Image Extensions

Image Extensions (now called Image Assets) allow you to add relevant images to your Google Search ads, displaying a visual alongside your ad text. Images make your ad more visually prominent on the search results page, typically increasing click-through rates by 5-15%. They are available for Search campaigns and require images that meet Google’s format and content policies.

Key Takeaways

• Add visual images to text-based Search ads for increased prominence
• Two aspect ratios required: square (1:1) and landscape (1.91:1)
• Minimum 3 images recommended; up to 20 can be uploaded per extension
• Images must be high-quality and relevant to the ad and landing page
• Google may also auto-generate image assets from your landing page content

What Are Image Extensions

Image Extensions bring visual elements to the traditionally text-only Search ad format. When shown, a relevant image appears next to your ad text, making your ad stand out from competitors who rely solely on text. This visual differentiation captures attention in a text-heavy search results page.

Image specifications:

Requirement	Square	Landscape
Aspect ratio	1:1	1.91:1
Minimum resolution	300 x 300 px	600 x 314 px
Recommended resolution	1200 x 1200 px	1200 x 628 px
File format	PNG, JPG	PNG, JPG
Max file size	5120 KB	5120 KB

Both aspect ratios should be provided for maximum display flexibility across devices.

How It Works

Setting up image extensions in the 2026 Google Ads interface:

1. Navigate to Ads & assets > Assets and select Image
2. Upload images — provide at least 1 square and 1 landscape image (3+ of each recommended)
3. Google reviews images — each image goes through an approval process checking quality and policy compliance
4. Dynamic selection — Google chooses which image to show per auction based on relevance, performance history, and available ad space
5. Performance monitoring — review individual image performance to identify top performers and replace underperformers

Image content guidelines:

Allowed	Not Allowed
Product photos	Text overlays or logos dominating the image
Service imagery	Blurry or low-quality images
Lifestyle photos	Collages or composite images
Brand visuals	Blank or solid-color images
Relevant scenes	Sexually suggestive content

Google also creates dynamic image assets automatically by scanning your landing page for relevant images. You can opt out of these in your account settings if you prefer full control over which images appear.

Practical Example

A premium cookware retailer adds image extensions to their Search campaigns:

Images uploaded:

• Square: Professional photo of copper cookware set on marble countertop
• Square: Close-up of non-stick pan surface with food
• Square: Kitchen scene with multiple cookware pieces in use
• Landscape: Full cookware collection arranged on kitchen shelf
• Landscape: Lifestyle shot of chef using the product

Performance over 60 days:

Metric	Without Image Ext.	With Image Ext.	Change
Impressions	65,000	65,000	—
CTR	4.9%	6.3%	+29%
Clicks	3,185	4,095	+910
CPC	$1.85	$1.72	-7%
Conversions	191	278	+46%
Conv. rate	6.0%	6.8%	+13%
Revenue	$38,200	$57,340	+50%

Individual image performance:

Image	Impressions	CTR	Performance
Copper set on marble	22,000	7.1%	Best
Lifestyle chef shot	18,000	6.5%	Good
Collection on shelf	14,000	5.8%	Good
Close-up pan surface	8,000	5.2%	Low
Kitchen scene in use	3,000	4.9%	Low

The styled product photo (copper on marble) outperformed all others, validating that aspirational product imagery resonates more than utilitarian close-ups. Action: replace the two “Low” performers with new styled product photos.

Why It Matters

Image extensions address a fundamental limitation of Search advertising: text alone cannot convey visual appeal. For products where appearance matters — fashion, food, home decor, travel, real estate — an image communicates value instantly in a way that 30-character headlines cannot.

The competitive advantage is also significant. When your ad includes an image and competitors’ ads do not, your ad commands more visual real estate and attention. As image extensions become more widely adopted, not using them puts your ads at a visual disadvantage. Combine image assets with comprehensive Ad Extensions like Sitelinks and Callout Extensions to create the most prominent and informative ad possible on the search results page.