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Google Ads description character limit
Each description in a Google Ads responsive search ad can be up to 90 characters, and an ad can have up to 4. Double-width characters count as 2.
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Check the same text against X, Instagram, LinkedIn, YouTube, Google and SMS at once, with your own limit set to this one.
Open the character counterGoogle Ads description: the numbers
| Maximum | 90 characters |
|---|---|
| Descriptions per ad | 4 |
| How it counts | Characters; double-width characters (Chinese, Japanese, Korean) count 2. |
| English words that fit | 13–16 |
Last reviewed October 2026. Platforms change their limits; when it matters, check the platform’s help pages.
What counts as a character
- Spaces and punctuation count.
- Chinese, Japanese and Korean characters count as 2.
Best length vs the maximum
- Each description should make sense on its own and alongside any headline.
- End with a clear call to action.
Questions and answers
How many characters is a Google Ads description?
90.
How many descriptions can an ad have?
Up to 4; Google shows up to two at a time.