Microsoft 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. These limits are identical to Google Ads, making cross-platform campaign management straightforward. However, Microsoft Advertising offers unique formats like Audience Ads and native placements with their own specifications. Understanding these Microsoft Ads character limits—including the critical double-width character rule—helps you create compliant, high-performing campaigns across Bing, MSN, Outlook, and the Microsoft Audience Network.

This comprehensive guide covers character limits for all Microsoft advertising formats in 2026.

Quick Reference: All Microsoft Ad Formats

Responsive Search Ads (RSA)

Responsive Search Ads are the primary text ad format on Microsoft Advertising. The platform dynamically combines your headlines and descriptions to create optimized ad combinations for each search query.

RSA Character Limits

RSA Requirements

Minimum requirements:

• At least 3 headlines
• At least 2 descriptions
• Final URL
• Path 1

Recommended for optimal performance:

• 8-15 unique headlines
• 3-4 unique descriptions
• Both path fields utilized

RSA Headline Strategies (30 chars)

Keyword-focused headlines:

• “Microsoft Advertising Services” (30 chars)
• “Bing Ads Management Agency” (26 chars)
• “PPC Campaign Experts” (20 chars)

Benefit-focused headlines:

• “Lower Cost Per Click on Bing” (28 chars)
• “Reach 63M Desktop Users” (23 chars)
• “Less Competition, More Leads” (28 chars)

CTA-focused headlines:

• “Start Your Campaign Today” (25 chars)
• “Get a Free Bing Ads Audit” (25 chars)
• “Request a Custom Quote Now” (26 chars)

RSA Description Strategies (90 chars)

Benefit-driven description: “Microsoft Ads reach 63 million desktop searchers not found on Google. Lower CPCs, higher ROI.”

Trust-focused description: “Microsoft Advertising Partner since 2015. 500+ campaigns launched. Free account audit available.”

Feature-focused description: “Target by LinkedIn profile, company, industry & job function. Only available on Microsoft Ads.”

Native Ads on Microsoft Audience Network

Native ads appear seamlessly within content on MSN, Outlook, Microsoft Edge, and publisher partner sites. These ads match the look and feel of surrounding content, resulting in higher engagement rates.

Native Ad Character Limits

Critical note: While you can input up to 150 characters, native ads truncate to approximately 38 characters for headlines and 40 characters for descriptions on most placements. Front-load your most important messaging.

Native Ad Best Practices

Headline optimization:

• Place key message in first 38 characters
• Avoid critical information after truncation point
• Test multiple variations to see what displays

Description optimization:

• Lead with strongest benefit
• Assume only 40 characters will be visible
• Complete your primary message early

Example (optimized for truncation):

Full headline (150 chars available): “Save 50% on Microsoft 365 - Limited time offer for businesses. Get Word, Excel, PowerPoint and more.”

What displays (~38 chars): “Save 50% on Microsoft 365 - Limited”

Optimized headline: “Save 50% on Microsoft 365 Today”

Audience Ads

Audience Ads are Microsoft’s image-based display ads that appear across the Microsoft Audience Network. They combine compelling visuals with concise copy to drive engagement.

Audience Ad Character Limits

Audience Ad Asset Requirements

Image specifications:

• Landscape: 1200 x 628 pixels minimum
• Square: 1200 x 1200 pixels minimum
• File size: 5MB maximum
• Formats: JPG, PNG

Text requirements:

• Short headline: Displayed on smaller placements
• Long headline: Displayed on larger placements
• Description: Provides additional context
• Business name: Your company identifier

Audience Ad Copy Examples

Short headline (30 chars):

• “Cloud Solutions for Business” (28 chars)
• “Upgrade to Microsoft 365” (24 chars)
• “Enterprise Security Suite” (25 chars)

Long headline (90 chars): “Transform your business with Microsoft 365. Collaboration, security, and productivity in one suite.”

Description (90 chars): “Join millions of businesses using Microsoft 365. Start your free trial today. No credit card needed.”

Sitelink Extensions

Sitelinks add additional links beneath your main ad, directing users to specific pages on your website. They increase ad visibility and provide more entry points to your site.

Sitelink Character Limits

Sitelink Requirements

Minimum setup:

• At least 2 sitelinks per ad group or campaign
• Each sitelink needs unique destination URL
• Link text required, descriptions optional

Recommended setup:

• 4-6 sitelinks per ad group
• Include descriptions for all sitelinks
• Use unique, relevant landing pages

Sitelink Examples

E-commerce sitelinks:

Callout Extensions

Callouts highlight unique selling points, features, or offers without links. They appear as additional text beneath your ad.

Callout Character Limits

Effective Callout Examples

Service-focused:

• “Free Shipping” (13 chars)
• “24/7 Customer Support” (20 chars)
• “Same-Day Delivery” (17 chars)

Trust-focused:

• “Money-Back Guarantee” (20 chars)
• “Certified Partner” (17 chars)
• “5-Star Rated Service” (20 chars)

Value-focused:

• “Price Match Promise” (19 chars)
• “No Setup Fees” (13 chars)
• “Cancel Anytime” (14 chars)

Structured Snippet Extensions

Structured snippets showcase specific aspects of your products or services using predefined categories.

Structured Snippet Limits

Available Headers

• Amenities
• Brands
• Courses
• Degree programs
• Destinations
• Featured hotels
• Insurance coverage
• Neighborhoods
• Service catalog
• Shows
• Styles
• Types

Structured Snippet Examples

Types header: “Types: Running, Basketball, Tennis, Cross-Training, Walking”

Brands header: “Brands: Nike, Adidas, New Balance, Brooks, ASICS”

Service catalog header: “Service catalog: SEO, PPC, Social Media, Content Marketing”

Double-Width Character Rules

Microsoft Ads counts certain characters as two characters toward your limit. This is critical for multilingual campaigns.

Characters Counted as Double-Width

Double-width (count as 2):

• Chinese characters (Simplified and Traditional)
• Japanese characters (Hiragana, Katakana, Kanji)
• Korean characters (Hangul)
• Full-width punctuation
• Most emojis (when allowed)

Single-width (count as 1):

• English letters (A-Z, a-z)
• Numbers (0-9)
• Standard punctuation (. , ! ? - ‘)
• Spaces

Double-Width Impact Examples

English headline (30 chars max): “Buy Microsoft 365 Business Plan” = 31 characters (over limit)

Japanese headline (30 chars max): “Microsoft 365” = 17 single-width characters Plus 6 Japanese characters = 12 character count Total = 29 characters (within limit)

Best Practices for Multilingual Campaigns

Plan for reduced capacity:

• Japanese/Chinese campaigns effectively have ~15 characters for native text
• Korean campaigns similarly restricted
• Mix single-width (numbers, brand names) with double-width strategically

Test character counts:

• Use Microsoft Ads Editor to verify counts
• Preview ads before launch
• Try our free letter counter → for initial planning

Action Extensions

Action extensions add a CTA button to your ad, driving specific user actions.

Action Extension Limits

Available Action Types

• Apply now
• Book now
• Contact us
• Download
• Get quote
• Learn more
• Order now
• Register
• Sign up
• Subscribe
• Visit site

Price Extensions

Price extensions display your products or services with pricing information directly in the ad.

Price Extension Limits

Price Extension Example

Location Extensions

Location extensions display your business address, helping drive foot traffic to physical locations.

Location Extension Display

Review Extensions

Review extensions showcase third-party reviews or awards to build trust.

Review Extension Limits

Review Extension Requirements

• Must be from reputable third-party source
• Cannot be customer testimonials
• Must link to original source
• Review must be less than 12 months old

Image Extensions

Image extensions add visual elements to your text ads, increasing engagement.

Image Extension Specifications

Writing Tips for Microsoft Ads

Maximize 30-Character Headlines

Use abbreviations strategically:

• “& " instead of “and” (saves 2 chars)
• “w/” instead of “with” (saves 3 chars)
• Numbers instead of words (saves chars)

Remove filler words:

• Skip “the,” “a,” “an” when possible
• Use active voice for shorter phrasing
• Focus on one message per headline

Character-efficient power words:

• “Free” (4 chars)
• “Save” (4 chars)
• “New” (3 chars)
• “Best” (4 chars)
• “Top” (3 chars)

Maximize 90-Character Descriptions

Structure for impact:

[Primary benefit] + [Supporting detail] + [CTA or trust signal]

Example breakdown:

• Primary benefit: “Lower your CPC by 30%” (20 chars)
• Supporting detail: “Microsoft Ads has less competition” (35 chars)
• CTA: “Start your campaign today” (25 chars)
• Total: 80 characters

Test and Iterate

A/B testing approach:

• Create multiple headline variations
• Test different value propositions
• Analyze impression share by headline
• Pause low-performing assets

Frequently Asked Questions

Are Microsoft Ads character limits the same as Google Ads?

Yes, RSA limits are identical: 30 characters for headlines and 90 for descriptions. However, Microsoft’s native and audience ad formats have unique specifications not found in Google Ads.

Do spaces count toward character limits in Microsoft Ads?

Yes, spaces count as single-width characters. Plan your copy to account for spaces between words.

What happens if I exceed character limits?

Microsoft Ads Editor and the online interface prevent you from saving ads that exceed limits. You will see an error message indicating which field exceeds the maximum.

How do double-width characters affect my campaigns?

For campaigns targeting Chinese, Japanese, or Korean speakers, double-width characters count as two characters each. This effectively halves your available space for native-language text.

Can I use emojis in Microsoft Ads?

Microsoft Ads generally restricts emoji usage in ad copy. Most emojis will be rejected during ad review. Stick to standard text and punctuation.

How many RSA headlines should I provide?

Provide at least 8-10 unique headlines, ideally all 15. More headlines give Microsoft’s algorithm more combinations to test and optimize.

Key Takeaways

• RSA headlines: 30 characters each, 3-15 headlines required
• RSA descriptions: 90 characters each, 2-4 descriptions required
• Native ads truncate to ~38 characters (headline) and ~40 characters (description)
• Audience Ads: Short headline 30 chars, long headline 90 chars, description 90 chars
• Sitelink titles: 25 characters, descriptions: 35 characters per line
• Double-width characters (CJK, emojis) count as 2 characters
• Microsoft and Google RSA limits are identical for easy cross-platform management

Conclusion

Microsoft Ads character limits require concise, impactful messaging across all formats. RSA headlines (30 chars) and descriptions (90 chars) match Google Ads, simplifying cross-platform campaigns. For native and audience ads, front-load your messaging since truncation occurs on many placements. Pay special attention to double-width character rules if running multilingual campaigns—Chinese, Japanese, and Korean text effectively halves your available space. Try our free letter counter → to verify your Microsoft Ads copy fits within character limits before uploading to your campaigns.