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Microsoft Advertising (Bing Ads) character limits for 2026
Microsoft Advertising is the ad platform behind Bing search ads. Its search ad limits match Google’s almost exactly, but the extras (sitelinks, callouts, audience ads) have rules of their own.
Every number below comes from Microsoft’s own API reference. We checked each page on 7 October 2026 and cite it next to the number. If Microsoft changes a limit, the page it links to is the one to trust.
Responsive search ads
| Field | Limit | How many |
|---|---|---|
| Headline | 30 characters | 3 to 15 |
| Description | 90 characters | 2 to 4 |
| Path 1 | 15 characters | Optional |
| Path 2 | 15 characters | Only if Path 1 is set |
Source: Microsoft, ResponsiveSearchAd1.
Microsoft applies these limits to the final text, after dynamic text such as keyword insertion is filled in1. A headline that looks short in the editor can still go over 30 once a long keyword is inserted.
The display URL has two more rules. Your domain plus both paths can’t go over 67 characters, and a path can’t contain a slash. Spaces in a path are replaced with underscores1.
Double-width characters count twice
Microsoft counts Chinese, Japanese and Korean characters, and emoji, as double-width1. That halves each limit:
| Field | Standard | Double-width |
|---|---|---|
| Headline | 30 | 15 |
| Description | 90 | 45 |
| Path | 15 | 7 |
| Domain plus paths | 67 | 33 |
Source: Microsoft, ResponsiveSearchAd1.
If you run ads in several languages, check each translation on its own.
Ad extensions
| Extension | Field | Limit |
|---|---|---|
| Sitelink | Link text | 25 characters with descriptions, 35 without2 |
| Sitelink | Description 1 and 2 | 35 characters each, both or neither2 |
| Callout | Text | 25 characters3 |
| Structured snippet | Each value | 25 characters, 3 to 10 values4 |
Two rules catch people out. Sitelink link text drops from 35 to 25 characters as soon as you add descriptions2. And callout text has to be different from the text of your ad3.
Audience ads
Audience ads are assembled from parts, much like Google’s responsive display ads.
| Field | Limit | How many |
|---|---|---|
| Short headline | 30 characters | 1 to 15 |
| Long headline | 90 characters | 1 to 5 |
| Description | 90 characters | 1 to 5 |
| Business name | 25 characters | 1 |
Source: Microsoft, ResponsiveAd5. As with search ads, double-width characters use the limits twice as fast5.
Writing to these limits
These are our suggestions, not Microsoft rules:
- Make each headline work on its own. You don’t control which headlines are shown together.
- Test your longest keyword in every dynamic slot before you publish.
- Check each language separately, especially anything with emoji or Asian scripts.
You can paste a headline or description into our free ad limit checker to see the count before you upload.
Sources and credits
All limits are credited to Microsoft and were read on Microsoft Learn on 7 October 2026. Microsoft, Microsoft Advertising and Bing are trademarks of Microsoft Corporation. Truncly isn’t affiliated with or endorsed by Microsoft.
Footnotes
-
Microsoft Learn, ResponsiveSearchAd Data Object, Campaign Management. Headlines, descriptions, paths, the 67-character URL rule and double-width limits. ↩ ↩2 ↩3 ↩4 ↩5
-
Microsoft Learn, SitelinkAdExtension Data Object. ↩ ↩2 ↩3
-
Microsoft Learn, CalloutAdExtension Data Object. ↩ ↩2
-
Microsoft Learn, StructuredSnippetAdExtension Data Object. ↩
-
Microsoft Learn, ResponsiveAd Data Object. Audience ad headlines, long headlines, descriptions and business name. ↩ ↩2
Quick answers
What is the Microsoft Ads headline character limit?
Each responsive search ad headline can be up to 30 characters after dynamic text is filled in, and an ad takes between 3 and 15 headlines (Microsoft Advertising API reference, ResponsiveSearchAd).
How long can a Microsoft Ads description be?
Up to 90 characters each, with 2 to 4 descriptions per responsive search ad (Microsoft Advertising API reference, ResponsiveSearchAd).
Are Microsoft Ads search limits the same as Google Ads?
For responsive search ads the main numbers match: 30-character headlines, 90-character descriptions and two 15-character paths on both platforms.
Do Chinese, Japanese or Korean characters and emoji count as one?
No. Microsoft counts them as double-width, so a headline fits 15 of them instead of 30 (Microsoft Advertising API reference, ResponsiveSearchAd).