Performance Max text-asset character limits

Performance Max pulls from one asset group across Search, Display, YouTube, and more — so it asks for the widest set of text assets of any campaign type.

A Performance Max asset group feeds every Google surface at once, so it needs short and long headlines, multiple descriptions, and a business name. The limits mirror Search and Display but the volume is higher — Google wants the maximum number of assets to assemble ads for each placement.

Google Performance Max character limits

FieldLimitNotes
Headline (each)30 charactersUp to 15. Provide as many distinct ones as you can.
Long headline (each)90 charactersUp to 5.
Short description60 charactersOne, for tight placements.
Description (each)90 charactersUp to 4.
Business name25 charactersRequired.

Common Mistakes

  • Supplying the minimum assets, which starves Google's optimization across surfaces.
  • Forgetting the 60-character short description used in cramped placements.
  • Reusing Search RSAs without adding the long headlines PMax needs.

Frequently Asked Questions

What are Performance Max character limits?

Headlines cap at 30 characters (up to 15), long headlines at 90 (up to 5), the short description at 60, standard descriptions at 90 (up to 4), and business name at 25. Provide the maximum assets so Google can build ads for every surface.