Google Ads Character Limit: Text Ads Guide for Beginners

Google Ads Character Limit: Text Ads Guide for Beginners

Creating effective Google Ads is crucial for any business looking to boost its online presence. Understanding the character limits for text ads is a key part of crafting compelling and concise messages. This guide will help you navigate these limits while focusing on creating helpful, reliable, people-first content.

Understanding Google Ads Character Limits

Google Ads text ads are designed to be brief yet impactful. Here are the current character limits for each component of a Google Ads text ad:

  • Headline 1: 30 characters
  • Headline 2: 30 characters
  • Headline 3: 30 characters
  • Description 1: 90 characters
  • Description 2: 90 characters
  • Path (optional): 15 characters each (2 fields)

Creating Effective Text Ads

Headline 1, 2, and 3

Your headlines are the most prominent part of your ad. They need to grab attention and convey your key message quickly. Here are some tips:

  • Be clear and concise: Use straightforward language that clearly states your offer or benefit.
  • Include keywords: Incorporate relevant keywords to improve ad relevance and performance.
  • Use a call to action: Encourage users to take the next step, such as “Shop Now” or “Learn More.”


  • Headline 1: “Affordable Wedding Photography”
  • Headline 2: “Book Your Dream Photographer”
  • Headline 3: “Save 20% This Spring”


Descriptions allow you to provide more details about your product or service. They should expand on your headlines and include additional persuasive information.

  • Highlight benefits: Focus on what sets your product or service apart and how it can solve the user’s problem.
  • Use complete sentences: Make your message clear and easy to read.
  • Include a call to action: Reinforce the action you want users to take.


  • Description 1: “Capture your special moments with our professional wedding photography services. Book today and save 20%.”
  • Description 2: “Experienced photographers, beautiful albums, and stunning images. Limited-time spring offer.”

Path Fields

The path fields are optional, but they can help reinforce your ad’s message and give users a better idea of what to expect when they click your ad.

  • Keep it relevant: Use terms that closely relate to your ad content and landing page.
  • Be descriptive: Use these fields to add more context to your URL.


  • Path 1: “Wedding”
  • Path 2: “Photography”

Best Practices for Writing Google Ads

  1. Understand your audience: Know what your potential customers are looking for and address their needs directly.
  2. Be specific: Specific offers and details can make your ad more appealing.
  3. Test variations: Create multiple versions of your ads to see which ones perform best.
  4. Stay within character limits: Make sure your ads fit within the specified character limits to avoid truncation.
  5. Use ad extensions: Enhance your ads with additional information and links to boost their effectiveness.

Creating effective Google Ads requires a balance between creativity and conciseness. By adhering to character limits and focusing on helpful, reliable, people-first content, you can craft ads that resonate with your audience and drive meaningful results. Keep these tips in mind, and you’ll be on your way to running successful Google Ads campaigns.

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 What are the character limits for Google Ads headlines?

The character limits for Google Ads headlines are 30 characters each for Headline 1, Headline 2, and Headline 3.

 How long can the descriptions be in a Google Ad?

Each description in a Google Ad can be up to 90 characters long.

 Can I use both path fields in my Google Ad?

Yes, you can use both path fields, and each can contain up to 15 characters. These fields help provide additional context to your URL.

Why is it important to stay within the character limits?

Staying within character limits ensures that your ad displays correctly without being truncated, maintaining its effectiveness and readability.

 What should I include in my Google Ads headlines and descriptions?

Include clear and concise language, relevant keywords, benefits of your product or service, and a strong call to action to encourage user engagement.

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