Google Ads Character Limits for Headlines and Descriptions

The limits at a glance

A responsive search ad on Google is built from several headlines and descriptions that the system combines. According to Google’s help pages, an ad needs 3 to 15 headlines of up to 30 characters each and 2 to 4 descriptions of up to 90 characters each. The two display path fields allow up to 15 characters each.

Within these limits you write many short pieces that Google tests in combination. Each piece must work on its own, because it can appear next to almost any other.

How characters are counted

Spaces and punctuation count as characters. Google counts double-width characters, such as Korean, Japanese and Chinese, as 2 characters each, so a headline in those languages can hold at most 15 of them. A plain counter reports one per character, so double the figure to estimate the weighted count.

An ad that exceeds a limit cannot be saved, so counting before you paste saves time, in particular when you prepare many ads at once.

Writing 30-character headlines

Thirty characters is about four to six words. Put the main keyword or offer first. Use numbers when they are true and useful, such as a price or a delivery time. Cut filler such as “the best” and “click here”. Make each headline different, so that the combinations do not repeat the same idea.

Mix headline types: one about the product, one about the benefit, one with a call to action and one with the brand name. That gives the system useful variety to test.

Writing 90-character descriptions

Ninety characters is a sentence. Use it to give a reason to choose you: a benefit, a proof point and a next step. A description such as “Free delivery on orders over 50. Easy returns for 30 days.” fits easily and says two useful things.

Avoid repeating the headline. The description should add something the headline could not fit, such as a detail about price, service or guarantee.

Display paths and final URLs

The two display path fields are the words that appear after the domain in the green line of an ad. Each can have 15 characters. They do not need to match the real address, but they should describe the page honestly, for example “shoes” and “running”.

The final URL has its own rules and is not counted against the headline or description limits.

Policy limits as well as length

Length is not the only rule. Google’s advertising policies limit the use of excessive capitalisation, repeated punctuation, unverifiable claims and misleading text. An ad can fit the limits and still be disapproved. Keep claims true and specific.

Read the current policies for your industry before you launch, since some categories have extra rules.

Checking in the counter

Select the Google Ads headline or description limit in the counter and type the line. The bar shows the characters left. Use the custom limit, 15, for display paths.

Keep a spreadsheet of headlines with their counts, so that you can reuse the good ones in other ads and see at a glance which are close to the limit.

A worked example

Suppose you sell running shoes. A headline “Running Shoes on Sale” has 21 characters and fits. “Buy Running Shoes Online Today” has 30 characters, exactly at the limit. “Buy the Best Running Shoes Online Today” has 39 and is rejected. Cutting “the Best” brings it back to 30.

For a description, “Free delivery over 50. 30-day returns. Shop the new season range.” has 65 characters and leaves room for a short extra phrase. Paste each line into the counter to see the exact figure before you enter it.

Planning many ads at once

If you manage many campaigns, write headlines and descriptions in a spreadsheet and keep a column for the length. Use the counter to check any line near the limit. Reusing proven lines across ads saves time and keeps your message consistent.

When you translate ads, count each language separately. A German headline for the same product is usually longer than the English one and may need a shorter wording to fit into 30 characters. A Japanese headline is limited to 15 characters because each counts as 2.

Why short limits help

A tight limit forces clarity. A headline of 30 characters cannot hold a story, so it has to hold one idea. Writers who work within such limits often find that their longer copy improves too, because they learn to cut words that add nothing.

Treat the limit as a design brief: one idea per line, the strongest words first, and a different idea in each line.

Testing and improving

Because Google combines headlines and descriptions, you learn which pieces work by looking at performance reports over time. Replace the weakest lines with new ones, and keep each new line inside the limits. A small, steady program of changes works better than a large rewrite.

Use your counter as part of that routine: draft ten alternatives for a weak headline, count them, and keep the three that say the most in the fewest characters.

A quick checklist

• Headlines of up to 30 characters, three to fifteen of them.
• Descriptions of up to 90 characters, two to four of them.
• Display paths of up to 15 characters each.
• Double-width characters count as 2.
• Check that claims are true and within policy.

Limits can change as Google updates its formats, so confirm them in the help pages before a large launch.