Google Ads Character Limits: Complete Guide for Search Ads, Display Ads & Headlines

Google Ads is one of the most powerful online advertising platforms, but it is also very strict about character limits. If your ad text exceeds the allowed character length, Google will not approve or show your ad correctly. Even one extra character can cause errors, disapproval, or poor performance.

Many advertisers write ad copy in tools like Word, Excel, or Google Docs before uploading it to Google Ads. However, Google Ads counts characters differently than normal documents. This often leads to confusion, rejected ads, or text being cut off.

In this detailed guide, you will learn everything about Google Ads character limits. We will cover character limits for Search Ads, Responsive Search Ads, Display Ads, headlines, descriptions, paths, and extensions. You will also learn how to count characters correctly, common mistakes to avoid, and how to prepare Google Ads copy using documents and an online character counting tool.

This guide also connects with our previous articles on character count vs word count, space as a character count, special characters, meta title character limit, meta description character limit, and social media character limits, helping you build a complete understanding of text limits.

What Are Google Ads Character Limits?

Google Ads character limits define the maximum number of characters allowed in different parts of an ad. A character includes:

• Letters
• Numbers
• Spaces
• Symbols
• Punctuation
• Emojis (in limited cases)

Google Ads counts characters very strictly. If your text exceeds the limit, the ad will not be accepted.

Why Google Ads Character Limits Matter

Character limits in Google Ads matter because:

• Ads can be rejected if limits are exceeded
• Text may be cut off in search results
• Poor formatting reduces click-through rate
• Ad strength score may drop
• Campaign approval may be delayed

Following character limits ensures your ads are eligible, readable, and effective.

Google Ads Search Ad Character Limits (Responsive Search Ads)

Google Ads mainly uses Responsive Search Ads (RSAs). These ads allow multiple headlines and descriptions that Google mixes automatically.

Responsive Search Ad Headline Character Limit

• Maximum length per headline: 30 characters
• Maximum number of headlines: 15

Each headline must stay within 30 characters, including spaces.

Responsive Search Ad Description Character Limit

• Maximum length per description: 90 characters
• Maximum number of descriptions: 4

Descriptions longer than 90 characters will not be accepted.

Google Ads Path Character Limit

The display URL includes two optional path fields.

• Path 1 limit: 15 characters
• Path 2 limit: 15 characters

Paths help improve ad relevance and click-through rate, but they must be short.

Also Read:

Expanded Text Ads (Legacy Reference)

Although Google no longer allows new Expanded Text Ads, many advertisers still refer to these limits:

• Headline 1: 30 characters
• Headline 2: 30 characters
• Headline 3: 30 characters
• Description: 90 characters

These limits still influence how RSAs are displayed.

Google Ads Display Ad Character Limits

For Display Ads, character limits vary based on asset type.

Display Ad Short Headline

• Limit: 30 characters

Display Ad Long Headline

• Limit: 90 characters

Display Ad Description

• Limit: 90 characters

Business Name

• Limit: 25 characters

Exceeding these limits can affect ad eligibility across the Display Network.

Google Ads App Campaign Character Limits

For App Ads, Google recommends:

• Headlines: up to 30 characters
• Descriptions: up to 90 characters

Providing multiple variations improves performance, but each must stay within limits.

Google Ads Callout Extension Character Limit

Callout extensions add extra text below your ad.

• Character limit per callout: 25 characters

Examples:

• Free Delivery
• 24/7 Support
• No Hidden Fees

Short and clear callouts work best.

Google Ads Structured Snippet Extension Character Limit

Structured snippets include a header and multiple values.

• Each value limit: 25 characters

These help highlight services, brands, or features.

Google Ads Sitelink Character Limits

Sitelinks also have strict limits.

• Sitelink text: 25 characters
• Description line 1: 35 characters
• Description line 2: 35 characters

Long sitelink text will be rejected.

Google Ads Call Extension Character Rules

Call extensions focus on phone numbers and do not rely heavily on character count, but:

• Business name and descriptions must stay within limits
• Formatting matters

How Google Ads Counts Characters

Google Ads counts:

• Letters
• Numbers
• Spaces
• Punctuation
• Special characters

Spaces are always counted as characters. You can read more about this in our space as a character count guide.

Special characters like !, &, %, and @ are also counted and can quickly reduce available space. Learn more in our special character guide.

Common Google Ads Character Limit Mistakes

Many advertisers make these mistakes:

• Writing ad copy in Word without checking character count
• Forgetting spaces count as characters
• Using too many special characters
• Copy-pasting text with extra spaces
• Ignoring path and extension limits
• Writing headlines that exceed 30 characters

These mistakes often lead to ad rejection.

Character Count vs Word Count in Google Ads

Google Ads uses character count, not word count.

A headline with:

• 5 long words
• Or emojis

Can exceed 30 characters easily.

This is why understanding character count vs word count is critical for advertising.

How to Prepare Google Ads Copy in Word, Excel, and Google Docs

Many marketers draft ads before uploading.

Microsoft Word

Word shows character count with and without spaces. This is helpful, but Word does not show Google Ads limits visually.

You can learn how to do this step by step in how to count characters in Word.

Microsoft Excel

Excel is useful for bulk ad creation.

You can use formulas to check character length for multiple headlines and descriptions. Learn more in how to count characters in Excel.

Google Docs

Google Docs shows character count and allows live tracking while typing. This helps when drafting ads.

Learn more in how to see character count in Google Docs.

Why Word, Excel, and Google Docs Are Not Enough

These tools help with drafting, but they do not:

• Enforce Google Ads limits automatically
• Prevent accidental overflow
• Show real-time ad validation

This is why advertisers double-check with a character counter.

Best Way to Check Google Ads Character Count

The safest and fastest method is using an online character counting tool.

Our Character Count Online Tool allows you to:

• Paste ad text
• Upload Word, DOC, DOCX, or PPT files
• Instantly see accurate character count

Why Use AdvancedCharacterCounter.com for Google Ads

This tool is ideal for advertisers because:

• It shows exact character count
• It counts spaces and special characters correctly
• It avoids hidden formatting issues
• It supports document uploads
• It saves time during ad creation

You can quickly edit text until it fits Google Ads limits.

Best Practices for Writing Google Ads Within Character Limits

Follow these tips:

• Use short, clear words
• Avoid filler text
• Remove unnecessary punctuation
• Place important keywords first
• Use numbers instead of long words
• Avoid repeating the same words

Short and precise ads perform better.

Google Ads Character Limits and Ad Strength

Ad strength is affected by:

• Headline variety
• Description variety
• Relevance

Staying within character limits allows you to add more variations, improving ad strength.

Google Ads Character Limits for Mobile vs Desktop

Mobile screens show fewer characters.

Even if your ad meets the character limit, text may still be cut off on mobile. Keep important information at the beginning.

Google Ads vs SEO Character Limits

Google Ads limits are stricter than SEO.

• Meta titles allow 50–60 characters
• Google Ads headlines allow only 30 characters

This means ad copy must be much shorter and sharper.

How to Avoid Google Ads Disapproval Due to Character Limits

• Always check character count before upload
• Avoid unsupported symbols
• Follow capitalization rules
• Do not use excessive punctuation
• Test ads before launching

This reduces rejections and saves time.

Google Ads Character Limits for International Campaigns

Different languages use longer words.

German, French, and other languages may hit character limits faster than English. This makes character counting even more important.

Final Thoughts

Google Ads character limits are strict, and ignoring them can lead to rejected ads, poor performance, and wasted time. Headlines, descriptions, paths, and extensions all have specific limits that must be respected. Word count does not matter in Google Ads; character count is everything.

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

Check your Google Ads character count now: Character Count Online Tool

Frequently Asked Questions (FAQs)