Character limits the editor enforces

These are the editor's limits, not a promise about what Google, Meta, or LinkedIn will approve later.

How many headlines can a responsive search ad have?

A responsive search ad in the editor can have up to 15 headlines of 30 characters each, and up to 4 descriptions of 90 characters each.

Limits by format

Responsive search. 15 headlines at 30 characters. 4 descriptions at 90 characters.

Responsive display. 5 short headlines at 30. 1 long headline at 90. 5 descriptions at 90.

Performance Max. 15 short headlines at 30. 5 long headlines at 90. 5 descriptions at 90.

Demand Gen. 5 headlines at 40. 5 long headlines at 90. 5 descriptions at 90.

Meta single image or video. 5 primary texts at 125. 5 headlines at 40. 5 descriptions at 25.

Meta carousel. 5 primary texts at 125, shared by the cards. Up to 10 cards, each with a headline at 40 and a description at 25.

Meta story or reel. 5 primary texts at 125. It has no headline or description.

LinkedIn single image or video. Headline max 200, recommended 70. Description max 300, recommended 100. Introductory text max 600, recommended 150.

LinkedIn carousel. 2 to 10 cards. Card headline 45. Card description 70. Introductory text max 600, recommended 150.

YouTube. 5 headlines at 30. 1 long headline at 90. 5 descriptions at 90.

Sitelink text is 25. Each sitelink description line is 35. Callout text is 25.

How long can Meta primary text be? The character limit

Meta primary text can be up to 125 characters in the editor, on a single image or video ad, a carousel, and a story or reel. You can write up to 5 primary texts. The field stops at 125, so a longer paste is cut off there.

Does the character limit guide on your website match the editor?

Yes, for the Google formats the editor builds. The Google Ads character limit guide on ppcadeditor.com lists the same figures: responsive search headlines at 30 and descriptions at 90, sitelink text at 25 with two description lines at 35, callouts at 25, Performance Max headlines at 30 with long headlines at 90, Demand Gen headlines at 40, and YouTube headlines at 30 with descriptions at 90. Demand Gen is the format Google used to call Discovery.

The guide also lists Google call-only ads. Call-only ads are not a format in the editor. To show a phone number on a search ad, add a call asset with Add Call Extension in the asset library.

You do not need the guide while you write. Each field in the editor counts as you type, and most stop at the limit. The ones that let you keep typing turn red until you trim them.

How the counter works

Each field shows a count such as 28/30. It is grey while you are under the limit and turns red when you go over. On most fields, when you reach the limit exactly, a note under the field says so, such as Google Ads allows 30 characters for a headline.

Chinese, Japanese, and Korean characters, and other full-width characters, count as two. Most emoji count as one.

On LinkedIn, the count turns orange past the recommended length and red past the max.

Which fields can go over the limit

Most fields stop at the limit, including when you paste, so extra characters are not kept. A few let you keep typing, so you can see the whole line and trim it yourself. The field and its count turn red until you do:

• Responsive search headlines and descriptions.
• YouTube headlines, long headline, and descriptions.
• LinkedIn headline and description, and carousel card headline and description.

A description over the limit also shows a note such as Google Ads descriptions max out at 90 characters. This one is 95, so it can't be used as-is. Trim it, or use Suggest copy.

Display paths have no counter in the editor.