Draft your ad copy above and check each asset against Google Ads' strict character limits before you paste it into the editor.
Google Ads Character Limits (Responsive Search Ads)
| Field | Limit |
|---|---|
| Headline (up to 15 per ad) | 30 characters each |
| Description (up to 4 per ad) | 90 characters each |
| Display URL path (2 fields) | 15 characters each |
| Sitelink text | 25 characters |
| Callout extension | 25 characters |
Limits verified as of July 2026. Platforms change limits occasionally — if you spot one that moved, let us know.
Writing Inside 30 Characters
Thirty characters is brutally short — roughly four to five words. Every headline must carry one complete idea: a benefit (“Free Shipping Over $50”), a differentiator (“Family-Owned Since 1998”), or a call to action (“Get a Quote in Minutes”). Google mixes and matches your headlines, so each one has to make sense next to any other.
RSA Copy Tips
- Use all 15 headline slots. More variants give Google's ad-serving more combinations to test.
- Include the keyword in 2–3 headlines — it gets bolded when it matches the query — but write the rest for benefits.
- Don't repeat the same idea in multiple headlines; Google may show them together and the ad reads as stuttering.
- Descriptions (90 chars): lead with the value, end with the action. Character-count each one — the editor rejects overruns silently.
Do spaces count toward Google Ads limits?
Yes — spaces and punctuation all count. “Free Shipping & Returns” is 24 characters, not 21.
Will all 15 headlines show at the same time?
No. Google assembles each ad from up to 3 headlines and 2 descriptions at serve time, in any combination. Write every headline to stand alone — you cannot control which ones appear together.