Ads · 5 limits

Ad character limits for Google Ads and Meta

Google Ads enforces hard limits: 30-character headlines, 90-character descriptions, 15-character paths. Meta shows about 125 characters of primary text before “See more”.

Check all 5 at once

Last reviewed · How we measure

Ads: every limit
ScreenLimitWhen it’s too longWhere the number comes fromReviewed
Google Ads headlineGoogle Ads (RSA)30 charactersGoogle Ads won’t save an ad with text over the limit.Official limit · source
Google Ads descriptionGoogle Ads (RSA)90 charactersGoogle Ads won’t save an ad with text over the limit.Official limit · source
Google Ads display pathGoogle Ads (RSA)15 charactersGoogle Ads won’t save an ad with text over the limit.Official limit · source
Meta ad primary textFacebook & Instagram feed125 charactersCut on screen with “…”Measured on devices · source
Meta ad headlineFacebook & Instagram feed27 charactersCut on screen with “…”Platform advice · source

Google Ads won’t save an ad that’s over the limit, and it counts Chinese, Japanese and Korean characters as two. Meta accepts long text but cuts it in the feed, so the hook has to come first.

Writing variants for responsive search ads? Every headline has to fit 30 characters on its own.

Other channels

Marketplace title limits, side by sideHow long can Google titles and descriptions be?How much of your subject line each inbox showsHow much of a push notification people actually seeSMS character limits and segments, explainedSocial media character limits: what counts and what showsApp Store and Google Play text limits

FAQ

Ads: questions

How long can a Google Ads headline be?

30 characters, or 15 double-width characters in Chinese, Japanese or Korean.

How much Facebook ad text shows?

About 125 characters of primary text show in the feed before “See more”. Meta recommends headlines of about 27 characters.