Short answer
A callout generator writes short selling points, such as "Upfront pricing" or "Weekend appointments", that show with your Google search ads. Each callout is limited to 25 characters, or 12 in Chinese, Japanese and Korean, and Google recommends adding at least 4. Callouts can't use exclamation marks or repeat your ad text, your sitelinks or each other.
How to use the Google Ads Callout Generator
- Enter your business, the service you are advertising and the selling points you can prove.
- Paste your current headlines and descriptions if you have them, so no callout repeats them.
- Pick a tone and generate 12 callouts, listed shortest first.
- Keep the ones that are true and specific, then copy them, save a CSV or copy the version formatted for Google Ads Editor.
What is the character limit for callouts?
A callout can be up to 25 characters, spaces included. Write in Chinese, Japanese or Korean, which Google treats as double-width, and the limit drops to 12, according to Google's callout assets help page. These are the numbers that matter:
| Callout spec | What Google says |
|---|---|
| Length | 25 characters, or 12 in double-width languages |
| Needed before any show | 2 |
| Shown at one time | Up to 4, or up to 10 depending on spacing, browser and device |
| Recommended to add | At least 4 |
| Levels | Account, campaign or ad group |
| Campaigns | Search, including Search campaigns opted into the Display Network |
Google's own pages disagree on how many callouts can show. The help page says up to 10, "depending on the character spacing, browser, and device", while Google's guide to using more asset types says "There's a two callout minimum, and up to four can show at one time (depending on space)." Either way, space decides, and shorter callouts take less of it. That is why the generator lists its 12 callouts shortest first. Google's Add assets page recommends adding at least 4.
What makes a good callout?
A good callout states one concrete fact in a few words. Google's own advice is to write "Free shipping" instead of "We have free shipping": drop the sentence and keep the point. Specific beats general, as these rewrites for fictional businesses show:
| Vague | Specific | Business |
|---|---|---|
| Great service | Upfront flat-rate pricing | Plumbing company |
| Fast response | Same-day appointments | HVAC contractor |
| Flexible options | Payment plans available | Dental practice |
| Convenient hours | Open Saturdays | Auto repair shop |
| Trusted professionals | Licensed and insured | Electrician |
| We come to you | On-site service | Mobile pet groomer |
Only list what you can prove. If a customer could check a callout and find it untrue, leave it out. If a callout guarantees a result, Google's unreliable claims policy requires a clear, easy-to-find refund policy on your site.
The generator turns the selling points you enter into callouts, so the more specific your input, the more specific the result. Every callout is measured against the 25-character limit on our server before it reaches you, and you can generate 10 sets a day for free.
Which callouts does Google reject?
Google's callout asset requirements and editorial policies rule out these habits:
- Exclamation marks and decorative symbols. Exclamation marks, punctuation at the start of the text and symbols such as ► are not allowed.
- Repeated text. Callout text can't repeat within a callout or from other callouts, ad text or sitelink text in the same ad group, campaign or account. The repetition policy backs this up. Paste your ad text into the generator and it steers clear of those phrases.
- Shouting. Ordinary words typed in capitals for emphasis can break the capitalization policy, though abbreviations and brand names may be allowed.
The generator leaves out exclamation marks and avoids repeating your ad text or its own callouts. Treat that as a first pass: Google's review has the final word on approval.
How do you add callouts to your account?
Add callouts at the account level for points that are true of your whole business, such as payment options or credentials, and at the campaign or ad group level for points about one service. For bulk uploads, the Editor paste format uses the Callout text column listed on the Google Ads Editor CSV columns page.
Tips for writing callouts
- Write phrases, not sentences. "Open Saturdays" does the job of "We are open on Saturdays too".
- Cover different reasons to choose you: price, speed, convenience, credentials and payment options, rather than four ways of saying "quality".
- Pick one style, Title Case or sentence case, and use it for every callout.
- Skip claims nobody can check. "Best in town" persuades less than "Licensed and insured", which a customer can verify.
- Use the right asset. A point that deserves its own page belongs in a sitelink from the Sitelink Generator, and a list of services suits the Structured Snippet Generator.
- Check callouts you wrote yourself in the Google Ads Character Limit Checker, which flags anything over 25 characters and any exclamation mark.
Sources
- About callout assets (Google Ads Help)
- Callout asset requirements (Advertising Policies Help)
- Use as many asset types as possible (Google Ads Help)
- Add assets (Google Ads Help)
- Repetition (Advertising Policies Help)
- Unreliable claims (Advertising Policies Help)
- CSV file columns (Google Ads Editor Help)
Updated 2 October 2026 by the Paid Pilot team. Google Ads is a trademark of Google LLC; Paid Pilot is an independent agency.