YouTube TrueView In-Stream ads allow 15-character headlines, 90-character descriptions, and 10-character CTA buttons. Discovery ads offer more space with 25-character headlines and two 35-character description lines. With 2.5 billion monthly users and video ad spending continuing to grow, understanding YouTube’s strict character limits is essential for creating effective video advertising campaigns.

This guide covers character limits for all YouTube ad formats in 2026.

YouTube Ad Character Limits Overview

Quick Reference by Ad Format

Critical insight: Unlike other ad platforms, YouTube ad text often remains hidden on TV screens and many desktop placements. Your video creative must carry the message—text elements supplement rather than lead.

TrueView In-Stream Ads

TrueView In-Stream ads play before, during, or after other videos and become skippable after 5 seconds. Advertisers only pay when viewers watch 30 seconds (or the full ad if shorter) or interact.

Character Limits

TrueView In-Stream Best Practices

Headline (15 characters):

• Extremely limited space—every character matters
• Focus on action verbs or key benefits
• Must align with CTA button text
• Avoid redundancy with button text

Description (90 characters):

• Expand on the headline message
• Include value proposition
• Add urgency or specific offer details
• This text may not display on all devices

CTA button (10 characters):

• Strong action words only
• Common options: Shop Now, Learn More, Sign Up, Get Offer, Subscribe
• Must fit within 10 characters exactly

TrueView In-Stream Copy Examples

Headline (15 chars max):

• “Save 50% Today” (14 chars)
• “Shop the Sale” (13 chars)
• “Free Shipping” (13 chars)
• “Try It Free” (11 chars)
• “New Arrivals” (12 chars)

Description (90 chars max):

• “Limited time offer. Get 50% off your first order plus free shipping on orders over $50.” (87 chars)
• “Discover our award-winning products. Join 500,000+ satisfied customers. Shop now.” (82 chars)
• “Sign up today and get exclusive access to member-only deals and early product launches.” (87 chars)

CTA button (10 chars max):

• “Shop Now” (8 chars)
• “Learn More” (10 chars)
• “Sign Up” (7 chars)
• “Get Offer” (9 chars)
• “Subscribe” (9 chars)

When Text Displays

Important consideration: TrueView In-Stream companion banners (where headline/description appear) do NOT display on:

• Connected TV (CTV) devices
• Gaming consoles
• Many mobile placements

Strategy: Your video must communicate the full message. Text elements are supplementary for desktop viewers who see the companion banner.

TrueView Discovery Ads

TrueView Discovery ads (formerly In-Display) appear in YouTube search results, alongside related videos, and on the mobile homepage. Users must click to watch, so your text drives the click decision.

Character Limits

TrueView Discovery Best Practices

Headline (25 characters):

• More space than In-Stream, but still concise
• Include primary keyword for search relevance
• Create curiosity or state clear benefit
• This text determines whether users click

Description lines (35 characters each):

• Use both lines—they add context
• Line 1: Expand on headline benefit
• Line 2: Add supporting detail or CTA
• Together, they form your pitch

Thumbnail selection:

• Custom thumbnails dramatically improve CTR
• Text overlay on thumbnail complements ad text
• High-contrast, clear visuals perform best

TrueView Discovery Copy Examples

Headline (25 chars max):

• “Master Video Editing Now” (24 chars)
• “5 Tips for Better Sleep” (23 chars)
• “Transform Your Mornings” (23 chars)
• “Learn Python in 30 Days” (23 chars)
• “Kitchen Gadgets You Need” (24 chars)

Description lines (35 chars each):

Discovery vs. In-Stream: Key Differences

When to use Discovery: When your audience is actively searching or browsing related content. Text quality directly impacts click-through rates.

Bumper Ads

Bumper ads are 6-second non-skippable videos designed for brand awareness and reach. Due to their brevity, text options are minimal.

Character Limits

Bumper Ad Best Practices

CTA button (10 characters):

• Simple, direct action
• “Learn More” and “Shop Now” work well
• Must be immediately scannable

Video overlay text:

• 6 seconds means minimal reading time
• Use 3-5 words maximum for overlay
• Large, high-contrast text essential
• Single message focus

Message strategy:

• One idea only—no time for complexity
• Brand name prominent
• Tagline or single benefit
• CTA in final 1-2 seconds

Bumper Ad Copy Examples

CTA buttons (10 chars max):

• “Watch Now” (9 chars)
• “Learn More” (10 chars)
• “Shop Sale” (9 chars)
• “Try Free” (8 chars)

Video overlay suggestions:

• “Just launched”
• “50% off today”
• “[Brand] presents”
• “Available now”

Keep it simple: With only 6 seconds of attention, every word must earn its place. If you cannot say it in 5 words or fewer, it is too complex for a bumper ad.

Video Action Campaigns

Video Action Campaigns (VAC) are designed to drive conversions with prominent CTAs. They run across YouTube, including the home feed, watch pages, and Google video partners.

Character Limits

Video Action Best Practices

Short headline (15 characters):

• Same tight limit as In-Stream
• Action-oriented or benefit-focused
• Works with CTA to drive clicks

Long headline (90 characters):

• Used in expanded placements
• More room for context and detail
• Include value proposition fully
• Natural extension of short headline

Description (90 characters):

• Supports headline message
• Add specifics: discounts, features, proof points
• Create urgency when appropriate

Video Action Copy Examples

Short headline (15 chars max):

• “Start Saving” (12 chars)
• “Get 30% Off” (11 chars)
• “Join Free” (9 chars)
• “Book Now” (8 chars)

Long headline (90 chars max):

• “Start saving today with our award-winning budgeting app. 500,000+ users trust us with their finances.” (100 - too long)
• “Start saving today with our top-rated budgeting app. Trusted by 500,000+ users worldwide.” (88 chars)
• “Get 30% off your first order plus free shipping. Over 10,000 five-star reviews. Shop now.” (89 chars)

Description (90 chars max):

• “Easy setup, no credit card needed. Cancel anytime. Join millions making smarter money decisions.” (96 - too long)
• “Easy setup, no credit card required. Cancel anytime. Join millions managing money smarter.” (89 chars)

Video Action Conversion Focus

Optimize for action:

• CTA should match landing page action
• Headline-to-landing-page message match critical
• Description reinforces why users should act now

Testing approach:

• Test short headlines against each other
• Vary CTA button text (Shop Now vs. Get Offer)
• Monitor conversion rates, not just clicks

Non-Skippable In-Stream Ads

Non-skippable In-Stream ads are 15-20 second videos that viewers must watch before their content plays. They maximize message delivery but have limited text elements.

Character Limits

Non-Skippable Best Practices

Headline (15 characters):

• Minimal but strategic
• Reinforce video message
• Often brand-focused

CTA button (10 characters):

• Clear next step for interested viewers
• “Learn More” common choice
• Match to campaign objective

Video-first approach: Non-skippable ads guarantee message delivery, so the video carries all communication. Text elements provide an action pathway for engaged viewers.

CTA Button Optimization

Across all YouTube ad formats, CTA buttons are limited to 10 characters. This tiny space drives significant impact on campaign performance.

Character Limit Breakdown

Maximum: 10 characters including spaces

Common CTAs with character count:

• “Shop Now” - 8 characters
• “Learn More” - 10 characters
• “Sign Up” - 7 characters
• “Get Offer” - 9 characters
• “Subscribe” - 9 characters
• “Download” - 8 characters
• “Try Free” - 8 characters
• “Book Now” - 8 characters
• “Watch More” - 10 characters
• “Contact Us” - 10 characters

CTA Selection by Campaign Goal

CTA Testing

Variables to test:

• Action verbs (Shop vs. Buy vs. Get)
• Specificity (Learn More vs. See Pricing)
• Urgency (Shop Now vs. Shop Today - but “Shop Today” is 11 chars, too long)

Best practice: Run A/B tests with different CTAs while keeping other elements constant to isolate CTA impact.

Best Practices for YouTube Ad Copy

Work Within the Limits

The 15-character challenge: YouTube’s headline limits are among the strictest of any ad platform. Master these techniques:

• Use contractions: “You’re” vs. “You are”
• Choose short synonyms: “Save” vs. “Discount,” “Get” vs. “Receive”
• Remove unnecessary articles: “Get Deal” vs. “Get the Deal”
• Use numerals: “50%” vs. “Fifty percent”

Video-First Mindset

Remember the hierarchy:

1. Video creative delivers the message
2. Audio reinforces (but assume it might be muted)
3. On-screen text in video supplements
4. Ad text elements (headline, description) provide click path

Why this matters: Your headline and description may not display on 40-60% of impressions (TV, mobile app placements). Never rely on ad text to communicate essential information.

Message Alignment

Consistency across elements:

• Video message and ad text should align
• CTA button should match landing page action
• Headline should complement, not repeat, CTA

Example of poor alignment:

• Video talks about “free trial”
• Headline says “Buy Now” (14 chars)
• Landing page requires credit card

Example of strong alignment:

• Video highlights “30-day free trial”
• Headline: “Try It Free” (11 chars)
• CTA: “Start Free” (10 chars)
• Landing page: Free trial signup form

Character Counting Precision

Why exact counts matter:

• YouTube enforces limits strictly
• One character over and your ad will not save
• Plan and count before entering the ad builder

Common mistakes:

• Forgetting spaces count as characters
• Not accounting for punctuation
• Writing copy longer than limits, then struggling to edit

Frequently Asked Questions

What is the YouTube ad headline character limit?

TrueView In-Stream and Video Action ads allow 15-character headlines. TrueView Discovery ads allow 25-character headlines. The strict limits require extremely concise, action-oriented copy.

Do YouTube ad text elements always display?

No. Companion banners with headlines and descriptions do not display on Connected TV devices, gaming consoles, or many mobile app placements. Your video must communicate the full message independently.

What are the YouTube CTA button character limits?

All YouTube ad formats limit CTA buttons to 10 characters, including spaces. Popular options like “Shop Now” (8 chars) and “Learn More” (10 chars) fit within this limit.

What is the difference between TrueView In-Stream and Discovery ads?

In-Stream ads auto-play before/during videos with a 15-character headline limit. Discovery ads appear in search results with a 25-character headline and require users to click to watch. Discovery ad text is more critical because it drives the click decision.

How long can YouTube Video Action descriptions be?

Video Action Campaign descriptions allow up to 90 characters. This space should support your headline with specific benefits, offers, or proof points that encourage conversion.

Do spaces count toward YouTube ad character limits?

Yes, spaces count as characters in all YouTube ad text fields. “Shop Now” is 8 characters (including the space), and “Learn More” is exactly 10 characters.

Key Takeaways

• TrueView In-Stream: Headline 15 chars, description 90 chars, CTA 10 chars
• TrueView Discovery: Headline 25 chars, two description lines at 35 chars each
• Video Action Campaigns: Short headline 15 chars, long headline 90 chars, description 90 chars
• All CTA buttons: 10 characters maximum across all formats
• Bumper ads rely primarily on video content with minimal text options
• Ad text may not display on TV and many mobile placements—video must carry the message
• YouTube has 2.5 billion monthly users, making precise ad copy optimization valuable

Conclusion

YouTube ad character limits are among the strictest in digital advertising, with headlines often capped at just 15 characters and CTAs at 10 characters. Unlike search or social ads where text dominates, YouTube advertising requires a video-first approach—your creative must communicate the full message since text elements may not display on 40-60% of impressions across TV and mobile placements. TrueView Discovery ads offer slightly more text space (25-character headlines) and rely heavily on copy quality since users must click to watch. Regardless of format, ensure your headline, CTA, and landing page maintain consistent messaging to maximize conversions. Try our free letter counter → to verify your YouTube ad copy fits within platform specifications before uploading to Google Ads.