WordBench reference
Google Ads character limit
The Google Ads responsive search ad headline limit is 30 characters. Responsive search ads cap headlines at 30 characters and descriptions at 90, and the constraint is tight enough that people count by hand.
Count your text against this limit
Counted in characters, the unit Google Ads actually uses, not in plain characters. Nothing you type here leaves your browser.
Nothing counted yet. The limit is 30 characters.
The other Google Ads fields
What happens when you go over
The ad is rejected at upload. There is no truncation to fall back on.
Every character in a double-width language such as Japanese, Korean or Chinese counts as two, so a 30-character Japanese headline is really 15 characters of text.
Every Google Ads limit, with its unit
| Field | Limit | Counted in | What people get wrong |
|---|---|---|---|
| Responsive search ad headline | 30 | characters | Every character in a double-width language such as Japanese, Korean or Chinese counts as two. |
| Responsive search ad description | 90 | characters | Display paths alongside it are capped at 15 characters each. |
Frequently asked questions
What is the Google Ads character limit? 30 characters for the responsive search ad headline, according to About responsive search ads, Google Ads Help. Checked on 23 July 2026.
What is the Google Ads character limit?
30 characters for the responsive search ad headline, according to About responsive search ads, Google Ads Help. Checked on 23 July 2026.
What happens if I go over the Google Ads limit?
The ad is rejected at upload. There is no truncation to fall back on.
Does Google Ads count emoji differently?
Google Ads publishes its limit in plain characters, so an emoji costs the same as a letter in the field itself. How the emoji is stored underneath can still differ: see the methodology page for the four ways WordBench measures the same text.
Where does this number come from?
From About responsive search ads, Google Ads Help, linked in the sources section on this page. Nothing here is estimated or copied from another character counter, and every figure carries the date it was last checked.
Sources
The counting rules behind each unit, and why two character counters can disagree about the same sentence, are written out on the methodology page.