What are the exact asset specifications, aspect ratios, and headline limits for Google Performance Max versus Meta Advantage+ Shopping campaigns?
Short answer
Google Performance Max enforces strict limits including 30-character short headlines, 90-character long headlines, and 1.91:1, 1:1, and 4:5 image ratios. Meta Advantage+ Shopping accepts 40-character feed headlines, 125-character primary text, and up to 150 assets across 1:1, 9:16, and 1.91:1 dimensions. Providing custom vertical 9:16 and square 1:1 visuals across both platforms prevents automated systems from auto-generating low-quality cropped ads that degrade campaign performance.
Google Performance Max requires strict character limits including 30-character headlines and 90-character long headlines across three core aspect ratios, whereas Meta Advantage+ Shopping campaigns support flexible dynamic creative with a 125-character primary text limit.
Growth brands scaling automated customer acquisition lose conversion efficiency when creative assets get cropped or auto-generated improperly across networks. Both platforms assemble ad units algorithmically across multiple surfaces, making precise technical compliance essential for maximizing Return On Ad Spend (ROAS).
If you only do one thing: Upload custom 9:16 vertical video and 1:1 square assets to both platforms to prevent automated systems from auto-generating low-quality visual placements on mobile feeds and video placements.
- Google Performance Max headline and text limits: Requires up to 5 short headlines at 30 characters maximum, up to 5 long headlines at 90 characters, up to 5 descriptions (one at 60 characters, up to four at 90 characters), and a 25-character business name.
- Google Performance Max visual dimensions: Supports up to 20 images across 1.91:1 landscape (recommended 1200 x 628 pixels), 1:1 square (recommended 1200 x 1200 pixels), and 4:5 portrait (recommended 960 x 1200 pixels), alongside 1:1 and 4:1 logos up to 5 Megabytes (MB).
- Google Performance Max video specifications: Accepts up to 5 videos across 16:9 landscape, 1:1 square, and 9:16 vertical ratios, with a minimum duration of 10 seconds hosted via YouTube.
- Meta Advantage+ Shopping text guidelines: Accepts up to 5 primary text variations (125 characters recommended before truncation), 5 headlines (40 characters recommended for feed display before truncation), and 5 optional link descriptions (30 characters recommended).
- Meta Advantage+ Shopping asset specifications: Supports up to 150 creative variations per campaign using 1:1 square (1080 x 1080 pixels for feeds), 9:16 vertical (1080 x 1920 pixels for Stories and Reels), and 1.91:1 landscape (1200 x 628 pixels), with a 30 MB image cap and a 4 Gigabyte (GB) video cap.
- Watch out for: Google auto-generating low-resolution video slideshows from your static imagery across YouTube inventory if you fail to upload dedicated 16:9 and 9:16 video assets.
- Watch out for: Meta headline truncation on mobile placements, where copy exceeding 40 characters gets cut off depending on individual device screen widths.
- Watch out for: Safe-zone violations on 9:16 formats across both platforms, which place critical text or logos behind user interface buttons and navigation overlays.
Audit existing creative libraries against these exact pixel dimensions and character counts before deploying new asset groups to protect brand presentation and maintain stable acquisition costs.