Google Ads Character Limits: Headlines, Descriptions and Paths
A search ad can look great in a document and still fail a Google Ads field limit. Use this practical reference to check each responsive search ad (RSA) asset before you copy it into your account.
Open the free Google Ads Character Counter — check up to 15 headlines, 4 descriptions, two display paths and a sample live preview. No signup or upload.
Quick reference: RSA field limits
| Field | Maximum length | Assets |
|---|---|---|
| Headline | 30 characters | 3–15 headlines |
| Description | 90 characters | 2–4 descriptions |
| Display path | 15 characters per path field | Two optional fields |
These are the responsive search ad limits, not responsive display ads or Performance Max asset limits. Google Ads may change its products; consult the official Google Ads responsive search ad help page when you publish.
Step 1: Write headlines that stand alone
Google can combine and reorder your headline assets. Avoid writing one headline that only makes sense after another. Start with at least three relevant headlines, preferably with a mix of user benefit, offer details and a clear call to action. The limit is 30 characters for each headline, not for all headlines combined.
For example, a writing-tool campaign might test the following independent angles: “Count Words Online”, “Free Character Counter”, and “Check Text Length Fast”. Treat these as drafting examples rather than promises about performance or approval. Avoid repeated identical headlines; diverse, accurate wording lets Google test more distinct combinations.
Step 2: Draft descriptions with a different job
A description has a 90-character limit. Use one to describe the product, and another to show a concrete benefit or next action. If you repeat the same claim in every description, the resulting combinations become less informative. Google may show more than one description but does not promise to display every asset together.
Step 3: Count double-width characters correctly
Google says that characters in double-width languages, including Chinese, Japanese and Korean, count as two toward these limits. That means the visible length of a mixed-language phrase may understate its effective advertising length. The PostChars counter provides an estimate of weighted characters; Google Ads is the final validator, especially for unusual Unicode and emoji sequences.
Step 4: Check optional display paths
Display paths help communicate where a visitor might land. Each of the two optional path fields has its own 15-character limit. Do not use a path preview as a substitute for checking the final URL and landing page. The URL needs to match the destination and follow Google Ads policies.
Step 5: Preview combinations and validate in Google Ads
A text preview is only illustrative: different devices, queries and auction contexts can change how the actual ad is assembled. Confirm that each headline reads well on its own, the descriptions make sense in more than one pairing, and the destination is accurate. Then copy your assets into the official editor to validate them before publishing.
Common questions
Does Google count spaces?
Yes, spaces and punctuation count toward the text-field limits. Double-width characters can count as two.
Can I use one headline and one description?
Responsive search ads are designed for multiple assets: Google specifies at least three headlines and two descriptions. See the latest official documentation for account-specific requirements.
Will the character counter create or publish an ad?
No. PostChars is an independent browser-based copy checking utility. It does not access your Google Ads account or transmit draft copy to PostChars.
Try the Google Ads Character Counter or explore our X/Twitter weighted character counter for social posts.