Complete and up-to-date character limits for every Google Ads element. Use the free character counter below to check your content before posting.
Quick Answer
Google Ads headlines are limited to 30 characters. Descriptions are 90 characters. Display URL path fields are 15 characters each. All limits are per field.
Responsive Search Ads (RSA): up to 15 headlines of 30 characters each and up to 4 descriptions of 90 characters each. Google mixes and matches these combinations to find the best performers. You should provide at least 10 headlines and 3 descriptions.
Display URL paths: 15 characters each (2 paths). Sitelink titles: 25 characters. Sitelink descriptions: 35 characters per line (2 lines). Callout extensions: 25 characters. Structured snippet values: 25 characters each.
Performance Max headlines: 30 characters (up to 5). Long headlines: 90 characters. Descriptions: 90 characters (up to 5). These limits apply across Search, Display, YouTube, Gmail, Discover, and Maps placements.
Writing Google Ads Headlines That Convert
You have 30 characters per headline. At roughly 5-6 words, every word must justify its existence. 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 characters) outperforms "Buy Products From Our Store" (28 characters) because it has a benefit (free shipping) and urgency (today only). The keyword can be implied by the ad group targeting.
Write at least 10 headline variations. Include 3 with your primary keyword, 3 with benefits, 2 with calls to action, and 2 with unique selling propositions. Google will test combinations and surface the winners.
Writing Descriptions That Close
Each description gets 90 characters — about 15-18 words. Front-load the value proposition. Google may truncate descriptions on mobile or certain placements. If only the first 60 characters show, your message must still be complete.
"Join 50,000+ customers. Free trial, no credit card. Start now." — that is 62 characters and it packs three compelling elements: social proof, risk removal, and a CTA.
Do not repeat headline content in the description. The description should expand on the promise. If the headline says "Free CRM Software," the description should say what makes it different: "Unlimited contacts. Built-in email. Set up in 5 minutes."
Ad Extensions: Hidden Character Opportunities
Sitelinks add 4-6 additional links below your ad, each with a 25-character title. These are free extra real estate. "Pricing Plans" (14 chars), "Free Trial" (10 chars), "Case Studies" (12 chars) — each one is a separate click opportunity.
Callout extensions get 25 characters each. Use them for features and benefits that do not fit in the main ad: "24/7 Support," "No Long-Term Contract," "Money-Back Guarantee." You can add up to 20 callouts; Google shows 2-6 based on device and ad placement.
Structured snippets let you list specific items under a category header. Product types, brands, neighborhoods, course types — each value gets 25 characters. "Beginner | Intermediate | Advanced" for a course provider, for example.