Picking the right ad format
Eight formats, each one optimized for a different placement and goal. Match the format to your message — don't just pick whatever's at the top of the dropdown.
The eight formats at a glance
- Search Text (responsive) — Top of search results. Highest intent. CPC-friendly.
- Native (responsive) — Blends with directory listings. Highest CTR for native.
- Leaderboard (728×90 / 320×50) — Banner above category pages. Standard IAB.
- Medium Rectangle (300×250) — Sidebar + in-feed. Most flexible inventory.
- Large Rectangle (336×280) — In-content placements. Higher engagement.
- Billboard (970×250 / 320×100) — Premium homepage units. Higher CPMs.
- Skyscraper (160×600) — Tall sidebar, desktop only. Brand recall.
- Mobile Banner (320×50) — Sticky bottom-of-screen on mobile.
For direct response (CPC, leads, calls)
Use Native or Search Text. Both have high CTR because they look like organic content. Less banner blindness. Direct path from impression to click.
For brand awareness (CPM, top-of-funnel)
Use Billboard, Leaderboard, or Skyscraper. Larger and more visual — your visual identity sticks even if no one clicks.
For mobile-heavy audiences
Native and Mobile Banner. Native because it scales beautifully on small screens. Mobile Banner because it's literally sticky to the bottom of the screen — every scroll, your ad's there.
💡 Pro tip
You can run multiple formats in one campaign. Add a Native ad, a Search Text ad, and a Medium Rectangle — the auction picks whichever wins each impression. Over a week, you'll see which format drives the most clicks per dollar in your category.
Image requirements
The text-only formats (Search Text and Native) work without an image. The visual formats (Leaderboard, Rectangles, Billboard, Skyscraper, Mobile Banner) require an image upload. Specs are shown in the campaign builder when you pick the format — we won't let you submit if the image is the wrong size.