Google Ads is constantly changing, and one of the most important details that advertisers will have to master is character limits. This applies to writing headlines, descriptions, and even extensions-these all help in creating appealing and high-performance ads.
This updated 2024 guide will break down every character limit you need to know-and how to use them to your advantage.
Why Character Limits Matter
Google Ads give you only a few seconds and a few characters to catch attention. Well-optimized copy helps you:
Improve visibility
Improve click-through rate (CTR)
Improve ad relevance and Quality Score
Communicate value quickly
Let’s review the new specifications.
1. Headlines & Descriptions
The headlines are the first thing a user sees, therefore they should be punchy and clear.
2024 Character Limits
3 Headlines: 30 characters each
2 Descriptions: 90 characters each
Best Practices
Place key information early (“front-load”).
Use all available headline slots.
Test multiple variants to identify top performers.
2. Display URL Path Fields
Display URL gives clarity on what users will land on.
Character Limits
Path 1: 15 characters
Path 2: 15 characters
Tips
Add keywords for context.
Keep paths clean and descriptive.
Example:
yourwebsite.com/Offers/SummerSale
3. Responsive Search Ads (RSAs)
RSAs allow Google to automatically test combinations of headlines and descriptions.
Character Limits
Each description: 90 characters or less
Multiple headlines & descriptions allowed
Tips
Add variety-don’t repeat the same wording.
Review search term insights and optimize weekly.
4. Callout Extensions
Callouts highlight unique selling points.
Character Limit
25 characters each
Tips
Emphasize benefits, not features.
Use for offers, guarantees or trust elements.
Examples:
✔ Free Shipping
✔ 24/7 Support
✔ 10-Year Warranty
5. Sitelink Extensions
Sitelinks take users to certain pages, which enhances CTR and relevance.
Character Limit
Sitelink text: 15 characters
Tips
Link to key pages: pricing, offers, services, contact
Keep it meaningful and action-focused
Example:
“Get Quote”, “Our Services”, “Pricing”
Conclusion
Mastering Google Ads character limits is key to building effective campaigns in 2024. With concise, clear, and strategic copy, you will significantly improve ad visibility, clicks, and conversions. In this ever-changing digital landscape, continuous testing and optimization are crucial to staying ahead.
For more information, please do not hesitate to contact us at any time.
Frequently Asked Questions
Q: How many headlines can Google Ads include?
You can add up to three headlines, all up to 30 characters each.
Q: How many descriptions are allowed?
Each description allows 90 characters.
Q: Can I add keywords in the display URL path?
Yes. Each path field supports up to 15 characters.
Q: What is the character limit for callouts?
Each callout is limited to 25 characters.
Q: Why use sitelink extensions?
They guide the users to the relevant pages and increase CTR by allowing a text limit of 15 characters.