An Introduction to Google Ads Character Limits

4 min read

Understanding the "google ads character limit" is crucial for advertisers aiming to maximise the impact of their online campaigns. This blog delves into the character limits imposed by Google across various ad formats, highlighting the importance of concise and potent messaging in driving successful digital marketing campaigns.

Mastering Google Ads requires not just creativity but also a clear understanding of its operational rules, with the google ads character limit being particularly important. We'll explore the character limits for different Google Ad formats, emphasising the role of succinct and powerful messaging in successful advertising.

What are the Google Ad Formats?

Google offers a variety of ad formats(external link), each designed to meet specific marketing goals and engage potential customers differently. From search and display ads to interactive call ads, each format adheres to specific character limits.


Responsive Search Ads


Responsive search ads let advertisers enter multiple headlines and descriptions. Google tests and optimises these to display the most effective combination. This adaptability aims to enhance ad performance by matching a broad range of user searches and preferences.

Character Limits

Responsive search ads accommodate up to 15 headlines, each with a 30-character maximum, and up to 4 descriptions, each with up to 90 characters. This setup encourages advertisers to craft varied and dynamic ad copy.


Dynamic Search Ads


Dynamic search ads generate ad headlines and landing pages from your website content, capturing traffic from searches that match your offerings. This format is ideal for advertisers with comprehensive websites.

Character Limits

The character limit for dynamic search ads pertains to descriptions, allowing up to 90 characters. Headlines are generated dynamically, varying in length, but descriptions must be concise and relevant.


Responsive Display Ads


Responsive display ads adjust their size and format to fit different ad spaces on the Google Display Network. Advertisers provide images, headlines, descriptions, and logos, with Google optimising the presentation.

Character Limits

These ads allow up to 5 headlines (30 characters each), 5 descriptions (90 characters each), and a business name (25 characters). This flexibility supports creative expression within set boundaries.


Call Ads


Call ads prompt phone calls to your business directly from the ad, ideal for businesses prioritising direct customer contact. These ads are mainly shown on mobile devices.

Character Limits

Call ads include two 30-character headlines and one 90-character description, focusing on quickly conveying value and encouraging immediate action.

Does character length affect the success of your Google ad?

Many factors influence a Google ad's success, with strategic use of the character limit being key. Effective, succinct ad copy that fits within the google ads character limit can significantly boost click-through rates and ad performance, emphasising the importance of highlighting unique selling points and calls to action.

What makes a successful Google Ad?

Crafting a successful Google Ad goes beyond adhering to character limits(external link); it's about conveying a compelling message that resonates with your target audience. The essence of effective Google Ads messaging lies in clarity, relevance, and a strong call to action.

A successful Google Ad captures attention with a headline that speaks directly to the viewer's needs or challenges, using language that reflects their search intent. This relevance is key to improving your ad's click-through rate (CTR) and overall performance.

The description lines offer a space to elaborate on the headline's promise, providing details about the product or service that highlight its benefits and differentiators. Here, leveraging the limited character space to include unique selling points and any offers can significantly enhance the ad's effectiveness.

Moreover, including a strong call to action (CTA) guides the audience on the next steps, whether it's making a purchase, signing up for more information, or visiting a website, thereby increasing conversion rates.

Ultimately, the success of a Google Ad in messaging hinges on its ability to make every character count towards a unified goal: to engage, inform, and motivate the audience. By striking a balance between creativity and clarity within the set character limits, advertisers can craft messages that not only meet Google Ads' technical requirements but also drive meaningful engagement and results.

Need help with your Google Ads account?

Somar Digital can optimise your account

Creating effective Google Ads within the character limits can be a challenge. Somar Digital specialises in optimising Google Ads accounts to ensure campaigns leverage the available space for maximum impact. Our experts can refine your ad strategy, craft compelling copy, and manage your campaigns for improved results.

If you'd like to know more about how Somar Digital can help you with your Google Ads management fill out the form below!

Book a free consultation with one of our Google Ads experts

Frequently asked questions

How many characters are allowed in a Google ad?

What is the word limit for Google Ads?

How long can a Google ad description be?

What are Google Ads rules?

Do Google ad character limits include spaces?

by Somar Digital