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Google Ads character limits for 2026: search, assets and PMax
A Google Ads responsive search ad allows headlines of up to 30 characters, descriptions of up to 90 characters and two display URL paths of up to 15 characters each. Sitelink text and callouts are capped at 25 characters.
Every number below comes from Google Ads Help, read on 6 November 2026 and cited next to the number. If Google changes a limit, the page it links to is the one to trust.
Responsive search ads
| Field | Limit | How many per ad |
|---|---|---|
| Headline | 30 characters | 3 to 15 |
| Description | 90 characters | 2 to 4 |
| Path 1 | 15 characters | Optional |
| Path 2 | 15 characters | Optional |
Source: Google Ads Help, About responsive search ads1.
Google mixes and matches your headlines and descriptions, so the ad people see is a combination you didn’t write as a whole1. Each headline has to make sense next to any other.
Double-width characters
In Korean, Japanese and Chinese, Google counts every character as 21. That halves each limit:
| Field | Standard | Double-width |
|---|---|---|
| Headline | 30 | 15 |
| Description | 90 | 45 |
| Path | 15 | 7 |
Source: Google Ads Help, About responsive search ads1.
Assets (formerly extensions)
| Asset | Field | Limit |
|---|---|---|
| Sitelink | Link text | 25 characters (12 double-width)2 |
| Callout | Text | 25 characters (12 double-width)3 |
| Structured snippet | Values | At least 3 values per header4 |
Up to 10 callouts can show with one ad, depending on spacing, browser and device3. For sitelinks, Google recommends filling in both description lines so the sitelink can show with more detail2. For structured snippets, Google asks for at least 3 values and suggests aiming for 4 or more4.
Performance Max
Performance Max builds ads for every Google channel from one asset group, so the text limits look like a mix of search and display:
| Asset | Limit | How many |
|---|---|---|
| Headline | 30 characters | 3 to 15 |
| Long headline | 90 characters | 1 to 5 |
| Description | 90 characters | 2 to 5 |
| Business name | 25 characters | 1 |
Source: Google Ads Help, Performance Max specs5. Google also asks that at least one headline be 15 characters or fewer5, because some placements only have room for a very short line.
Where the limits bite
The character count isn’t the only thing that cuts an ad. A few patterns we see often:
- Keyword insertion. A headline that fits with your default text can go over once a long search term is dropped in. Test the longest keyword you bid on.
- Pinned headlines. If you pin one headline to position 1, every ad starts with it. A 30-character pin leaves no room for variety.
- Translations. German and Finnish run long; Japanese and Chinese hit the double-width rule. Check every language on its own.
- Short placements. In Performance Max, the “at least one headline under 15” rule exists because some formats cut anything longer.
A quick checklist
These are our suggestions, not Google rules:
- Write 15 headlines, and make at least three of them under 20 characters.
- Put the offer or price in at least one headline as well as a description, so it shows whichever combination Google picks.
- Use the paths for words people search (“/running-shoes/sale”), not for tracking codes.
- Keep callouts different from your headlines. Repeating the same words wastes the space.
You can paste a headline or description into our free ad limit checker to see the count, including the double-width rule, before you upload.
Sources and credits
All limits are credited to Google and were read on Google Ads Help on 6 November 2026. Google and Google Ads are trademarks of Google LLC. Truncly isn’t affiliated with or endorsed by Google.
Footnotes
-
Google Ads Help, About responsive search ads. Headline, description and path limits, counts and the double-width rule. ↩ ↩2 ↩3 ↩4
-
Google Ads Help, About sitelink assets. Link text limit and description guidance. ↩ ↩2
-
Google Ads Help, About callout assets. Callout text limit and how many can show. ↩ ↩2
-
Google Ads Help, About structured snippet assets. Minimum and recommended number of values. ↩ ↩2
-
Google Ads Help, Performance Max campaigns specs and format requirements. Headline, long headline, description and business name limits. ↩ ↩2
Quick answers
What is the Google Ads headline character limit?
Each responsive search ad headline can be up to 30 characters. You add between 3 and 15 headlines per ad (Google Ads Help, About responsive search ads).
What is the Google Ads description character limit in 2026?
Up to 90 characters per description, with 2 to 4 descriptions per responsive search ad (Google Ads Help, About responsive search ads).
How long can the display URL paths be?
Each of the two path fields allows up to 15 characters (Google Ads Help, About responsive search ads).
Do Chinese, Japanese and Korean characters count double in Google Ads?
Yes. Google counts every character in a double-width language as 2, so a 30-character headline fits 15 of them (Google Ads Help, About responsive search ads).
What are the Performance Max text limits?
Headlines up to 30 characters (3 to 15), long headlines up to 90 (1 to 5), descriptions up to 90 (2 to 5) and a business name up to 25 (Google Ads Help, Performance Max specs).