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.
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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.
Where this data comes from
The sources and check dates in this table come from one versioned data file — the place we record every check we make. The rest of this page, and the limits built into our tools, are still separate copies, so when we correct a figure we correct it in each place. This table is how we keep ourselves honest while we do.
We've checked some of these figures, not all of them yet
Some figures on this page have been checked against the platform's own documentation — those show a source and the date we checked. The rest came across from our older pages and haven't been checked yet, so they say so. We'd rather show you which is which than print a date we haven't earned.
Still to be checked against: Google Ads Help (support.google.com/google-ads) — "About responsive search ads"
| Field |
Limit |
Notes |
Source |
Last checked |
| Headline |
30 |
Up to 15 headlines per RSA |
https://support.google.com/google-ads/answer/7684791?hl=en |
2026-09-19 |
| Description |
90 |
Up to 4 descriptions per RSA |
https://support.google.com/google-ads/answer/7684791?hl=en |
2026-09-19 |
| Display Path |
15 each |
Two path fields in the display URL |
https://support.google.com/google-ads/answer/7684791?hl=en |
2026-09-19 |
| Sitelink Title |
25 |
Clickable link text in sitelink extensions |
No source recorded |
Not yet verified against the platform’s own documentation |
| Sitelink Description |
35 |
Per line; 2 description lines available |
No source recorded |
Not yet verified against the platform’s own documentation |
| Callout Extension |
25 |
Short highlight text |
No source recorded |
Not yet verified against the platform’s own documentation |
| Structured Snippet Value |
25 |
Each value in structured snippet extensions |
No source recorded |
Not yet verified against the platform’s own documentation |
| Call-to-Action (PMax) |
10 |
Short CTA text for Performance Max |
No source recorded |
Not yet verified against the platform’s own documentation |
| Long Headline (PMax) |
90 |
Used in Performance Max and Display campaigns |
No source recorded |
Not yet verified against the platform’s own documentation |
| Business Name |
25 |
Your business name in Performance Max |
No source recorded |
Not yet verified against the platform’s own documentation |
