Why Character Limits Matter
Every character in a Google Ad counts. Go over the limit and your headline gets rejected. Go under and you're leaving persuasion on the table.
This guide covers every Google Ads character limit you'll encounter in 2026, organized by ad type. Bookmark it — you'll come back to this.
Responsive Search Ads (RSA) Character Limits
RSAs are the default (and only) search ad format since Google retired Expanded Text Ads. Here are the exact limits:
| Element | Character Limit | How Many |
|---|---|---|
| <strong>Headline</strong> | 30 characters | Up to 15 |
| <strong>Description</strong> | 90 characters | Up to 4 |
| <strong>Display Path 1</strong> | 15 characters | 1 |
| <strong>Display Path 2</strong> | 15 characters | 1 |
| <strong>Final URL</strong> | 2,048 characters | 1 |
<strong>What Google shows:</strong> Up to 3 headlines and 2 descriptions per impression. Google's AI picks the best combination for each search query.
<strong>Pro tip:</strong> Write all 15 headlines and all 4 descriptions. Ads with maximum assets get "Excellent" ad strength, which means more impressions and lower CPCs.
Headlines: 30 Characters
30 characters sounds like a lot until you start writing. Here's what fits:
- ✅ "Free Shipping on All Orders" (27 chars)
- ✅ "Shop Designer Shoes — 40% Off" (30 chars)
- ❌ "Shop Our Premium Designer Shoes Collection" (42 chars — rejected)
<strong>Tips for headline character limits:</strong>
- Count characters, not words. "Complimentary" (13 chars) vs "Free" (4 chars) — same meaning, 9 characters saved.
- Use numerals instead of words: "50% Off" (7) vs "Fifty Percent Off" (17).
- Ampersands save space: "Shoes & Bags" (12) vs "Shoes and Bags" (14).
- Skip articles: "Get Best Price" vs "Get the Best Price."
Need 15 headlines that fit within 30 characters? Generate them instantly from any URL — Jupitron validates character counts automatically.
Descriptions: 90 Characters
Descriptions give you more room to persuade. Use them for benefits, social proof, and CTAs.
| Good (within 90 chars) | Why it works |
|---|---|
| "Rated 4.8 stars by 2,000+ customers. Free shipping & easy returns. Shop now." (78) | Social proof + benefit + CTA |
| "Save 10+ hours per week with AI-powered automation. Start your free trial today." (81) | Outcome + feature + CTA |
| "Browse 500+ listings in your area. Updated daily. Schedule a free showing." (74) | Specificity + freshness + CTA |
Display Paths: 15 Characters Each
Display paths appear in your URL (e.g., `example.com/shoes/sale`). They don't need to match real pages — they're for relevance signals.
| Path 1 | Path 2 | Result |
|---|---|---|
| Shoes | Sale | example.com/Shoes/Sale |
| Google-Ads | Generator | example.com/Google-Ads/Generator |
| Free-Trial | Signup | example.com/Free-Trial/Signup |
Ad Extensions Character Limits
Extensions (now called "assets") have their own limits:
| Extension | Element | Character Limit |
|---|---|---|
| <strong>Sitelink</strong> | Link text | 25 characters |
| <strong>Sitelink</strong> | Description Line 1 | 35 characters |
| <strong>Sitelink</strong> | Description Line 2 | 35 characters |
| <strong>Callout</strong> | Text | 25 characters |
| <strong>Structured Snippet</strong> | Value | 25 characters |
| <strong>Call</strong> | Phone number | Standard format |
| <strong>Location</strong> | Automatic | From Google Business Profile |
| <strong>Price</strong> | Header | 25 characters |
| <strong>Price</strong> | Description | 25 characters |
| <strong>Promotion</strong> | Occasion | Predefined list |
Performance Max Character Limits
Performance Max campaigns use different asset specifications:
| Element | Character Limit | Quantity |
|---|---|---|
| <strong>Short headline</strong> | 30 characters | Up to 5 |
| <strong>Long headline</strong> | 90 characters | Up to 5 |
| <strong>Description</strong> | 90 characters | Up to 5 |
| <strong>Short description</strong> | 60 characters | 1 |
| <strong>Business name</strong> | 25 characters | 1 |
Display Ad Character Limits
For responsive display ads on the Google Display Network:
| Element | Character Limit | Quantity |
|---|---|---|
| <strong>Short headline</strong> | 30 characters | Up to 5 |
| <strong>Long headline</strong> | 90 characters | 1 |
| <strong>Description</strong> | 90 characters | Up to 5 |
| <strong>Business name</strong> | 25 characters | 1 |
Want to generate display ad copy that fits these limits automatically? Try our free display ads generator.
YouTube / Video Ad Character Limits
| Element | Character Limit |
|---|---|
| <strong>Headline</strong> | 15 characters (in-stream) |
| <strong>Long headline</strong> | 90 characters |
| <strong>Description</strong> | 90 characters |
| <strong>CTA button</strong> | 10 characters |
| <strong>Companion banner headline</strong> | 25 characters |
Common Mistakes
1. <strong>Writing first, counting later.</strong> Write to the limit from the start. Don't write a perfect headline and then have to butcher it.
2. <strong>Forgetting mobile truncation.</strong> On mobile, Google often shows only 2 headlines and 1 description. Your first headline and first description carry most of the weight.
3. <strong>Wasting characters on your brand name.</strong> Google now shows your business name and logo separately. Don't repeat it in headlines.
4. <strong>Not using all available slots.</strong> Google gives you 15 headline slots for a reason. More headlines = higher ad strength = better performance.
Quick Reference Card
Copy this and keep it handy:
```
RSA Headlines: 30 chars × 15
RSA Descriptions: 90 chars × 4
Display Paths: 15 chars × 2
Sitelink Text: 25 chars
Sitelink Desc: 35 chars × 2
Callouts: 25 chars
PMax Short: 30 chars × 5
PMax Long: 90 chars × 5
Display Short: 30 chars × 5
Display Long: 90 chars × 1
```
Stop Counting Characters Manually
Jupitron AI generates ad copy that fits within every character limit automatically. Paste any URL and get 15 headlines (≤30 chars) and 4 descriptions (≤90 chars) in 30 seconds — with character counts validated before you see them.
Generate Character-Perfect Ad Copy — Free