Google Ads Character Counter
Write your responsive search ad (RSA) without constantly counting. Every line shows live how many characters are left — and turns colour when it gets tight.
Headlines
3/15Up to 15 headlines, max. 30 characters each
30 characters left
30 characters left
30 characters left
Descriptions
2/4Up to 4 descriptions, max. 90 characters each
90 characters left
90 characters left
All Google Ads character limits at a glance
| Element | Limit |
|---|---|
| RSA headline | 30 characters |
| RSA description | 90 characters |
| Display path (per field) | 15 characters |
| Callout extension | 25 characters |
| Sitelink title | 25 characters |
| Sitelink description (per line) | 35 characters |
| Structured snippet (values) | 25 characters |
| Promotion extension (text) | 20 characters |
Turn tight copy into results
Character limits are the easy part. I build the campaigns, tracking and bidding behind them — as an active Google Partner.
Why character limits decide success in Google Ads
Google Ads allows up to 15 headlines of 30 characters each and 4 descriptions of 90 characters each for responsive search ads (RSA). Go over the limit and you simply can't save the ad — the text is cut off or rejected. That's why it pays to count as you write, rather than hitting a wall in the ad editor.
But the limits are only half the job. Google mixes headlines and descriptions dynamically to serve the best combination. That means each headline has to work on its own and can't depend on a specific one before or after it. Use as many of the 15 headlines as you can, vary your value propositions, keyword mentions and calls to action — and only pin where it's genuinely necessary for legal or content reasons.
Best practice: don't max out the characters at all costs. A punchy 22-character headline often beats a crammed 30-character one. Also mind the other assets: callouts (25 characters), sitelink titles (25) and descriptions (35 each) and structured snippets (25) have their own limits. The reference table below sums up all the key limits so you can build your entire ad cleanly in one go.
How many characters can a Google Ads headline have?
A headline of a responsive search ad can be up to 30 characters long. You can add up to 15 headlines; Google dynamically serves the best combinations from them. Descriptions can be 90 characters each, up to 4 of them.
Do spaces and emojis count?
Spaces count fully — they're normal characters. Emojis and most special characters aren't allowed in Google Ads text anyway and will be rejected. Stick to standard letters, numbers and common punctuation and the count will match.
What happens if I exceed the limit?
Google Ads won't let you save the ad while any field is over the limit. The editor flags the affected field in red. This counter shows you the same thing in advance, so you never run into that dead end.
Do I have to fill in all 15 headlines and 4 descriptions?
The minimum is 3 headlines and 2 descriptions. In practice Google delivers the best results when you offer as many assets as possible — the more good headlines, the more combinations the algorithm can test. Quality still beats sheer quantity.