Google AdWords Learning Center

Image ad policy regulates the type and quality of images that you may use in your image ads. The goal is to maintain standards for image quality and content, to ensure user satisfaction and your success.

The policy covers image ad specifications, such as ad and image quality, unacceptable image content and image layout.

It's important to note that:

Your image ads must adhere to the policies that apply to text ads, as well as these additional policies for image ads.
Image ads are available in many languages. Here is a complete list.
Image ads are not shown on Google search results pages. Image ads are shown on some partner sites.

Guidelines summary:

Quality: Google does not allow images to be of poor quality. Images must be clear and easy to read. The content and purpose must be easy to understand and all text must be clear and legible.

Deceptive Tactics: AdWords does not allow mock animated features, such as mock drop-down menus, search boxes or other functionality that does not actually work for the user. Mock dialogue boxes or error messages such as those generated by windows or Internet Explorer are not allowed. Clicking on these drop-downs or boxes will be registered as a click on the image ad, and thus these features are unnecessary and deceptive.

Image Ad Layout: Image layout guidelines govern the size and orientation of your ad. Image ads have specific height and width requirements, and must completely fill the area of the size you choose. Otherwise, image ads may not look correct on partner sites since images may be much smaller than the format chosen. Images cannot be rotated or inverted. Images cannot show more than one ad at a time or the same ad multiple times.

Image Ad User Bar: When your image appears on Google's partner sites, an image user bar will automatically be included. The user bar is comprised of a Display URL, a link for users to give feedback to Google on the ad, and a designation that this ad is provided by Google. Since these features are already included by our automated system, you do not need to include any of them in the images you upload. Otherwise, the information will be duplicated.

Image Ad Content: Just as we do for text ads, we have guidelines for appropriate content that can appear in images. Generally, the content of image ads must be family safe, meaning that the images must be appropriate for viewing by minors. Therefore, your image ad cannot contain any adult material, sexual themes or inappropriate language. Examples of ad content that would not be approved include an ad that promotes drinking alcohol, scantily clad women and an ad for a porn site.

Please review the complete list of image ad policies.

Learning Centre