The Ultimate Google Ads Character Limit Guide (Updated for 2022)
  • March 10, 2022
  • PPC

The Ultimate Google Ads Character Limit Guide (Updated for 2022)

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

Expanded Text Ad Character Counter

Expanded Text Ad Character Counter

Google Ads Responsive Search Ads Character Count

 

To the searcher, a responsive search ad looks identical to an expanded text ad. The main difference is the ability to add multiple headlines and descriptions. Google will then automatically mix and match them using machine learning, to make the best ad it thinks will perform at that moment. So instead of creating multiple expanded text ads as best practice, you can just create one single responsive search ad and let Google automatically come up with variations.

Headline (up to 15) – 30 Characters

Description (up to 4) – 90 Characters

Display URL Path (up to 2) – 15 Characters

Responsive Search Ad Character Counter

Responsive Search Ad Character Counter

Google Call Only Ad Character Count

 

As the name suggests, this type of ad can only be used to drive phone calls and not clicks to your website. Call-only ads are shown on mobile devices when searchers are looking to call a business instead of going to their website. They usually consist of a headline, description, and business phone number.

Display URL Path – 15 Characters

Headline (Up to 2) – 30 Characters

Business Name – 25 Characters

Description (up to 2) – 90 Characters

Google Call Only Ad Character Counter

Google Call Only Ad Character Counter

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

 

YouTube ads are usually shown as a pre-roll right before the actual video starts. There are several types of YouTube ads, but the most common one is the in-stream ad.

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!

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by albert somlith
About author
Albert Somlith

Co-Founder of PPC Ad Editor. I am a leader in digital marketing, specializing in strategic planning, implementation, and optimization.