How to use the facebook ad character counter
- Paste your ad’s primary text.
- Keep it within about 125 characters so it is not cut off.
- Check the headline and description separately, aiming for 27 characters or fewer.
- Test variants and compare results in Ads Manager.
Recommended lengths
| Element | Limit | Notes |
|---|---|---|
| Primary text | 125 characters (recommended) | Longer text is allowed but gets truncated |
| Headline | 27 characters (recommended) | Can be longer; may be truncated by placement |
| Link description | 27 characters (recommended) | Not shown in every placement |
The limits are recommendations to avoid truncation, not hard caps. Platform limits change and can differ by account type, so confirm the figure in the platform’s own composer before a campaign goes live.
Writing tighter ad copy
Lead with the benefit, include the offer or number, and finish with one clear action. Remove adjectives that do not carry information. When copy must be long, put the important sentence in the first 125 characters. To produce several variants fast, work in this counter and the Case Converter for headline style. For search ads see the Google Ads Headline Character Counter.
Frequently asked questions
What is the recommended Facebook ad text length?
About 125 characters for primary text.
Can primary text be longer?
Yes, but it is truncated behind “See more”.
Is the headline limit a hard cap?
No; 27 characters is the recommendation.