
- March 10, 2022
- PPC
The Ultimate Google Ads Character Limit Guide (Updated for 2023)
Google Ads Character Count Guide
As a paid search marketer, it’s important to stay within Google’s character count for your ad copy. That’s why we’ve created this Google Ads Character Count Checker guide. With this guide, you can check if your text is within the character limits for text ads, responsive display ads, YouTube ads, and call-only ads.
Search Ads
Google Ads Expanded Text Ads Character Count
This ad type is probably the most common ad you will see on Google.com. It consists of up to 3 headlines, 2 descriptions, and ad extensions. Please note that depending on the searcher’s device, the 3rd headline and 2nd description may not show at all. We strongly recommend including text that has to be displayed at all times in headlines 1/2 and description 1.

Google will no longer allow you to create new expanded text ads starting in June 2022 so create them now while you still can.
- Headline (up to 3) – 30 Characters
- Description (up to 2)- 90 Characters
- Display URL Path (up to 2) – 15 characters
Google Ads Character Count Guide
In the dynamic world of online advertising, mastering Google Search Ads is a must. A well-crafted Google Ads copy can make the difference between a click that converts and a missed opportunity. However, creating the perfect ad copy is not just about writing compelling content; it’s also about adhering to the Google Ads specifications, especially the character length.
One of the critical components of Google Ads is Responsive Display Ads. These ads automatically adjust their size, appearance, and format to fit available ad spaces. However, responsive display ads also come with their own specific character length restrictions. Google has set character limits to ensure a uniform experience across different devices and screen sizes. Understanding responsive display ads specs will help you create engaging and compliant ads that appeal to your target audience.
But, how do you keep track of character length across different ad formats? This is where a character checker comes in handy. A character checker is a tool that helps you ensure your ad copy complies with the Google Ads character limit. This tool is beneficial as you can avoid lengthy revision processes or rejection of your ad copy by Google for exceeding the character limit.
The Google Ads character length requirements differ for each ad format. For instance, for responsive display ads, the short headline can be up to 30 characters, the long headline can be up to 90 characters, and the description can be up to 90 characters. For Google Search Ads, the character limits are a bit different. A typical search ad has three headlines of up to 30 characters each, two descriptions of up to 90 characters, and the display URL, which includes two optional “Path” fields of up to 15 characters each.
Creating the right Google ad copy is a balance between conveying your message effectively and adhering to the character length requirements. A good practice is to write concise, compelling ad copy while checking character lengths continuously using the character checker. By doing so, you can ensure that your message gets across without breaching any Google Ads rules.
Understanding the specifics of responsive display ads specs, character length, and the use of a character checker are essential aspects of creating effective Google Ads copy. By mastering these, you can optimize your Google Search Ads and potentially improve your overall ad performance. Remember, the secret to a successful ad campaign is creating compelling ad copy while staying within the rules set by the ad platform.
Search Ads
Google Ads Expanded Text Ads Character Count

- Headline (up to 3) – 30 Characters
- Description (up to 2)- 90 Characters
- Display URL Path (up to 2) – 15 characters
Google Ads Responsive Search Ads Character Count

- Headline (up to 15) – 30 Characters
- Description (up to 4) – 90 Characters
- Display URL Path (up to 2) – 15 Characters
Google Call Only Ad Character Count

- Display URL Path – 15 Characters
- Headline (Up to 2) – 30 Characters
- Business Name – 25 Characters
- Description (up to 2) – 90 Characters
Ad Extensions
Ad extensions are additional pieces of information that you can add to your ad to provide searchers with more context about your business. They can be in the form of site links, callouts, structured snippets, call buttons, or location. Ad extensions are not counted as part of your character count but we still recommend using them to improve
Sitelink Ad Extension Character Count

- Headline – 30 Characters
- Description – 25 Characters
Callout Ad Extension Character Count

- Call out – 25 Characters
Structured Snippet Values Character Count

- Values – 25 Characters
YouTube Ads

- Display URL Path – 15 Characters
- Call to Action – 10 Characters
- Headline – 15 Characters
- Long Headline – 90 Characters
- Description – 70 Characters
Display Ads
Google Ads Responsive Display Ad Character Count
Upload your assets (images, headlines, logos, videos, and descriptions) with responsive display ads and Google will automatically generate ad combinations for websites, apps, YouTube, and Gmail. Responsive display advertisements may be used in Display campaigns.

- Business Name – 25 Characters
- Headline – 30 Characters
- Long Headline – 90 Characters
- Description – 90 Characters
Performance Max Ads
The new Performance Max goal-based campaign is a completely fresh take on Google Ads that allows performance advertisers to use all of their Google Ads inventory from a single campaign. It’s intended to work in tandem with your keyword-based Search marketing efforts to help you reach more converting consumers across all of Google’s platforms, including YouTube, Display, Search, Discover, Gmail, and Maps. Performance Max helps you optimize performance in real-time and across channels to achieve more conversions and value by taking into account your specified conversion goals. Performance Max uses Smart Bidding to evaluate campaign performance in real-time and across channels, optimizing performance at the same time as it includes Google’s automation technologies such as bidding, budget optimization, audiences, creatives, attribution, and more.

- Headline (up to 5) – 40 Characters
- Descriptions (up to 5) – 90 Characters
- Business Name – 25 Characters
Discovery Ads
The Google Discovery ads that you see on the YouTube app, the Google app, and the Gmail app are visually appealing, customized advertisements that appear in Google’s feeds. They’re designed to appeal to people at just the right moment when they’re ready to learn about new things and services.

- Headline (up to 5) – 40 Characters
- Descriptions (up to 5) – 90 Characters
- Business Name – 25 Characters
In conclusion, the new Google Ads character count tool is a great way to make sure your ad copy fits within the guidelines for all of Google’s advertising platforms. Use this tool to create ads that are both effective and compliant!
Co-Founder of PPC Ad Editor. I am a leader in digital marketing, specializing in strategic planning, implementation, and optimization.