Google Ads

Google Ads Extensions: Character Limits & Best Practices 2025

Ad extensions (now called assets in Google Ads) increase your ad's footprint in search results and typically improve CTR by 10–15%. But every extension type has its own character limits. Here's the complete reference.

Sitelink Extensions

Field	Limit
Sitelink text	25 characters
Description line 1	35 characters
Description line 2	35 characters

Sitelinks appear as clickable links below your main ad, sending users to specific pages. Text should be action-oriented: "Get a Free Quote", "See Our Prices", "View Case Studies". Description lines (shown when Google has space) should add a specific benefit or differentiator.

Callout Extensions

Limit: 25 characters each. Minimum: 2. Maximum: 10 per campaign.

Callouts are short text snippets that appear below your ad, highlighting features or offers. They're not clickable. Best used for quick trust signals: "Free Delivery", "Open 7 Days", "No Contract", "Award-Winning Service", "100% UK-Based Team".

Structured Snippet Extensions

Limit: 25 characters per value. Minimum: 3 values.

Structured snippets use a predefined header (Services, Brands, Types, etc.) followed by a list of values. Example: "Services: Boiler Repair, Plumbing, Gas Certificates". Each value must fit in 25 characters.

Location and Call Extensions

Location extensions pull from your Google Business Profile — no character limits to manage. Call extensions show your phone number — no copy to write, but ensure your number is correct and tracking is set up.

Promotion Extensions

Field	Limit
Item text	20 characters
Promotion detail	20 characters

Promotion extensions highlight sales and offers with a price tag icon. They're available seasonally (Black Friday, Christmas, etc.) or for evergreen promotions. The 20-char item field is tight — focus on the category: "Winter Service Plans" (20 chars exactly).