Google Ads Character Limits 2026: Every Ad Type Explained
Updated October 2026 · 10 min read
Quick Answer
Google Ads responsive search ad headlines are limited to 30 characters each (up to 15 headlines, minimum 3). Descriptions are 90 characters each (up to 4, minimum 2). Each of the two display path fields allows 15 characters, and callout assets allow 25 characters (12 in Chinese, Japanese and Korean). Source: Google Ads Help, checked October 2026. Responsive search ads use multiple headlines and descriptions that Google mixes and matches for optimal performance.
Google Ads Character Limits — Every Ad Type (2026)
| Ad Component | Character Limit |
|---|---|
| Headline (Responsive Search) | 30 characters each (up to 15) |
| Description (Responsive Search) | 90 characters each (up to 4) |
| Display URL Path | 15 characters each (2 paths) |
| Sitelink Title | 25 characters |
| Sitelink Description | 35 characters each (2 lines) |
| Callout Extension | 25 characters |
| Structured Snippet Values | 25 characters each |
| Call Ad Headline | 30 characters |
| Call Ad Description | 90 characters |
| Performance Max Headline | 30 characters (up to 15) |
| Performance Max Long Headline | 90 characters |
| Performance Max Description | 90 characters (up to 5) |
| YouTube Ad Headline | 15 characters (overlay) |
| YouTube Ad Description | 70 characters |
How to Write Google Ads Headlines That Convert
You have 30 characters to convince someone to click. Every character counts. The highest-performing headlines share three traits: they include the search keyword, they promise a specific benefit, and they create urgency. "Free Shipping Today Only" (24 chars) outperforms "Buy Products From Our Store" (28 chars) every time.
Write at least 10-15 headline variations for responsive search ads. Google tests different combinations and learns which perform best for different queries. Include at least 3 headlines with your primary keyword, 3 with benefits, 3 with calls to action, and 2-3 with unique selling propositions.
Description Line Best Practices
Your 90-character descriptions should expand on the headline promise. Include specific numbers, social proof, and a clear call to action. "Join 50,000+ customers. Free trial, no credit card required. Start in 2 minutes." packs three compelling elements into 87 characters.
Front-load the most important information. Google may truncate descriptions on mobile or in certain ad placements. If only the first 60 characters show, your core message must still be clear and compelling.
Performance Max vs Search Ads
Performance Max campaigns use the same character limits as responsive search ads but distribute across more placements (Search, Display, YouTube, Gmail, Discover, Maps). This means your copy must work across different contexts. A headline that works in Search may feel odd in a Display banner.
For Performance Max, write headlines that make sense standalone (not dependent on search context). "Save 40% on Home Insurance" works everywhere. "Best Rates Near You" only makes sense in a search context.
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Open Word Counter →Frequently Asked Questions
What is the Google Ads headline character limit?
Google Ads headlines are limited to 30 characters each. Responsive search ads allow up to 15 headlines. Google tests different combinations to find the best performers.
What is the Google Ads description character limit?
Google Ads descriptions are limited to 90 characters each. Responsive search ads allow up to 4 descriptions. Front-load important information in case text is truncated.
How many headlines should I write for responsive search ads?
Write 10-15 headlines for best results. Google recommends at least 8. Include keyword-focused, benefit-focused, and CTA-focused variations. More headlines give Google more combinations to test.
Do spaces count toward the character limit?
Yes, spaces count as characters in Google Ads. A 30-character headline includes all letters, numbers, spaces, and punctuation. Use abbreviations and concise phrasing to maximize your character allowance.
Google Ads character limits for every ad type, 2026
| Ad type | Field | Limit | Count |
|---|---|---|---|
| Responsive search ad | Headline | 30 characters | Up to 15 (3 minimum) |
| Responsive search ad | Description | 90 characters | Up to 4 (2 minimum) |
| Responsive search ad | Display path | 15 characters each | 2 |
| Responsive display ad | Short headline | 30 | Up to 5 |
| Responsive display ad | Long headline | 90 | 1 |
| Responsive display ad | Description | 90 | Up to 5 |
| Responsive display ad | Business name | 25 | 1 |
| Performance Max | Headline | 30 | Up to 15 |
| Performance Max | Long headline | 90 | Up to 5 |
| Performance Max | Description | 90 | Up to 5 |
| Demand Gen | Headline | 40 | Up to 5 |
| Demand Gen | Description | 90 | Up to 5 |
| Sitelink | Link text | 25 | Descriptions 35 each, 2 lines |
| Callout | Text | 25 | Up to 20 callouts |
| Structured snippet | Value | 25 | 3 to 10 values per header |
| Call asset | Phone number | Full number |
Limits from Google Ads Help as of October 2026. Double-width characters (CJK) count as 2, so a Japanese headline holds 15. Expanded text ads were retired in June 2022 and can no longer be created.
Worked example: a headline set that uses the room
Headlines for a word counter tool: "Free Word Counter Online" (24), "Count Words and Characters" (26), "No Sign-Up, Instant Results" (27), "Paste Text, Get the Count" (25), "Works on Any Device" (19). All under 30, each a complete thought, no two saying the same thing, which is what Google's ad strength score rewards. Pin one headline to position 1 only when the brand or the offer must always show; pinning every slot drops ad strength to "Poor". Descriptions: "Count words, characters, sentences and reading time in one click. Free and private." is 83 characters and fits with room for a call to action.
What happens at the limit
The editor blocks saving a field that is over, so an over-length headline never serves; the risk is the other way, headlines that are cut short to fit and lose the verb. Write the 30-character version first, then check it with the character counter on this site before pasting, because the Google editor counts spaces and punctuation the same way but does not show the count until the field is focused. Punctuation rules bite harder than length: no exclamation marks in headlines, no repeated punctuation, no ALL CAPS beyond acronyms, and the policy reviewer rejects "Best" and "#1" without proof on the landing page.
Why fewer, better assets beat 15 headlines
Google serves combinations and reports which assets are "Best", "Good" or "Low". Five to eight distinct headlines with two or three keywords among them produce more Best ratings than 15 near-duplicates, and Low-rated assets drag the whole ad down. The keyword density tool on this site helps check that the target term appears in at least two headlines and one description, which is the threshold Google's ad strength checker uses for "Add your keywords".
A checking routine before upload
Write all assets in a spreadsheet with one column for the text and one for the length, or paste each into the character counter on this site, before opening Google Ads. Check every headline is under 30, every description under 90, no two headlines share the same first three words, at least two headlines contain the keyword, and no headline ends with punctuation that will look wrong when Google combines it with another. Then upload. Review the ad strength indicator; "Good" or "Excellent" is the target, and the panel tells you which of the four factors (more headlines, unique headlines, keywords, popular keywords) is missing. Five minutes of counting beats a disapproved ad that sits unnoticed for a week.