Google Ads character counter
Paste your ad copy, one asset per line, and fill in your sitelinks and structured snippet. Each line is counted the way Google counts it and checked for duplicates and common policy problems. Nothing you type leaves your browser.
Google Ads character limits
Every letter, number, space and punctuation mark counts as one character. Chinese, Japanese and Korean characters count as two.
| Asset | Limit | Search (RSA) | Performance Max |
|---|---|---|---|
| Headline | 30 | 3–15 | 3–15 |
| Long headline | 90 | Not used | 1–5 |
| Description | 90 | 2–4 | 2–5 (one ≤ 60) |
| Callout | 25 | Up to 20 | Up to 20 |
| Sitelink text | 25 | Up to 20; two optional description lines of 35 each | |
| Structured snippet value | 25 | 3–10 values under one of Google's headers | |
| Display URL path | 15 | 2 paths | Not used |
Questions
Do spaces and punctuation count toward the limit?
Yes. Every letter, number, space and punctuation mark counts as one character.
How does Google count Chinese, Japanese and Korean characters?
Double-width characters count as two each, so a 30-character headline fits about 15 of them. The counter does this for you.
How is keyword insertion counted?
For {KeyWord:Default text}, only the default text counts toward the limit, so the counter counts that. Make sure your longest likely keyword also fits.
How many headlines and descriptions can I add?
Responsive search ads take 3 to 15 headlines and 2 to 4 descriptions. Performance Max asset groups take 3 to 15 headlines, 1 to 5 long headlines and 2 to 5 descriptions, and one description must be 60 characters or fewer.
Can I use an exclamation mark in a headline?
No. Google's editorial policy doesn't allow exclamation marks in headlines or callouts. One is allowed in a description. Repeated punctuation, ALL CAPS words and "click here" are also likely to be disapproved.
What are the sitelink character limits?
Sitelink text is 25 characters and each of the two description lines is 35. Description lines are optional, but if you add one, add both. Google allows up to 20 sitelinks per campaign; add at least 4.
Which structured snippet headers can I use?
Only Google's headers: Amenities, Brands, Courses, Degree programs, Destinations, Featured hotels, Insurance coverage, Models, Neighborhoods, Service catalog, Shows, Styles and Types. Each snippet needs 3 to 10 values of up to 25 characters.