Google’s Performance Max (PMax) campaigns now support vertical 9:16 image ads, bringing the popular mobile-friendly format to the platform’s most automated campaign type.

What’s new. Google Ads specialist Thomas Eccel spotted the update, noting that vertical “Story Image Ads” – first seen in Demand Gen campaigns earlier this year – are now available in PMax.

Screenshot 2025 10 14 At 18.35.32Screenshot 2025 10 14 At 18.35.32

Specs at a glance:

  • Minimum size: 600×1067 (recommended: 1080×1920)
  • Maximum file size: 5MB
  • Google hasn’t officially confirmed where these will serve, though in Demand Gen, they appear in YouTube Shorts Image placements.

Why we care. Vertical 9:16 images let PMax campaigns fit naturally into mobile-first environments like YouTube Shorts, where user attention is highest. Experts say this update goes beyond creative specs. As Phil Byrne, founder of Positive Sparks Marketing LTD, noted, it’s about “meeting users where they naturally consume content.”

With Shorts, Reels, and TikTok dominating mobile engagement, vertical formats are key to maintaining attention and relevance.

The bigger picture. Mike Ryan, head of ecommerce insights at Smarter Ecommerce, added that PMax is already monetizing YouTube Shorts through “GMC Image Shorts,” which display multiple product images for remarketing and personalization – a sign that Google is leaning deeper into short-form, shoppable media.

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Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more. In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.


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Last Update: October 14, 2025