Google Ads Character Limits 2026: Headlines, Descriptions & All Ad Types
Google Ads responsive search ads (RSA) allow up to 15 headlines (30 characters each) and 4 descriptions (90 characters each). Path fields allow 15 characters each (2 paths). Note that Expanded Text Ads were discontinued on June 30, 2022, making RSAs the primary search ad format. Understanding these limits—and how to maximize limited space—is essential for creating high-performing Google Ads campaigns across search, display, and video formats.
This comprehensive guide covers character limits for all Google Ads formats in 2026.
Responsive Search Ads (RSA)
Note: Expanded Text Ads were discontinued on June 30, 2022. RSAs are now the primary search ad format.
Character Limits
| Element | Limit | Quantity Allowed |
|---|---|---|
| Headline | 30 characters | Up to 15 |
| Description | 90 characters | Up to 4 |
| Path fields | 15 characters | 2 paths |
| Final URL | 2,048 characters | 1 |
RSA Best Practices
Headlines (30 chars each):
- Write at least 8-10 unique headlines
- Include keywords in multiple headlines
- Vary messaging approaches
- Include numbers, benefits, CTAs
Descriptions (90 chars each):
- Provide at least 3 unique descriptions
- Expand on headline messaging
- Include calls-to-action
- Add trust signals (free shipping, ratings, etc.)
Headline Examples (30 chars)
Keyword-focused:
- “Buy Running Shoes Online” (24 chars)
- “Best Running Shoes 2026” (23 chars)
Benefit-focused:
- “Free Shipping on All Orders” (27 chars)
- “Shop 500+ Styles In Stock” (25 chars)
CTA-focused:
- “Order Today - Fast Delivery” (27 chars)
- “Get 20% Off Your First Order” (28 chars)
Description Examples (90 chars)
Product-focused: “Shop premium running shoes from Nike, Adidas & Brooks. Free shipping over $50. Easy returns.”
Trust-focused: “Rated 4.8/5 by 10,000+ customers. Free 60-day returns. Order now for next-day delivery options.”
Display Ads
Image Ad Text Limits
| Element | Character Limit |
|---|---|
| Short headline | 30 characters |
| Long headline | 90 characters |
| Description | 90 characters |
| Business name | 25 characters |
Responsive Display Ads
| Element | Limit | Quantity |
|---|---|---|
| Short headline | 30 characters | Up to 5 |
| Long headline | 90 characters | 1 |
| Description | 90 characters | Up to 5 |
| Business name | 25 characters | 1 |
| CTA text | Pre-defined options | 1 |
Display Ad Best Practices
Headlines must work alone: Not all placements show descriptions—headlines need to convey value independently.
Visual harmony: Text overlays on images follow the “20% text rule” guideline for readability.
Shopping Ads
Product Feed Limits
| Field | Character Limit |
|---|---|
| Title | 150 characters |
| Description | 5,000 characters |
| Brand | 70 characters |
| GTIN | 50 characters |
| MPN | 70 characters |
Shopping Title Best Practices
Optimal structure:
[Brand] [Product Name] [Key Attributes] [Model/Size/Color]
Example (75 chars): “Nike Air Max 90 Men’s Running Shoes - Black/White - Size 10”
Front-load important info: First 70-80 characters are most visible in shopping results.
YouTube/Video Ads
In-Stream Ads
| Element | Character Limit |
|---|---|
| Headline | 15-90 characters |
| Description | 90 characters |
| Display URL | 35 characters |
| CTA button | 10 characters |
Video Discovery Ads
| Element | Character Limit |
|---|---|
| Headline | 100 characters |
| Description line 1 | 35 characters |
| Description line 2 | 35 characters |
Bumper Ads
Video length: 6 seconds maximum Text overlay: Keep minimal for readability Focus: Brand awareness, simple message
Call-Only Ads
| Element | Character Limit |
|---|---|
| Business name | 25 characters |
| Headline | 30 characters |
| Description | 90 characters |
Key consideration: Mobile-focused format—keep messaging concise and action-oriented.
App Promotion Ads
Universal App Campaigns
| Element | Character Limit | Quantity |
|---|---|---|
| Headline | 30 characters | Up to 5 |
| Description | 90 characters | Up to 5 |
App Install Ad Text
Focus on:
- App benefits
- Key features
- User ratings
- Download CTA
Ad Extensions/Assets
Sitelink Extensions
| Element | Character Limit |
|---|---|
| Link text | 25 characters |
| Description line 1 | 35 characters |
| Description line 2 | 35 characters |
Callout Extensions
Limit: 25 characters each Quantity: Up to 10 callouts
Examples:
- “Free Shipping” (13 chars)
- “24/7 Support” (12 chars)
- “Price Match Guarantee” (21 chars)
Structured Snippets
Header text: Predefined categories Values: 25 characters each Quantity: 3-10 values
Call Extensions
Phone number displayed: Automatic formatting Additional text: Not applicable
Price Extensions
| Element | Character Limit |
|---|---|
| Header | 25 characters |
| Description | 25 characters |
| Price | Numeric value |
Promotion Extensions
| Element | Character Limit |
|---|---|
| Occasion | Predefined options |
| Promotion type | Predefined options |
| Item | 20 characters |
| Final URL | 2,048 characters |
Performance Max Campaigns
Asset Specifications
| Asset Type | Limit | Quantity |
|---|---|---|
| Short headline | 30 characters | Up to 5 |
| Long headline | 90 characters | Up to 5 |
| Description | 90 characters | Up to 5 |
| Business name | 25 characters | 1 |
Performance Max Best Practices
Provide variety:
- Multiple headlines covering different angles
- Descriptions with different value propositions
- Mix of image and video assets
Writing Effective Ad Copy
30-Character Headline Strategies
Every character counts:
- Use abbreviations judiciously (& for “and”)
- Remove unnecessary words
- Focus on one clear message per headline
Headline types to include:
- Keyword-focused headlines
- Benefit statements
- Calls-to-action
- Unique selling propositions
- Trust signals (ratings, awards)
90-Character Description Strategies
Structure:
[Benefit/Hook] + [Supporting detail] + [CTA]
Use the space wisely:
- Don’t repeat headline verbatim
- Add new information
- Include details that don’t fit headlines
Frequently Asked Questions
How many headlines should I write for RSAs?
Write at least 8-10 unique headlines, aiming for 15 when possible. This gives Google more combinations to test.
Do spaces count toward character limits?
Yes, spaces count as characters in all Google Ads fields.
What happens if I exceed character limits?
The ad won’t save. Google’s interface prevents exceeding limits.
Should I use all available characters?
Not necessarily. Clear, impactful messaging matters more than filling every character.
How do character limits differ by language?
Limits are the same, but some languages (like German with compound words) may find limits more restrictive.
Can I use emojis in Google Ads?
Generally no. Google Ads policy restricts emoji usage in most ad formats.
Key Takeaways
- RSA headlines: 30 characters each, up to 15 headlines
- RSA descriptions: 90 characters each, up to 4 descriptions
- RSA path fields: 15 characters each, 2 paths
- Display short headline: 30 characters, long headline: 90 characters
- Call-Only Ads: Headline 30 chars, description 90 chars
- Video Ads: Headline 15-90 chars, description 90 chars
- Expanded Text Ads discontinued June 30, 2022
Conclusion
Google Ads character limits force you to communicate value concisely. Since Expanded Text Ads were discontinued in June 2022, RSAs are now the primary search format—provide diverse headlines (30 chars each, up to 15) and descriptions (90 chars each, up to 4) so Google can optimize combinations. For display and video, remember that headlines must work standalone. Across all formats, front-load important information since truncation may occur. Try our free letter counter → to verify your ad copy fits within Google’s character limits before uploading to your campaigns.