Google Ads Character Limit Checker and Counter (Free)

Field

Your text (one line per headline, description or asset)

Counts the way Google does: spaces and punctuation count, and Chinese, Japanese and Korean characters count as 2. Runs in your browser.

Type or paste to see each line's count and any editorial problems.

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Short answer

A Google Ads character limit checker counts each line of ad text against the limit for its field. Responsive search ad headlines allow 30 characters, descriptions 90 and display paths 15. Sitelink text allows 25 characters and each sitelink description line 35. In Chinese, Japanese and Korean, every character counts as 2.

How to use the Google Ads Character Limit Checker

Pick the field you are writing, such as a headline, description, sitelink or callout.
Type or paste your text. Put several lines in at once to check a whole set.
Fix anything marked red (over the limit) or amber (an editorial problem Google may reject).
Copy the clean lines, or download them as a CSV for your records.

What are the Google Ads character limits for each field?

Every text field in Google Ads has its own limit, and the limit is the same whether you write in the Google Ads interface, Google Ads Editor or the API. These are the limits this checker uses:

Field	Limit	Notes
Responsive search ad headline	30	3 to 15 per ad
Responsive search ad description	90	2 to 4 per ad
Display path (Path 1, Path 2)	15	Each
Performance Max long headline	90	1 to 5 per asset group
Performance Max short description	60	At least one description must fit
Business name	25
Sitelink text	25	12 in double-width languages
Sitelink description line	35	Line 1 and line 2
Callout	25	12 in double-width languages
Structured snippet value	25	3 to 10 values per header
Price asset header and description	25	3 to 8 items
Lead form headline	30
Lead form call-to-action description	30

Sources: Google's help pages on responsive search ads, sitelinks, callouts and Performance Max asset groups, and the Google Ads API asset definitions for sitelink descriptions, snippet values and price items.

How does Google count characters?

Spaces and punctuation count. A headline like "Same-Day Drain Repair" is 21 characters, not 18. In double-width languages such as Chinese, Japanese and Korean, Google counts every character as 2, so a 30-character headline holds 15 of them. The checker applies the same rule, so a mixed line is counted the way Google counts it.

Being under the limit does not mean the whole line always shows. Google picks which headlines and descriptions to combine, and on small screens it may show fewer of them. Short, complete lines are safer than lines written to the last character.

Which editorial problems does the checker flag?

Google rejects ads for presentation problems as well as length. The checker looks for the ones that are easy to miss:

Repeated punctuation such as "!!" or "??", which Google's punctuation and symbols policy does not allow.
All-caps words that are not acronyms or brand names, under the capitalization policy.
Phone numbers in ad text, which are not allowed. Use a call asset instead (policy).
Extra or missing spaces and emoji or decorative symbols.
Generic calls to action such as "click here", which Google's style and spelling policy names as an example of unclear ad text.
Exclamation marks in callouts, sitelinks and structured snippets, where Google's asset rules do not allow them.

The flags are warnings, not a verdict. Google's own review decides. For a fuller check of claims and restricted industries, run the text through the Google Ads Policy Pre-checker.

Tips for writing to the limit

Write the full thought first, then cut words, not meaning. "Free same-day quotes" says more than "We offer quotes the same day".
Vary headline lengths. A few short headlines give Google more ways to combine them.
Keep each sitelink and callout specific: "Upfront pricing" beats "Great service".
Check the result in context with the Google Ads Preview Tool, or start from a full set of lines with the Google Ads Copy Generator.

Sources

Updated 2 October 2026 by the Paid Pilot team. Google Ads is a trademark of Google LLC; Paid Pilot is an independent agency.

Frequently asked questions

How many characters can a Google Ads headline have?

A responsive search ad headline can have up to 30 characters, including spaces and punctuation. Each ad can have between 3 and 15 headlines, and Google shows up to 3 of them at a time. In Chinese, Japanese and Korean, every character counts as 2, so the limit is effectively 15 characters.

What is the character limit for a Google Ads description?

Each responsive search ad description can have up to 90 characters. You need at least 2 descriptions and can add up to 4. Google shows up to 2 at a time, so each description should make sense on its own and not depend on another line to finish its point.

Do spaces count toward Google Ads character limits?

Yes. Google counts every character in the field, including spaces, punctuation and symbols. That is why a headline that looks short can still run over 30 characters. The checker counts the same way, so the number you see matches what Google Ads will accept.

What are the character limits for sitelinks and callouts?

Sitelink text can be up to 25 characters, and each of the two sitelink description lines up to 35 characters. Callouts can be up to 25 characters. In double-width languages the sitelink text and callout limits drop to 12 characters. Google also does not allow exclamation marks in these assets.

Why does Google Ads reject text that is under the limit?

Length is only one rule. Google also checks editorial standards such as repeated punctuation, gimmicky capitalization, phone numbers in ad text, unusual spacing and unclear calls to action like "click here". The checker flags these so you can fix them before you submit the ad.

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