Check your responsive search ad before you publish: character counts, limits, duplicates and common editorial problems, with a live preview of your ad.
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Google Ads character limits
| Field | Limit | How many |
|---|---|---|
| Headline | 30 characters | 3 to 15 |
| Description | 90 characters | 2 to 4 |
| Display path | 15 characters each | 2 |
Characters in Chinese, Japanese and Korean count as 2. Google mixes your headlines and descriptions to find the best combinations, showing up to 3 headlines and 2 descriptions at once.
Common reasons ads get disapproved
- Repeated punctuation, such as “Sale!!”.
- Gimmicky capitals or symbols, such as “FREE” or “S.A.L.E”.
- Exclamation marks in headlines.
- Emoji or unusual symbols.
Writing better headlines
- Write 10 to 15 unique headlines, so Google has plenty to test.
- Include your main keyword in at least one or two headlines.
- Mix benefits, offers, proof and calls to action.
- Make sure every headline makes sense on its own and next to any other.
Frequently asked questions
How many characters is a Google Ads headline?
30 characters for each responsive search ad headline.
How long can a Google Ads description be?
90 characters each, with 2 to 4 descriptions.
Can I use exclamation marks?
Avoid them in headlines. In descriptions, one is usually fine, but never repeated.
How many headlines should I write?
Up to 15. More unique headlines usually improve Ad Strength.
Sources
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