How to use the google ads headline character counter
- Paste a single headline.
- Keep it at or under 30 characters.
- For descriptions, aim for 90; count them separately.
- Test several variants; responsive ads can use up to 15 headlines and 4 descriptions.
Google Ads text limits
| Element | Limit | Notes |
|---|---|---|
| Headline | 30 characters | Up to 15 headlines per responsive search ad |
| Description | 90 characters | Up to 4 descriptions |
| Display URL path | 15 characters each | Two path fields |
| Business name | 25 characters | |
| Long headline (display) | 90 characters |
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 within 30 characters
Short headlines force clarity: lead with the keyword or benefit, add a number or offer, and drop articles. Use title or sentence case consistently, and avoid excessive punctuation that ads policy can disapprove. Because each headline can appear next to any other, write them to stand alone. For organic search listings the equivalent limits are explained in Ideal Meta Title and Description Length.
Frequently asked questions
How many characters in a Google Ads headline?
30.
How long is a description?
90 characters.
Do spaces count?
Yes.