Short answer
A display ad copy generator writes the text for a Google responsive display ad. Google accepts 1 to 5 headlines of up to 30 characters, one long headline of up to 90 characters, 1 to 5 descriptions of up to 90 characters and a business name of up to 25 characters. Each ad also needs at least one landscape 1.91:1 image and one square 1:1 image.
How to use the Display Ad Copy Generator
- Enter your business, the offer and the audience you want to reach.
- Pick the goal, remarketing to past visitors or reaching new people, then choose a tone.
- Review the 5 headlines, the long headline and its 2 alternates, the 5 descriptions and the business name, each checked against its limit.
- Check the preview cards, then use the image guidance to choose landscape and square photos.
- Copy the text or download the CSV and add it to a responsive display ad in Google Ads.
What does a responsive display ad need?
A responsive display ad is built from the headlines, descriptions, images and logos you upload. These limits come from Google's responsive display ad specs and its guide to creating a responsive display ad:
| Asset | Limit or size | How many |
|---|---|---|
| Headline | 30 characters | 1 to 5 |
| Long headline | 90 characters | 1 |
| Description | 90 characters | 1 to 5 |
| Business name | 25 characters | 1 |
| Landscape image 1.91:1 | 1200 x 628 recommended, 600 x 314 minimum | 1 to 15, required |
| Square image 1:1 | 1200 x 1200 recommended, 300 x 300 minimum | 1 to 15, required |
| Square logo 1:1 | 1200 x 1200 recommended, 128 x 128 minimum | Optional, up to 5 |
| Landscape logo 4:1 | 1200 x 300 recommended, 512 x 128 minimum | Optional, up to 5 |
Image files can be up to 5120 KB. The call to action is automated, so put the action you want into a description, such as "Book a free inspection online", if you really offer one.
How should you write display ad copy?
Display ads reach people while they read or watch something else, not while they search for you. The copy has to say who you are and why it matters before anyone has asked.
Write every line so it works alone, because you do not pick which headline runs beside which description and image. The display ad copy generator then shapes the copy around the goal you choose:
- Reaching new people: lead with the problem you solve and your name. "Leaky Roof? Local Roof Repair" says more to a stranger than "Spring Savings Inside".
- Remarketing past visitors: they already know you, so remind them of the service and give a reason to come back, such as an offer you really run. Avoid lines that sound as if you watched them browse.
Remarketing is not open to every business. Google's personalized advertising policy stops advertisers in sensitive interest categories, such as health or negative financial status, from using advertiser-curated audiences like your data segments.
In the US and Canada, housing, employment and consumer finance ads also cannot target by gender, age, parental status, marital status or ZIP code.
What images work in responsive display ads?
Every set of copy comes with image guidance based on Google's best practices guide for responsive display ads and its image asset requirements:
- Upload both required ratios. Landscape 1.91:1 and square 1:1 are required, and Google recommends 5 to 10 images per aspect ratio.
- Keep text off the photo. Google advises against putting text on top of images, and its image policy does not allow text or graphic overlays, including logos, outside Performance Max. Upload the logo as a logo asset instead.
- Limit blank space. Blank space shouldn't take up more than 80% of the image, and images with excessive white space are not allowed.
- No collages or blurry shots. Images combined in post-production, and blurry, distorted or badly cropped images, are not allowed.
The Google Ads Image Resizer turns one photo into both required sizes, 1200 x 628 and 1200 x 1200, without uploading it anywhere.
Display ad copy mistakes to avoid
- A long headline that is a short one stretched. Use the 90 characters for a complete thought: the service, the benefit and who it is for. The tool gives you 2 alternates to choose from.
- Vague calls to action. Google's style and spelling policy uses "click here" as its example of a generic call to action. Name the action and what people get instead.
- Shouting. All-caps words break Google's capitalization policy unless they are common abbreviations, brand names or similar exceptions.
- One message for every audience. New prospects and past visitors need different opening lines, which is why the tool asks for your goal.
- Headlines that repeat the descriptions. Each line should add a new fact, such as a price you can show, a service area or a guarantee you really offer.
Running Performance Max as well? The Performance Max Asset Generator writes its larger asset set, and the Google Ads Character Limit Checker rechecks any lines you edit.
Sources
- Responsive display ads specs and format requirements (Google Ads Help)
- Create a responsive display ad (Google Ads Help)
- Best practices guide for responsive display ads (Google Ads Help)
- Image assets format requirements (Google Advertising Policies Help)
- Restricted targeting in personalized advertising (Google Advertising Policies Help)
- Style and spelling (Google Advertising Policies Help)
- Capitalization (Google Advertising Policies Help)
Updated 2 October 2026 by the Paid Pilot team. Google Ads is a trademark of Google LLC; Paid Pilot is an independent agency.