Bing Ad Character Limit Explained (Search & Display Ads)

Bing Ads, now officially known as Microsoft Advertising. Bing Ad character limit play an important role in how your ads appear and perform on Microsoft Advertising. Whether you are creating search ads or display ads, every part of your ad such as headlines, descriptions, paths, and extensions must stay within a fixed character limit. Even one extra character including spaces or special symbols can cause your ad to be rejected or not shown correctly.

Many advertisers prepare Bing ads in tools like Word, Excel, or Google Docs, but these tools do not always follow Bing’s exact character rules. This often leads to confusion, errors, and wasted time during ad approval. Bing Ads does not count words. It counts characters, including spaces, punctuation, and special characters.

In this guide, you will learn everything about Bing Ad character limits for search and display ads. We will explain the exact character limits for headlines, descriptions, display URLs, and ad extensions. You will also learn how Bing counts characters, common mistakes to avoid, and how to check character count correctly before submitting your ads. This will help you create clean, approved, and high-performing Bing ads without trial and error.

What Is Bing Ads and Why Character Limits Matter

Bing Ads or Microsoft Advertising is an online advertising platform that allows businesses to display ads on Bing search results and partner websites. The platform focuses on high intent users, especially desktop and enterprise audiences.

Character limits matter in Bing Ads because ad text must fit into a fixed layout. Bing Ads does not allow flexible text lengths. If your headline or description exceeds the allowed number of characters, the system will not accept it. This makes character counting one of the most important steps in Bing ad creation.

What Is the Bing Ad Character Limit

The Bing ad character limit refers to the maximum number of characters allowed in different parts of an ad. A character includes letters, numbers, spaces, punctuation, and special symbols.

Bing Ads uses character count and not word count. Even if your ad has very few words, it can still exceed the limit if the words are long or include special characters.

Bing Responsive Search Ad Character Limits

Microsoft Advertising mainly uses Responsive Search Ads. These ads allow multiple headlines and descriptions that the system rotates automatically.

Bing Ad Headline Character Limit

Each headline can contain a maximum of 30 characters. This includes spaces and punctuation.

You can add up to 15 headlines, but each headline must stay within the 30 character limit. If even one headline exceeds the limit, the ad will not be accepted.

Bing Ad Description Character Limit

Each description can contain up to 90 characters. This limit includes spaces and special characters.

You can add up to 4 descriptions. All descriptions must follow the character limit rules strictly.

Bing Ad Display URL Path Character Limit

Bing Ads allows two optional path fields in the display URL.

Path 1 can have up to 15 characters.
Path 2 can also have up to 15 characters.

Paths help improve ad relevance and visibility, but they must be short and clear.

Bing Expanded Text Ads Reference

Although Bing Ads mainly uses Responsive Search Ads, some advertisers still refer to older Expanded Text Ad formats.

The limits were similar:

Headline 1 up to 30 characters
Headline 2 up to 30 characters
Headline 3 up to 30 characters
Description up to 90 characters

These limits still influence how ads are displayed today.

Bing Ads Display Ad Character Limits

Microsoft Advertising also supports display ads across partner networks. Character limits vary depending on the asset type.

Short headline allows up to 30 characters.
Long headline allows up to 90 characters.
Description allows up to 90 characters.
Business name allows up to 25 characters.

Using text longer than the allowed limit may restrict ad delivery.

Bing Ads Callout Extension Character Limit

Callout extensions allow you to highlight benefits and features.

Each callout can contain up to 25 characters.
Short callouts perform better and improve click through rate.

Bing Ads Structured Snippet Character Limit

Structured snippets include a header and multiple values.

Each value can contain up to 25 characters.
These are useful for listing services, brands, or features.

Bing Ads Sitelink Character Limits

Sitelinks help users navigate to specific pages on your website.

Sitelink text allows up to 25 characters.
Description line one allows up to 35 characters.
Description line two allows up to 35 characters.

All characters including spaces are counted.

How Bing Ads Counts Characters

Bing Ads counts every visible and invisible character.

Letters are counted.
Numbers are counted.
Spaces are counted.
Punctuation marks are counted.
Special characters like exclamation marks and symbols are counted.

This is why understanding space as a character count is very important when writing Bing ads.

Also Read: Bing Ad Character Limit Explained for Search and Display Ads

Character Count vs Word Count in Bing Ads

Bing Ads does not care about how many words you use. It only checks how many characters are used.

A headline with five long words may exceed 30 characters.
A headline with seven short words may fit easily.

This is why relying on word count is a common mistake in Bing advertising.

Why Bing Ads Character Limits Are Strict

Bing Ads displays ads in a fixed layout across devices. To maintain a clean and readable interface, Microsoft Advertising enforces strict character limits.

If limits were flexible, ads would look uneven and hard to read. Character limits ensure consistency and fairness for all advertisers.

Common Bing Ads Character Limit Mistakes

Many advertisers face rejection because of small mistakes.

Using extra spaces between words
Adding unnecessary punctuation
Copying text from Word with hidden formatting
Using too many special characters
Ignoring path and extension limits
Assuming Bing Ads uses word count

Avoiding these mistakes saves time and prevents ad disapproval.

Bing Ads and Special Characters

Special characters such as exclamation marks and symbols are allowed in moderation, but they still count as characters.

Using too many special characters can reduce available space quickly. Overuse may also violate editorial guidelines.

Bing Ads Character Limits for Mobile and Desktop

Although Bing Ads uses the same character limits for all devices, mobile screens display fewer characters.

Important words should always be placed at the beginning of headlines and descriptions to ensure visibility.

How to Prepare Bing Ads Copy in Microsoft Word

Many advertisers draft Bing ads in Word.

Microsoft Word shows character count with spaces and without spaces. This helps, but Word does not enforce Bing specific limits automatically.

You should always manually check that your headline does not exceed 30 characters and descriptions do not exceed 90 characters.

Also Read: Google Ads Character Limits Complete Guide

How to Prepare Bing Ads Copy in Excel

Excel is useful when managing many ads at once.

You can create columns for headlines and descriptions and use formulas to check character count for each row. This is helpful for bulk ad creation.

However, Excel still requires careful review to avoid errors.

How to Prepare Bing Ads Copy in Google Docs

Google Docs allows live character count while typing. This is useful when drafting ads.

You can enable word and character count display to monitor length in real time.

Why Word Excel and Google Docs Are Not Enough

While document tools are helpful, they do not understand Bing Ads rules.

They do not warn you when you exceed ad specific limits.
They do not prevent hidden spaces from being counted.
They do not validate ad components separately.

Because of this, advertisers often rely on a dedicated character counting tool.

Best Way to Check Bing Ad Character Count

The easiest and most accurate way to check Bing ad character limits is by using an online character counter.

Our Character Count Online Tool helps you check text length instantly and accurately.

You can paste ad text or upload Word, DOC, DOCX, or PPT files and get precise results.

👉 Use it here

Character Count Online Tool: https://www.advancedcharactercounter.com

Why AdvancedCharacterCounter.com Is Ideal for Bing Ads

This tool is perfect for Bing advertisers because it:

Counts characters accurately including spaces
Handles special characters correctly
Avoids hidden formatting issues
Supports document uploads
Saves time during ad creation

You can quickly adjust your headlines and descriptions until they meet Bing Ads limits.

Best Practices for Writing Bing Ads Within Character Limits

Use short and clear words
Avoid filler text
Remove unnecessary punctuation
Use numbers instead of long phrases
Focus on one message per headline
Keep callouts simple

Short and focused ads usually perform better on Bing.

Bing Ads Character Limits and Ad Performance

Ads that follow character limits closely:

Get approved faster
Look cleaner in search results
Have better click through rates
Maintain consistent visibility

Character control directly affects ad quality.

Bing Ads vs Google Ads Character Limits

Bing Ads and Google Ads have very similar limits.

Headlines allow 30 characters on both platforms.
Descriptions allow 90 characters on both platforms.
Path fields allow 15 characters on both platforms.

However, approval rules and editorial policies may differ slightly.

Bing Ads Character Limits for International Campaigns

Some languages use longer words than English.

This means international advertisers must be extra careful. Character limits can be reached faster in languages like German or French.

Checking character count becomes even more important for global campaigns.

How to Avoid Bing Ads Rejection Due to Character Limits

Always check character count before upload.
Avoid excessive punctuation and symbols.
Follow capitalization rules.
Test ads before launching campaigns.

These steps help reduce rejection and save approval time.

Bing Ads Character Limits for Extensions

Extensions often improve ad visibility, but they also follow strict character rules.

Callouts, sitelinks, and structured snippets must all follow their individual limits. One extension exceeding the limit can affect ad approval.

Bing Ads and Space as a Character Count

Spaces are counted as characters in Bing Ads.

One extra space can cause your headline to exceed 30 characters. Removing unnecessary spaces is one of the easiest ways to reduce length.

Bing Ads and Emoji Usage

Emojis are generally not recommended in Bing Ads. Even when allowed, they count as characters and may reduce available space.

Using emojis can also affect professionalism and approval.

Bing Ads Character Limit Checklist

Before submitting your ad, always check:

Headline length is 30 characters or less
Description length is 90 characters or less
Paths are within 15 characters
Extensions follow their limits
Spaces and special characters are controlled

This checklist helps prevent last minute errors.

Final Thoughts

Bing ad character limits are strict and must be followed carefully. Headlines descriptions paths and extensions all have specific limits that cannot be ignored. Word count does not matter in Bing Ads. Only character count matters.

Many ads fail approval because of one extra space or symbol. This is why checking character count before uploading ads is essential.

While tools like Word Excel and Google Docs help with drafting, an online character counter gives you final confidence before publishing.

Check your Bing ad character count now