Google Ads

Google Ads Character Limits: The Complete 2025 Guide

Google Ads has more character limits than any other platform — and violating them doesn't just truncate your copy, it prevents your ad from running at all. Here's every limit, explained clearly, with examples.

Responsive Search Ad (RSA) Limits

RSAs are the default ad format in Google Search campaigns. They allow up to 15 headlines and 4 descriptions, which Google's machine learning combines and tests automatically.

RSA Field	Limit	Quantity
Headline	30 characters	Up to 15
Description	90 characters	Up to 4
Display path 1	15 characters	1
Display path 2	15 characters	1

Writing Headlines in 30 Characters

30 characters is tight — it's roughly five words. Every headline must be able to stand alone (Google may show any headline in any position) and must make sense in combination with any other headline in your set.

Proven headline formulas for 30 chars:

• Keyword + qualifier: "Plumbers in Manchester" (22 chars)
• Benefit statement: "Fix Your Roof in 24 Hours" (25 chars)
• Price/offer anchor: "From £29/Month — No Lock-in" (28 chars)
• Social proof: "Rated 4.9 Stars by 2,000+" (25 chars)

Writing Descriptions in 90 Characters

Descriptions give you more room to expand on headlines. Google typically shows two descriptions together, so each must make sense in isolation and complement the other. Best practice: one description focuses on benefits/features, the other on trust signals or the CTA.

Extension Character Limits

Extension Type	Limit
Sitelink text	25 characters
Sitelink description line	35 characters (×2)
Callout extension	25 characters
Structured snippet value	25 characters
Image alt text	255 characters

Performance Max Asset Limits

Performance Max campaigns use the same RSA limits for text assets, plus additional formats: long headline (90 chars), business name (25 chars), and various image/video formats. Long headlines appear in Display and Discovery placements where more space is available.