Google Ads responsive search ads allow 30 characters per headline (up to 15 headlines), 90 characters per description (up to 4 descriptions), and 15 characters per display path (2 paths). Use the free character counter below to write your ads with real-time character tracking, colour-coded limits, and a live preview that shows exactly how your ad appears in search results.
Key Takeaways
- Headlines: 30 characters maximum each. Google shows 2–3 headlines separated by pipes ( | ) in search results.
- Descriptions: 90 characters maximum each. Google typically shows 1–2 descriptions below the headline.
- Display paths: 15 characters each, 2 paths maximum. These appear after your domain in the green URL line.
- RSA requirement: Google requires a minimum of 3 headlines and 2 descriptions per responsive search ad.
- Pin sparingly: Pinning headlines or descriptions reduces Google’s optimisation ability by 40–60%.
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What Are the Exact Character Limits for Google Ads in 2026?
Google Ads responsive search ads (RSAs) allow 30 characters per headline, 90 characters per description, and 15 characters per display path.
You can write up to 15 headlines and 4 descriptions per RSA. Google dynamically combines them, showing 2–3 headlines and 1–2 descriptions per impression. The minimum requirement is 3 headlines and 2 descriptions. Display paths appear in the URL line as “yoursite.com/path1/path2” and serve as visual context, not actual URL directories.
Character limits are strict. Google counts every character including spaces, punctuation, and special characters. An exclamation mark, pound sign, or dash each consume one character. URLs in the final URL field have no character limit, but the display URL paths are capped at 15 characters each. Exceeding any limit prevents the ad from saving. The counter tool above tracks every field in real time so you never submit an ad that Google rejects.
How Should You Write Headlines That Fit 30 Characters?
Lead with your strongest keyword, cut unnecessary words, and use numbers to convey value within the 30-character limit.
“Expert Digital Marketing Services” is 34 characters. Too long. “Expert Digital Marketing” fits at 24 characters and delivers the same message. Every word must earn its place. Remove articles (a, an, the), simplify verbs, and abbreviate where natural.
Effective 30-character headline patterns include: keyword + benefit (“Fast SEO Results Guaranteed” at 27 chars), number + value (“Save 40% on Marketing Today” at 27 chars), and question format (“Need More Website Traffic?” at 26 chars). Write at least 8–10 headlines per ad group. Google’s machine learning needs variety to find winning combinations. Include your target keyword in at least 3 headlines, your brand name in 1–2 headlines, and unique selling points in the remainder. Avoid repeating the same word across headlines as Google may reject duplicate content.
What Makes a Strong 90-Character Description?
Pack your description with a specific benefit, social proof or statistic, and a clear call to action within 90 characters.
The description carries the persuasion. Headlines grab attention. Descriptions close the click. A strong structure follows: benefit statement + proof element + call to action. Example: “Increase leads by 150% in 90 days. 500+ UK businesses trust our approach. Get a free audit.” That is 89 characters.
Avoid wasting characters on generic phrases. “We are a leading provider of digital marketing services” uses 55 characters and says nothing specific. “150% more leads in 90 days. 500+ UK clients. Free audit” uses 56 characters and communicates three concrete selling points. Use the remaining characters for urgency (“Limited spots for January”), specificity (“Starting from £299/mo”), or differentiation (“No contracts. Cancel anytime”). Write all 4 descriptions because Google tests different combinations and surfaces the highest-performing pairs.
How Do Display Paths Improve Click-Through Rate?
Display paths add keyword relevance to your URL line, improving CTR by 10–15% compared to bare domain URLs.
Display paths appear as “yoursite.com/path1/path2” in the green URL line of your ad. They do not need to match actual pages on your website. They are purely visual signals that reinforce ad relevance.
Use your primary keyword in path 1 and a qualifier in path 2. For a plumber targeting “emergency plumber London,” use paths “emergency” and “plumber” so the URL reads “yoursite.com/emergency/plumber.” This mirrors the search query visually, increasing perceived relevance. Keep paths lowercase without spaces. Use hyphens sparingly since they consume characters. Each path allows 15 characters, giving you 30 total characters of URL customisation. Test keyword-rich paths against benefit-oriented paths (“yoursite.com/free/quote”) to determine which combination drives higher CTR for your specific audience.
How Many Headlines Should You Write Per Ad?
Write 10–15 unique headlines per responsive search ad to give Google maximum optimisation flexibility.
Google requires a minimum of 3 headlines but recommends filling all 15 slots. Ads with 10+ headlines receive 15–20% more impressions because Google can test more combinations and find optimal pairings for different search queries and user contexts.
Organise your headlines into categories. Write 3–4 keyword-focused headlines containing your target search terms. Write 2–3 benefit headlines highlighting specific outcomes. Write 2–3 trust signals including numbers, awards, or credentials. Write 1–2 urgency headlines with time-sensitive language. Write 1–2 brand headlines with your company name. This structure ensures Google always has relevant options regardless of which combination it assembles. Check your ad strength indicator in Google Ads. Aim for “Excellent” which typically requires 10+ unique headlines with diverse messaging angles and at least one keyword match per headline.
What Are the Most Common Character Limit Mistakes?
The top 3 mistakes are exceeding limits by 1–3 characters, using too many capital letters, and repeating words across headlines.
Exceeding limits is the most frustrating error because Google’s editor does not always show character counts prominently. You draft a headline in a spreadsheet, paste it in, and it fails validation. The counter tool above prevents this entirely by showing real-time counts with colour warnings at 80% capacity.
Excessive capitalisation is a policy issue, not a character issue. Google disapproves ads with “ALL CAPS WORDS” or “Unnecessary Capitalisation Of Every Word.” Use sentence case or title case naturally. Keyword repetition across headlines causes Google to suppress combinations. If “Digital Marketing” appears in 5 of your 15 headlines, Google cannot build a 3-headline combination without showing it twice, which it avoids. This reduces your effective headline pool. Vary your phrasing: “Digital Marketing,” “Online Marketing,” “Grow Your Business,” and “Marketing Services” each convey similar meaning without triggering duplication filters.
How Does Google Ads Quality Score Relate to Ad Copy?
Ad relevance and expected CTR, two of the three quality score factors, depend directly on how well your ad copy matches search intent.
Quality score ranges from 1–10 and affects your actual CPC and ad position. A quality score of 8 or higher can reduce your CPC by 30–50% compared to a score of 5. Ad copy influences two of the three components: ad relevance (does your ad match the keyword) and expected CTR (does your ad compel clicks).
To maximise ad relevance, include your exact target keyword in at least one headline and one description. Use dynamic keyword insertion ({KeyWord:Default}) in one headline to automatically mirror the search query. For expected CTR, write benefit-focused descriptions with specific numbers and clear calls to action. Ads with numbers in headlines (“Save 40%”, “500+ Reviews”, “24hr Delivery”) consistently outperform text-only headlines by 15–25% in CTR. Test systematically by changing one element at a time and running each variation for at least 1,000 impressions before drawing conclusions.
Frequently Asked Questions
Do spaces count toward the character limit?
Yes. Spaces, punctuation marks, and all special characters count as one character each toward Google Ads limits. “Free Digital Marketing” is 22 characters including both spaces. Plan your copy accounting for every space and punctuation mark. The live counter above tracks this automatically.
Can I use emojis in Google Ads?
No. Google Ads does not allow emojis in headlines or descriptions. Ads containing emojis will be disapproved during review. Use standard text characters, numbers, and approved punctuation marks only. Exclamation marks are allowed but limited to one per ad element.
What is the character limit for expanded text ads?
Expanded text ads (ETAs) were discontinued by Google in June 2022. They allowed 30 characters for headlines 1 and 2, 30 characters for headline 3, and 90 characters for descriptions 1 and 2. All new ads must use responsive search ad format. Existing ETAs may still serve but cannot be edited or created.
How many responsive search ads should I have per ad group?
Google recommends 1 responsive search ad per ad group. Having multiple RSAs in one ad group forces them to compete against each other, which fragments performance data and slows optimisation. Focus on writing one RSA with 10–15 headlines and 4 descriptions rather than splitting content across multiple ads.
Can I use trademark symbols in Google Ads?
You can use TM and registered symbols, but they count as characters. “Nike®” uses 5 characters. Google may restrict trademarked terms in ad text if the trademark owner has filed a complaint. You can always use trademarked terms in your display paths and final URLs without restriction.
What happens if my headline exceeds 30 characters?
Google will not let you save the ad. The interface shows a red error indicating the field exceeds the maximum length. You must shorten the text before the ad can be submitted. There is no workaround or exception to the 30-character headline limit.
Do dynamic keyword insertions count toward the character limit?
The default text within the dynamic keyword insertion tag counts toward the limit. “{KeyWord:Digital Marketing}” shows “Digital Marketing” (17 characters) when the search term does not fit. If the dynamically inserted keyword exceeds 30 characters, Google falls back to your default text. Always ensure your default text fits within the character limit.
Should I pin my best headline to position 1?
Only pin headlines when you must show specific text for legal or brand compliance reasons. Pinning reduces Google’s ability to optimise combinations by 40–60%. Google’s algorithm typically places your highest-performing headline in position 1 automatically. Let the machine learning work before overriding it with manual pins.
Write Better Google Ads Within Every Character Limit
Character limits force discipline. Every word in your Google Ad must earn its position. Use the counter tool above to write, refine, and preview your ads before submitting them. The live preview shows exactly how your ad will appear in search results, so you can evaluate visual impact before spending any budget.
Start with your headlines. Write 10–15 variations covering keywords, benefits, trust signals, and urgency. Check each one fits within 30 characters. Then write all 4 descriptions at 90 characters each, leading with your strongest selling point and ending with a call to action. Add keyword-relevant display paths. Review the preview, confirm all fields show green status, and submit your ad with confidence that Google will accept it on the first attempt.
Free tool by: John Isaacson, Digital Marketing Strategist at JI Digital
Last Updated: January 2026
