Facebook and Instagram ads share the same character limits through Meta’s unified advertising platform. Primary text shows 125 characters before truncation (with a maximum of 2,200 characters). Headlines display 27-40 characters visible with a maximum of 40 characters. Descriptions show 30 characters visible with a maximum of 30 characters. These limits vary by format—Feed, Stories, and Reels each have different visible character counts.

This guide covers all Meta advertising text limits across formats and placements.

Meta Ads Character Limits Overview

Core Ad Copy Limits

Why 125 Visible Matters

Primary text truncation:

• Desktop/Mobile: ~125 characters before “See More”
• Maximum allowed: 2,200 characters
• Full text stored but hidden behind truncation

Strategy: Complete your message in 125 characters or less.

Facebook Ad Formats

Single Image/Video Ads

Carousel Ads

Collection Ads

Stories Ads

Note: Stories format is visual-first; text overlays should be minimal.

Reels Ads

Instagram Ad Formats

Feed Ads

Stories Ads

Best practice: Minimal text—let visuals carry the message.

Reels Ads

Explore Ads

Optimal Ad Copy Research

AdEspresso Findings

Highest-performing ads averaged:

• Headlines: 5 words
• Primary text: 19 words
• Link descriptions: 13 words

Key insight: Successful ads are significantly shorter than limits allow.

Why Shorter Wins

User behavior:

• Fast scrolling through feeds
• Split-second attention decisions
• Mobile-first consumption
• Competition from friends/family content

Writing Effective Meta Ads

Headline Best Practices (40 chars)

Focus on:

• Clear value proposition
• Action orientation
• Benefit over feature

Examples:

• “Get 50% Off Today Only” (22 chars)
• “Free Shipping on All Orders” (27 chars)
• “Start Your Free Trial Now” (25 chars)
• “Shop the Summer Sale” (20 chars)

Primary Text Best Practices (125 visible)

Structure:

[Hook/Value prop] + [Key detail] + [CTA]

Example (98 chars): “Transform your morning routine with our organic coffee. Freshly roasted. Free shipping. Shop now.”

Description Best Practices (30 chars)

Purpose: Support headline, add urgency or trust

Examples:

• “Limited time offer” (18 chars)
• “Free returns • Fast shipping” (28 chars)
• “Join 50,000+ customers” (22 chars)

Placement-Specific Considerations

Feed vs. Stories

Feed:

• More text visible
• Headlines display
• Description shown

Stories:

• Visual dominance
• Text overlays only
• CTA button prominent

Desktop vs. Mobile

Desktop:

• More text visible
• Longer descriptions show
• Multiple placements show more

Mobile:

• Earlier truncation
• Smaller text display
• Thumb-scroll behavior

Image Text Guidelines

The 20% Rule Evolution

Historical: Strict 20% text-on-image rule Current: Guideline, not hard rule Impact: High text = potentially reduced delivery

Best Practice

• Use minimal text on images
• Text should enhance, not replace, visual
• Put messaging in primary text instead
• Test delivery with different text amounts

Call-to-Action Options

Available CTA Buttons

Common options:

• Shop Now
• Learn More
• Sign Up
• Get Offer
• Contact Us
• Book Now
• Download
• Apply Now

Character limit: CTAs are predefined, not custom text.

A/B Testing Ad Copy

What to Test

Headlines:

• Benefit vs. feature focus
• Question vs. statement
• With vs. without numbers

Primary text:

• Short (under 50 chars) vs. medium (50-100)
• Direct vs. storytelling approach
• Different value propositions

Testing Methodology

1. Create variants with one variable changed
2. Run simultaneously to same audience
3. Sufficient budget for statistical significance
4. Measure by objective (CTR, conversions, etc.)

Frequently Asked Questions

What’s the primary text character limit for Facebook ads?

You can write more, but only ~125 characters display before “See More.” Keep important content in the first 125 characters.

Do hashtags count toward character limits?

Yes, hashtags count toward character limits in Instagram ads.

Should I use the same copy for Facebook and Instagram?

You can, but consider platform differences. Instagram skews younger and more visual; Facebook allows more text engagement.

How long should my ad headline be?

25-40 characters works best. Research shows 5-word headlines perform well.

Can I use emojis in Meta ads?

Yes, emojis are allowed in Meta ads and can increase engagement in some industries.

Do spaces count as characters?

Yes, spaces count toward all character limits.

Key Takeaways

• Primary text: 125 characters visible, 2,200 maximum
• Headlines: 27-40 characters visible, 40 maximum
• Descriptions: 30 characters visible, 30 maximum
• Feed format: 125/40/30 (primary/headline/description)
• Stories format: 125/40/N/A
• Reels format: 72/10/N/A
• Write mobile-first—assume early truncation

Conclusion

Meta’s ad platform has specific character limits that vary by format. Feed ads allow the most text (125 visible/2,200 max primary text, 40-char headlines, 30-char descriptions). Stories are more limited, and Reels are the most restricted (72-char primary text, 10-char headline). Focus on concise, benefit-driven copy that communicates value within visible character limits. Try our free letter counter → to verify your Meta ad copy fits within platform limits.