Google Ads Character Limit (2026) | Headlines, Descriptions, Paths & RSAs

Published: April 2026 | Last Updated: April 2026

Quick Answer

Google Ads headlines are limited to 30 characters each, and descriptions are limited to 90 characters each. Responsive Search Ads allow up to 15 headlines and 4 descriptions.

All Google Ads Character Limits

Ad Element	Character Limit	Notes
Headline	30	Up to 15 headlines per RSA
Description	90	Up to 4 descriptions per RSA
Display Path	15 each	Two path fields in the display URL
Sitelink Title	25	Clickable link text in sitelink extensions
Sitelink Description	35	Per line; 2 description lines available
Callout Extension	25	Short highlight text
Structured Snippet Value	25	Each value in structured snippet extensions
Call-to-Action (PMax)	10	Short CTA text for Performance Max
Long Headline (PMax)	90	Used in Performance Max and Display campaigns
Business Name	25	Your business name in Performance Max

Tips for Google Ads Copy

30 characters is tight. Headlines need to be punchy. Use abbreviations where natural (“&” instead of “and”, numbers instead of words).
Include keywords in headlines. Google bolds matching search terms in ad copy, increasing click-through rates.
Use all 15 headline slots in RSAs. The more variations you provide, the better Google can optimise your ad combinations.
Descriptions should include a CTA. With 90 characters, you have room for a benefit + call-to-action.
Test your ad copy length. Use our character counter to make sure every headline and description fits before uploading to Google Ads.

Check Your Character Count

Draft your Google Ads headlines and descriptions in our free word counter tool. Check character counts instantly — no Google Ads account needed.

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Paste your text into our free word counter tool to instantly count words, characters, sentences, paragraphs and pages.

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Frequently Asked Questions

What is the Google Ads headline character limit?

Google Ads headlines are limited to 30 characters each. Responsive Search Ads allow up to 15 headlines per ad.

What is the Google Ads description character limit?

Google Ads descriptions are limited to 90 characters each. Responsive Search Ads allow up to 4 descriptions per ad.

How many headlines can a Responsive Search Ad have?

RSAs support up to 15 headlines (30 characters each) and 4 descriptions (90 characters each). Google automatically tests different combinations.

What is the Google Ads display URL path limit?

Each display URL path field is limited to 15 characters. You get two path fields, so your display URL reads: example.com/path1/path2.

Do spaces count in Google Ads character limits?

Yes. Spaces count as characters in all Google Ads fields including headlines, descriptions, and extensions.

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Google Ads Character Limit