Write Google Ads responsive search ad copy without going over the character limits. Live counters track each headline (30 chars), description (90 chars), and display path (15 chars) as you type, while the live ad preview shows exactly how your ad will look in Google Search results.

Google Ads Character Limits Explained

Headlines — 30 characters each

Responsive search ads support up to 15 headlines, but Google typically shows 2 or 3 at a time separated by the pipe character ( | ). Each headline must be 30 characters or fewer. Google tests different combinations automatically, so write headlines that make sense independently and in any order. Include your primary keyword in at least one headline.

Descriptions — 90 characters each

You can write up to 4 descriptions, but Google shows a maximum of 2 per ad impression. Each description has a 90-character limit. Use them to expand on your headlines — add a key benefit, a promotion, social proof, or a direct call to action. Avoid repeating the same point across both descriptions since only two will show at once.

Display paths — 15 characters each

Display paths are the two optional text fields that appear after your domain in the ad URL — for example yoursite.com/free-tools/seo. They do not need to match the actual URL path; they are purely for display purposes. Use them to make the URL look relevant to the keyword being searched, such as /seo-tools or /free-trial.

Tips for Writing Better Google Ads Copy

• Lead with the keyword — Google bolds query-matching words in headlines, which increases visibility and click-through rate. Include the exact search term in at least one headline.
• Write headlines independently — Google shows different combinations of your headlines, so each one must make sense on its own, not depend on another headline to complete its meaning.
• Use numbers and specifics — “Save 30%” or “Free 14-Day Trial” outperforms vague copy like “Great Deals” or “Try It Today” because specifics are more credible and eye-catching.
• Include a clear CTA in at least one description — “Get a Free Quote”, “Book a Demo”, or “Start Free Today” tell the user exactly what to do next and improve conversion rate.
• Test price and promotion headlines — if you have an offer, say it explicitly. “Plans from $9/mo” or “50% Off This Week” creates urgency and sets expectations before the click.
• Match the landing page — the promise in your ad must be fulfilled on the landing page. Mismatched ads and pages have high bounce rates and low Quality Scores, which raises your cost per click.

After writing your ads, use our UTM Builder to add tracking parameters to your destination URLs, or our Meta Tag Generator to optimise your landing page.

Frequently Asked Questions

What is the headline character limit for Google Ads?

Each headline in a Google responsive search ad (RSA) is limited to 30 characters. You can write up to 15 headlines per ad, and Google automatically tests combinations, showing 2–3 at a time.

What is the description character limit for Google Ads?

Each description is limited to 90 characters. You can write up to 4 descriptions, and Google shows a maximum of 2 per ad impression. Write each one as a standalone statement since only one or two will appear at a time.

What are display paths in Google Ads?

Display paths are two optional 15-character text fields that appear after your domain in the ad URL. They are display-only and do not need to match your actual URL path. They make the ad URL look more relevant to the search query.

How many headlines should I write for a responsive search ad?

Google recommends writing at least 8–10 headlines and 3–4 descriptions to give the algorithm enough combinations to test. The more variety you provide, the better Google can optimise for different search queries and users.

Is the Google Ads Character Counter free?

Yes, completely free with unlimited use and no account required.