Google Ads Character Limits 2026: Every Ad Type Explained
Updated 2026-03-21 · 10 min read
Quick Answer
Google Ads headlines are limited to 30 characters each (up to 15 headlines). Descriptions are 90 characters each (up to 4 descriptions). 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 5) |
| 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.
Try It Free — No Sign Up
Paste your text and get instant word count, reading time, and readability score.
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.