Google Ads Character Limits

Make the most of your Google Ads character space by using character limits strategically to create engaging ads with short, engaging headlines, compelling descriptions, and relevant URLs. Take this opportunity to cover the character limits for different Google Ads ad types.

Google Ads Character Limit Elements
A typical Google Ads search ad consists of three main elements:
Title
Display URL
Description

As an advertiser, it is important to adhere to the Google Ads ad character limits.
Title

Your headline text is what people pay the most attention to, so it’s important to use words that match what people search for on Google. Text search ads include three headlines, up to 30 characters each, that showcase your product or service. Headlines are separated by vertical bars (“|”) and may vary depending on the viewer’s device.

Display URL

The display URL, usually shown in green, shows your website address. It is made up of the domain name in the final URL and the text in the optional “path” fields. These fields are designed to give ad viewers a clearer idea of ​​where they will be directed if they click on your ad. The text in the path does not have to be in the same language as the one used in the display URL.

Description

Google Ads allows up to 90 characters per description field, which is a very generous character limit that allows for good control over the messaging of your ad.

Google Ads character limits for each ad type

Google Ads has character limits for all ad types.

Google Search Ads character limits Search ads can have up to three headlines, two descriptions, and ad extensions.

Depending on the user’s device, the third headline and second description may not be visible.

Responsive search ads

Google uses machine learning to mix and match multiple headlines and descriptions to create the best ad. Instead of creating multiple text ads, create one responsive search ad and let Google automatically create different versions. This helps save time and improve performance.
Headline: 30 characters (max 15)
Description: 90 characters (max 4)
Display URL path: 15 characters (max 2)

Call-only ads

Google call-only ads focus on driving phone calls rather than website clicks. These ads typically include a headline, description, and business phone number. The goal is to encourage direct phone interaction with potential customers.
Display URL path: 15 characters
Headline: 30 characters (max 2)
Company name: 25 characters
Description: 90 characters (max 2)

Ad extensions (extensions)

Ad extensions give searchers more information about your business. They can take many forms, such as a website link, callout, structured snippet, call button, or location details. Ad extensions don’t count toward your character limit, but can enhance your ad’s performance.

Additional links

Sitelinks are links below the main ad in Google Search. They direct users to specific pages on your website. Sitelinks increase visibility and can increase click-through and conversion rates.
Title: 30 characters
Description: 25 characters

Extensions

Tiện ích chú thích làm nổi bật các tính năng hoặc lợi ích chính của sản phẩm dưới dạng cụm từ ngắn xuất hiện bên cạnh bản sao quảng cáo của bạn. Họ cung cấp thông tin có giá trị giúp doanh nghiệp của bạn trở nên khác biệt. 25 ký tự

tóm tắt có cấu trúc

Structured snippets are extra details in Google Search ads. They highlight specific aspects of your product or service. These snippets appear in a list format below the ad copy. You can use structured snippets to showcase your products and make your ads more appealing to potential customers.
25 characters

YouTube ad character limit

YouTube ads usually appear as pre-roll ads before a video starts. The most common type is mid-roll ads. These ads play automatically and can be skipped after a few seconds. They allow businesses to reach a wide YouTube audience and grab attention before the main video starts.
Display URL path: 15 characters
Call to action: 10 characters
Title: 15 characters
Long title: 90 characters
Description: 70 characters

Google display ad text limits
Character limits for display ads vary by format.

Responsive display ads

Submit assets for responsive display ads (images, headlines, logos, videos, and descriptions). Google will then generate ad combinations for sites, apps, YouTube, and Gmail. These responsive ads can be used in display campaigns to maximize reach and engagement.
Company name: 25 characters
Title: 30 characters
Long title: 90 characters
Description: 90 characters

Maximum performance ads

Maximize Performance campaigns in Google Ads are designed to help performance advertisers maximize their inventory across all Google platforms. They work in conjunction with keyword-based search marketing campaigns to reach converting consumers on YouTube, Display, Search, Discovery, Gmail, and Maps. Maximize Performance campaigns use smart bidding and automation to optimize performance across channels in real time, resulting in better conversions and value.
Title: 30 characters (max 5)
Description: 90 characters (max 5)
Company name: 25 characters

Demand generation ads