| Field | Max characters |
|---|---|
| Headlines up to 15 | 30 |
| Descriptions up to 4 | 90 |
| Paths up to 2 | 15 |
Google Ads Character Limits: Headline & Description Length
Check your copy in the free character checker →Open the free character checker →| Field | Max characters |
|---|---|
| Headline | 25 |
| Description lines up to 2 | 35 |
| Field | Max characters |
|---|---|
| Callouts | 25 |
| Structured snippet values | 25 |
| Field | Max characters |
|---|---|
| Headlines up to 2 | 30 |
| Descriptions up to 2 | 90 |
| Business name | 25 |
| Path | 15 |
| Field | Max characters |
|---|---|
| Short headline | 30 |
| Long headline | 90 |
| Description | 90 |
| Business name | 25 |
| Field | Max characters |
|---|---|
| Headlines up to 15 | 30 |
| Long headlines up to 5 | 90 |
| Descriptions up to 5 | 90 |
| Business name | 25 |
| Field | Max characters |
|---|---|
| Headlines up to 5 | 40 |
| Descriptions up to 5 | 90 |
| Business name | 25 |
| Field | Max characters |
|---|---|
| Headline | 30 |
| Long headline | 90 |
| Description | 90 |
| Call to action | 10 |
DiscontinuedExpanded text ads. Google stopped new expanded text ads in June 2022.
Paste your ad copy and see which field is over
The free character checker counts each field against these limits.
Or build the ad in PPC Ad Editor. The headline counter turns red past 30 characters as you type.
Questions
What is the Google Ads headline character limit?
30 characters for a responsive search ad headline, and you can add up to 15. Performance Max headlines also allow 30, plus up to 5 long headlines of 90. Demand Gen headlines allow 40.
What is the Google Ads description character limit?
90 characters for a responsive search ad description, and you can add up to 4. Performance Max, Demand Gen and responsive display descriptions also allow 90.
Is a sitelink headline the same length as a sitelink description?
No. They are separate fields. A sitelink headline (Google calls it the link text) allows 25 characters, and each of its two description lines allows 35.