Google Ads character limits, in one table

Responsive Search Ads cap headlines at 30 characters and descriptions at 90 — and Google quietly drops anything that runs over. Here is every field, every limit, and the ones advertisers miss.

A Responsive Search Ad (RSA) is built from up to 15 headlines and 4 descriptions that Google mixes at serve time. The character limits are hard caps: a 31-character headline is rejected, not truncated, so a single long line can stop an asset from ever showing. These are the limits that matter.

Google Ads (RSA) character limits

Field	Limit	Notes
Headline (each)	30 characters	Up to 15 per ad. Aim for 8–15; Google needs variety to optimize.
Description (each)	90 characters	Up to 4 per ad. Provide at least 2 distinct ones.
Display path (each)	15 characters	Two optional path fields after your domain.
Business name (PMax/assets)	25 characters	Used where the ad shows your brand label.
Final URL	No character cap	Must match the displayed domain.

Common Mistakes

Writing only 3–5 headlines — Google can't optimize without variety, and Ad Strength drops to Poor.
Counting spaces wrong — spaces and punctuation all count toward the 30/90 limits.
Repeating the same phrase across headlines, which Google flags as low diversity.
Forgetting that pinned headlines reduce the combinations Google can test.

Frequently Asked Questions

What is the Google Ads headline character limit?

Each Responsive Search Ad headline is capped at 30 characters, including spaces and punctuation. You can add up to 15 headlines per ad.

What is the description character limit?

Each description is capped at 90 characters, and you can add up to 4 per ad. Google recommends at least 2 meaningfully different descriptions.

Does Google truncate or reject long headlines?

It rejects them. Unlike feed ads that truncate with an ellipsis, an RSA headline over 30 characters can't be saved, so the asset never serves.

How many headlines should I write?

Provide 8–15 distinct headlines. Ad Strength rewards diversity, and more assets give Google more combinations to test. Jupitron generates the full 15 from a URL automatically.