How to plan ad sizes across major platforms

Which asset dimensions should I prepare for different ad placements?

Build a format matrix for Meta, Google and TikTok without relying on a stale universal ad-size cheat sheet.

Start with placements, not a magic dimension

First list the campaign type and placements you intend to buy. Meta’s Ads Guide separates specifications by format and placement. Google’s creative asset guide separates campaign products, and its responsive display requirements distinguish horizontal and square images. TikTok documents its in-feed format separately. A size accepted in one context is not proof it works everywhere.

Make a simple matrix with platform, campaign, placement, aspect ratio, minimum dimensions, file type and the date you checked the official page. Only fill the cells for placements you will actually use. Reopen the source at upload time because specifications can change.

• Confirm the campaign type and placement.
• Read the current official specification.
• Export a composition for each meaningfully different crop.
• Preview the uploaded result on mobile.

Protect the message in each crop

Suppose the main photograph shows a travel bottle beside a bag for scale. A square crop might remove the bag; a vertical crop might hide the bottle label. Instead of merely resizing, adjust the composition and place any important text where the platform interface will not cover it.

Keep masters and exports named by intended placement, not “final-final”. Do not place a mandatory qualification solely in an edge area that could be cropped. The current upload preview, not the file name, is the final check.

Placement format matrix

Use the dated placement specs rows, not a universal upload rule.

Source snapshot: 28 September 2026, TikTok vertical floor technical text read 5 October 2026; recheck before publishing
Placement | Ratio | Example pixels | Guidance | Source / current check
Instagram Feed image | 4:5 | 1440 × 1800 | recommendation | /tools/ad-size-specs#instagram-feed
Instagram Story image | 9:16 | 1440 × 2560 | recommendation | /tools/ad-size-specs#instagram-story
Google responsive display horizontal | 1.91:1 | 1200 × 628 | recommendation | /tools/ad-size-specs#google-display-wide
TikTok auction in-feed video | 9:16 | 540 × 960 | floor confirmed 5 October 2026 for this format only | /tools/ad-size-specs#tiktok-video
Owner / export file / final preview date:

Linked dated format matrix

Not a universal acceptance matrix. Recheck the exact placement and upload preview. The downloadable worksheet remains a planning record, not verification of every spec.

Common questions

Is there one image size that works everywhere?

No reliable universal size. Requirements vary by platform, campaign and placement; check the official specification and the rendered preview for each selected destination.