Responsive Display Ad character limits

Display ads resize across thousands of placements, so Google asks for short and long versions of everything. Here are the text-asset limits that decide whether your ad renders cleanly.

Responsive Display Ads (RDAs) assemble your images, headlines, and descriptions to fit any slot on the Display Network. The text assets have their own limits, separate from Search — a short headline is far tighter than an RSA headline, and the long headline is only used where space allows.

Google Display Ads character limits

Field	Limit	Notes
Short headline	30 characters	Shown in tight placements. Up to 5.
Long headline	90 characters	Used where space allows; one per ad.
Description	90 characters	Up to 5. Keep each scannable.
Business name	25 characters	Required; your brand label.

Common Mistakes

Writing the short headline like an RSA headline — 30 characters here often gets clipped beside an image.
Submitting one long headline only; you still need strong short headlines for small placements.
Ignoring that descriptions may not show at all in image-led placements.

Frequently Asked Questions

What is the Responsive Display Ad short headline limit?

Short headlines are capped at 30 characters. They appear in the tightest placements, so concrete, glanceable wording matters more than in Search.

How long can the long headline be?

The long headline allows up to 90 characters, but it only appears where the placement has room. Don't rely on it carrying your core message.