Google Ads

Performance Max Asset Limits: Ad Copy Guide for 2025

Performance Max campaigns use assets across Search, Display, Discover, Gmail, Maps and YouTube simultaneously. Each channel uses different assets and the character limits reflect this. Here's what you need to know.

Performance Max Text Asset Limits

Asset Type	Limit	Quantity	Used In
Headline	30 chars	Up to 5	Search, Display
Long headline	90 chars	Up to 5	Display, Discover, Gmail
Description (short)	60 chars	Up to 5	Display
Description (long)	90 chars	Up to 5	Search, Discover
Business name	25 chars	1	All placements
Call to action	Preset list	1	All placements

Long Headlines: The PMax Differentiator

Long headlines (90 chars) are PMax's version of the Display ad headline — they appear in visual placements where Google has more space. Unlike RSA headlines (which must work in isolation), long headlines are full sentences: "Get a free boiler quote from certified engineers — same-day appointments available" (83 chars).

Business Name in PMax

The business name field (25 chars) appears on every placement and can't be hidden. Keep it to your actual brand name — don't try to stuff keywords here. Google may disapprove or penalise ads where the business name doesn't match your domain.

Asset Group Strategy

PMax allows multiple asset groups per campaign, each with its own set of assets. Use this to create theme-specific groups: one asset group for each product category, service type, or audience segment. This improves relevance across channels and gives Google cleaner signals to optimise against.

What Happens When Assets Don't Fit

Unlike Search ads, PMax will not truncate assets — it simply won't use them in placements where they don't fit. This means a 90-char long headline may never appear in Search (where the 30-char limit applies). Design assets specifically for their target placement type.