Google Ads character limits
Responsive search ads, the standard text ad format in Google Ads, are built from separate headlines and descriptions that Google mixes and matches. Each piece has its own limit:
| Ad element | Character limit | How many |
|---|---|---|
| Headline | 30 | 3 to 15 per ad; up to 3 shown at once |
| Description | 90 | 2 to 4 per ad; up to 2 shown at once |
| Display URL path | 15 | Up to 2 paths, shown after your domain |
| Sitelink text | 25 | Per sitelink asset |
| Callout | 25 | Per callout asset |
In double-width languages such as Chinese, Japanese and Korean, each character counts as two, so a headline fits 15 of those characters. For sitelinks and callouts, the limit in those languages is 12 characters.
Limits last checked against Google Ads Help in September 2026.
How Google counts characters
- Spaces and punctuation count. "Free Shipping" is 13 characters, not 12.
- Accented letters count once. "Café" is 4 characters.
- Double-width characters count twice. 日本語 is 3 characters but uses 6 of your 30.
- Keyword insertion counts the default text. In
Buy {KeyWord:Running Shoes} Online, only "Buy Running Shoes Online" (24 characters) counts. If the inserted keyword would be too long, Google shows the default text instead.
This counter follows the same rules, so the numbers you see match what Google Ads will accept.
How to use this counter
- Type or paste your headlines and descriptions. Counters turn amber within three characters of the limit and red when you go over.
- Read the notes under each field. Red notes are problems that would stop the ad from being accepted; amber notes are common reasons for disapproval worth checking.
- Watch the preview. Switch between mobile and desktop, and use Show another combination to see how different headlines read together.
- Export. Copy the ad text for a document or client approval, or use Copy for Ads Editor to paste everything into Google Ads Editor in one go.
Your draft is saved in this browser automatically, so you can close the tab and come back later.
Writing headlines that fit in 30 characters
Thirty characters is roughly four or five words. Cutting filler usually improves a headline as well as shortening it:
| Too long | Fits |
|---|---|
| Get Free Shipping on All Orders Today 37 | Free Shipping on All Orders 27 |
| Professional Plumbing Services Available in London 50 | London Plumbers, Open 24/7 26 |
| Save Up to Fifty Percent on Running Shoes 41 | Running Shoes: Up to 50% Off 28 |
| Book Your Free Consultation With Our Experts Now 48 | Book a Free Consultation 24 |
- Use numerals and symbols: "50%" instead of "fifty percent", "&" instead of "and", "24/7" instead of "all day, every day".
- Drop words that add nothing, like "available", "services", "now" and "our".
- Make each headline work on its own. Google shows headlines in any order, so avoid headlines that only make sense after another one.
- Mix headline types so Google has real choices to test:
| Type | Example |
|---|---|
| Keyword | Trail Running Shoes 19 |
| Offer | Free Shipping Over $50 22 |
| Call to action | Try It Free for 30 Days 23 |
| Proof | Rated 4.8/5 by 12,000 Users 27 |
| Urgency | Order by 3pm, Ships Today 25 |
| Brand | Official Site 13 |
Writing descriptions
Descriptions give you 90 characters to add the detail headlines can't: what makes you different, key features, proof, and a clear next step. Because Google may show any two descriptions together, or only one, each should make sense alone. Put the most important point in the first half, since some placements show less text.
Google Ads text policies this tool checks
Google's editorial policy requires ads to be clear and professional. These are the most common reasons text ads get disapproved:
- Repeated punctuation or symbols, like "Sale!!" or "Why wait??".
- Emojis and unsupported characters.
- Decorative symbols used as bullets, stars or arrows. Normal symbols used normally, like "5* hotel" or "$50", are fine.
- Non-standard capitalization, such as "FREE" or "BUY NOW", unless it's an acronym, a brand name or a coupon code.
- Gimmicky spacing, including double spaces or spaces between letters.
- Unnecessary repetition of the same words or phrases across headlines and descriptions.
The tool also cautions against exclamation marks in headlines. Keeping exclamation marks to one, in a description, is the safest approach.
Pinning headlines
Pinning fixes a headline or description to a position, for example making sure your brand always appears as Headline 1. Headlines pinned to position 1 or 2, and descriptions pinned to position 1, always show. Google recommends pinning sparingly: every pin reduces the combinations it can test and usually lowers Ad Strength. Pin only what must appear, such as required legal text, and consider pinning two or three alternatives to the same position rather than one.
Ad Strength
Ad Strength is Google's rating, from Poor to Excellent, of how much useful variety your ad gives the system to work with. It rewards more headlines and descriptions, unique wording rather than near-duplicates, and your keywords appearing in the text. Ad Strength is guidance for writing better ads, not a direct factor in the ad auction, but ads with more good options tend to perform better over time.
Pasting into Google Ads Editor
Copy for Ads Editor copies a header row and your ad as tab-separated values, with Google Ads Editor's column names (Headline 1–15, Description 1–4, Path 1, Path 2 and Final URL). In Ads Editor, select the ad group, open Make multiple changes for responsive search ads, paste the data, and check the preview before processing. Always review ads in Editor before posting them to your account.