to your Google Ads account.
  2. In the page menu on the left, click Ads & assets.
  3. Find the Gallery ad you’d like to delete.
  4. Check the box to the left of the ad you’d like to delete.
  5. Click the Edit drop-down that appears above the table, then click Remove
  6. Click Remove again to delete your Gallery ad.

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