Google Ads enforces strict character limits on every text field. The two you will hit most often: headlines are limited to 30 characters and descriptions to 90 characters in responsive search ads. Go one character over and the editor refuses the asset.
Below is a complete reference for search ads and the most common assets, plus tips for writing within the limits. Draft your copy in the Character Counter to see the exact length as you type — spaces and punctuation count.
Responsive search ads (RSA)
| Field | Character limit | How many you can add |
|---|---|---|
| Headline | 30 | 3 required, up to 15 |
| Description | 90 | 2 required, up to 4 |
| Display path (each) | 15 | 2 fields |
| Final URL | No practical limit for normal URLs | 1 per ad |
Google mixes and matches your headlines and descriptions, showing up to three headlines and two descriptions at a time. Each asset must therefore make sense on its own and in any combination.
Assets (formerly extensions)
| Asset | Field | Character limit |
|---|---|---|
| Sitelink | Link text | 25 |
| Sitelink | Description line 1 and 2 | 35 each |
| Callout | Text | 25 |
| Structured snippet | Each value | 25 |
| Business name | Name | 25 |
| Promotion | Item | 20 |
| Price | Header | 25 |
| Price | Description | 25 |
Responsive display ads
| Field | Character limit |
|---|---|
| Short headline | 30 |
| Long headline | 90 |
| Description | 90 |
| Business name | 25 |
Characters that count double
For languages written with double-width characters — Chinese, Japanese and Korean — each of those characters counts as two toward the limit. A Japanese headline therefore holds about 15 characters, not 30. Plan localized copy with that in mind instead of translating English copy word for word.
What counts toward the limit
- Spaces count. "Free Shipping" is 13 characters, not 12.
- Punctuation counts, including the exclamation mark — and Google only allows one exclamation mark per ad, never in headlines.
- Dynamic insertion placeholders such as
{KeyWord:Running Shoes}are measured by the default text ("Running Shoes"), and the inserted keyword must also fit, or Google falls back to the default. - Countdown and location insertion are measured by the text they will show.
Writing headlines that fit in 30 characters
Thirty characters is roughly four or five words. Some approaches that work well:
- Lead with the keyword or offer. "Running Shoes 40% Off" (21) beats "Get Great Deals On Shoes" (24) because it is specific.
- Use numbers. "Free 2-Day Delivery" (19), "4.8★ From 12,000 Reviews" (24).
- Cut filler words. "We Offer The Best Prices" → "Lowest Price Guarantee" (22).
- Write a mix of lengths. Some very short headlines (10–15 characters) give Google more combinations that fit on small screens.
- Vary the angle. Include headlines about the product, the benefit, proof (reviews, awards), the offer and a call to action, rather than 15 rewrites of the same idea.
Writing descriptions in 90 characters
Use descriptions for what headlines cannot fit: detail, proof and a call to action.
Waterproof trail shoes with free returns. Order by 3 pm for same-day dispatch. Shop now.
That example is 88 characters. A good structure is benefit + proof or detail + action.
Display path tips
The two 15-character path fields appear after your domain, like example.com/Running-Shoes/Sale. They do not need to match a real URL, so use them to repeat the keyword or the offer. Words joined with hyphens are easier to read than run-together text.
Checking a whole batch of ads
If you write ads in a spreadsheet before uploading, add a length check next to each column:
=LEN(B2)
…and conditional formatting with =LEN(B2)>30 for headlines or =LEN(B2)>90 for descriptions. Our guide to counting characters in Excel has more formulas. For single ads, paste the copy into the Character Counter.
Frequently asked questions
What is the character limit for Google Ads headlines?
30 characters per headline in responsive search ads, including spaces.
How long can a Google Ads description be?
90 characters per description, and you can add up to four.
Do spaces count in Google Ads character limits?
Yes, spaces and punctuation count toward every limit.
Why does my Japanese headline exceed the limit at 16 characters?
Chinese, Japanese and Korean characters count as two each, so a 30-character limit allows about 15 of them.
Final takeaway
Remember 30 / 90 / 15 / 25: headlines, descriptions, display paths, and most asset text. Write several short, distinct variations, keep the keyword or offer up front, and check every line in the Character Counter before uploading.