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Google Ads headline character limit
Each headline in a Google Ads responsive search ad can be up to 30 characters, and an ad can have up to 15 headlines. Chinese, Japanese and Korean 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 headline: the numbers
| Maximum | 30 characters |
|---|---|
| Headlines per ad | 15 |
| Display path, each of two fields | 15 |
| How it counts | Characters; double-width characters (Chinese, Japanese, Korean) count 2. |
| English words that fit | 4–5 |
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.
- Double-width characters (Chinese, Japanese, Korean) count as 2, and the counter here does the same.
- The two display path fields allow 15 characters each.
Best length vs the maximum
- Write headlines that work in any order: Google mixes them.
- Include the keyword in some headlines, and a benefit or offer in others.
- Use most of the 30 characters, but do not pad.
Questions and answers
How many characters is a Google Ads headline?
30.
How many headlines can a responsive search ad have?
Up to 15, of which Google shows up to three at a time.
How long is a Google Ads description?
90 characters. See Google Ads description.