Google Ads Character Limits – Text Ads & Extensions (2021)

About the Character Limits for Google Ads

January 26th, 2021: Up-to-Date.

Google announced the launch, and eventual changeover, to an Expanded Text Ad format in mid-2016. The Expanded Text Ads gave a boost to the clickable real-estate of the ad, and a longer description for more detail. If you haven’t updated your older ads, you’re missing an opportunity to increase your position and Click Through Rate. Here’s a little more information:

(See below for the character limits list)

  • Expanded Text Ads are the basic format for text based search ads on Google’s Search Network.
  • The ads will show slightly different from mobile and desktop (and variations on the Display Network).
  • New character limits apply to the elements of the Expanded Text Ad.
  • Ad Extension also carry their own unique character limits, which I’ve included below.

Character Limits for AdWords Ads & Extensions

The following Google Ads character limits for Search (text), Display, and Extensions were updated August 22nd, 2018.

Search Ads

New Google Ads (AdWords) view of the new feature: 3rd Headline and 2nd Description fields.

Text Ad – New 3rd Headline & 2nd Description

Text Ads (Formerly called Expanded Text Ads)

Headline 1: 30 Characters
Headline 2: 30 Characters
Headline 3: 30 Characters
Description 1: 90 Characters
Description 2: 90 Characters
Path 1: 15 Characters
Path 2: 15 Characters

Responsive Search Ad (beta)

Headline (up to 15): 30 Characters
Description (up to 4): 90 Characters
Path 1: 15 Characters
Path 2: 15 Characters

Ad Extensions

Sitelink Extension

Link Text: 25 Characters
Description Line 1: 35 Characters
Description Line 2: 35 Characters

Callout Extension

Callout Text: 25 Characters

Structured Snippet

Value 1, 2, 3…: 25 Characters

Display Network Text Ads

Display Responsive Ads

Headlines (up to 5): 30 Characters
Long Headline: 90 Characters
Description: 90 Characters
Business Name: 25 Characters


The image below is generated using an ad preview tool. It shows how all the various Ad Extensions display on an Expanded Text Ad, and the character limits list is located below. Note, that the ad above the phone is the desktop view, and the ad in the device is a mobile view. This particular preview tool is located at: Expanded Text Ad Preview Tool Thanks guys at @karooya!

Elements of a Google ad including extensions with desktop and mobile previews

Want to learn More?

Google’s Best Practices for Effective Ads

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