Google Ads Character LimitsResponsive search ads give you up to 15 headlines of 30 characters each and 4 descriptions of 90 characters each. The platform rejects over-limit assets outright, so these are true hard caps - and the 30-character headline is the discipline that shapes all search ad writing.
Verified July 2026. Platforms adjust limits over time.
| Field | Limit |
|---|---|
| Headline (each, up to 15) | 30 characters |
| Description (each, up to 4) | 90 characters |
| Display path (each of 2) | 15 characters |
| Callout asset | 25 characters |
| Sitelink text | 25 characters |
WordLimit shortens your text to the exact word or character count you need - it trims redundancy while keeping your key information and your own writing style, so human-written text stays recognizably human. Check your current count with the free word limit counter first.
30 characters per headline and 90 per description in responsive search ads as of 2026, with 15-character display paths. The editor rejects any asset over the cap.
Write the full value proposition first, then cut to the number - keeping the offer and the verb. WordLimit compresses each variant to an exact character count.
WordLimit
