Character Limits – Google Ads, Linkedin

Updated: January 18th, 2024

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.

Ad Formats

Responsive Search Ad (appear in Google Search Results)

15 Headlines: 30 Characters
4 Descriptions: 90 Characters
Path 1: 15 Characters
Path 2: 15 Characters

Performance Max Ads

10 Headlines: 30 characters
5 Long Headlines: 90 characters
1 Short Description: 60 characters
4 Regular Descriptions: 90 characters

Display Responsive Ads

5 Headlines: 30 Characters
Long Headline: 90 Characters
Description: 90 Characters
Business Name: 25 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


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

rocket pixelated icon image

More Posts

4 Responses

  1. I am spending $950 a month with sepsis yellow pages which they have set me up on google but I am receiving less leads than someone spending $300/month please help!!!

    1. Hi Mick, I wouldn’t be surprised about that. Google Ads can be targeted to reach someone when they’re in the moment of action, and there are lots of optimizing tactics to get an even better return. If you are looking for some help feel free to get in touch.

Leave a Reply

Your email address will not be published. Required fields are marked *