PPC basics
Ad format limits and policy basics for Google, Meta, LinkedIn and YouTube ads.
Reference
- Demand GenHow many headlines and characters does a Demand Gen ad take in PPC Ad Editor?
- LinkedIn ads in the editorWhat are the LinkedIn character limits in PPC Ad Editor? The LinkedIn headline limit in the editor is 200 characters, with 70 recommended, on a Single
- Meta ads in the editorSingle image or video. Up to 5 headlines at 40 characters, 5 descriptions at 25, and 5 primary texts at 125.
- Performance MaxIn the editor Performance Max allows 15 short headlines of 30 characters, 5 long headlines of 90, and 5 descriptions of 90.
- Policy basics the editor does not clearWill my ad be approved by Google if it looks right in PPC Ad Editor? Not necessarily.
- Responsive display adsWhat does a responsive display ad need in PPC Ad Editor? Up to 5 short headlines of 30 characters, 1 long headline of 90 characters, up to 5 descriptions
- Responsive search adsHow many headlines and descriptions can a responsive search ad have in PPC Ad Editor?
- YouTube ads in the editorHow many headlines does a YouTube ad take in PPC Ad Editor? Up to 5 headlines of 30 characters, 1 long headline of 90 characters, and 5 descriptions of 90
Common questions
Which Demand Gen ad types can I build?
At the top of the Demand Gen editor, pick one of three ad types:
Can I export Demand Gen to Google Ads Editor?
No. Demand Gen is a preview format. The editor shows no Export button for it, so it does not download as a Google Ads Editor file. Share the preview link with your client to review it, then build the campaign in Google Ads yourself.
Which call to action buttons can I pick?
Apply, Download, View Quote, Learn More, Sign Up, Subscribe, Register, Join, Attend and Request Demo. A new ad starts on Learn More.
Can I export a LinkedIn ad?
No. LinkedIn formats are preview formats, so the editor shows no Export button and does not produce a LinkedIn ad file. Share the preview link with your client, then build the ad in LinkedIn Campaign Manager yourself.
Can I export Performance Max to Google Ads Editor?
Yes, and images too small for the import are fixed for you. Click Export at the top right of the editor and pick Google Ads Editor (CSV). The download is a ZIP with the CSVs plus the images and logos on the ad. The images are sorted into landscape, square, and portrait folders to match the CSV, and an image smaller than Google's minimum for its shape is enlarged in the ZIP so the import accepts it. Logos are not enlarged. The editor does not submit the asset group to Google Ads. Posting it is a step you take in Google Ads Editor.
How do I add my video?
PPC Ad Editor plays your video in the preview. It does not upload it to YouTube or Google Ads.
What call to action options does a YouTube ad have?
Call to Action offers Learn more, Shop now, Sign up, Subscribe, Get quote, Apply now, Contact us, Download, Book now and See more.
What else can I set?
Duplicate lines are flagged as Duplicate headline or Duplicate description, and a counter turns red when a line is over its limit.
Can I export a YouTube ad?
No. YouTube is a preview format, so the editor shows no Export button and does not produce a YouTube ad file. Share the preview link for review, then set the campaign up in Google Ads yourself.