What Is a Google Ads Character Counter?
Every piece of text in a Google Ads campaign has a strict limit. Go one character over and the ad editor will not let you save. Most counters only check one line at a time, which is slow when a single ad group has 15 headlines, 4 descriptions and a dozen assets.
This Google Ads character counter checks all of it in one pass. It counts each line the way Google does, flags anything that is too long, and warns you about duplicates and text that often gets disapproved, such as repeated punctuation or words in capitals.
How to Use the Character Counter
- Paste your headlines and descriptions, one per line. You can copy them straight from a spreadsheet.
- Add your paths, business name and assets such as sitelinks, callouts and snippet values.
- Read the table. Green counts fit, orange is close to the limit and red needs cutting.
- Fix the warnings, then download a CSV or copy only the lines that fit.
Google Ads Character Limits
| Text | Limit | Notes |
|---|---|---|
| Headline | 30 | Up to 15 per responsive search ad |
| Description | 90 | Up to 4 per responsive search ad |
| Path 1 and Path 2 | 15 each | Shown after your domain |
| Business name | 25 | Shown beside your logo |
| Sitelink text | 25 | Two optional description lines of 35 each |
| Callout | 25 | Short benefits like free delivery |
| Structured snippet value | 25 | 3 to 10 values per header |
Characters in Chinese, Japanese and Korean count as two each, and this counter does the same. If you use keyword insertion, Google counts the default text, so {KeyWord:Running Shoes} counts as 13 characters.
Policy Checks Built In
Google's editorial policy rejects gimmicky text. The counter warns you about repeated punctuation like !!, emoji, extra spaces, words written in capitals that are not acronyms, and numbers used in place of letters.
Tips for Writing Within the Limits
- Use the full space in descriptions. Ninety characters is room for a benefit and a clear call to action.
- Write short and long headline versions. A mix of lengths lets Google fit more headlines on small screens.
- Swap long words for short ones. Use "get" not "receive", and numerals like "3" instead of "three".
- Keep sitelinks specific. "Men's Running Shoes" beats "Click Here" and stays well within 25 characters.
Write Better Ads
Get more from your copy with PPC ad copy testing and our Google Ads optimization tips. Once your text fits, see it as a real result in the Google Ads preview tool.
Frequently Asked Questions
1Do spaces count in Google Ads character limits?
Yes. Spaces and punctuation each count as one character, just like letters and numbers.
2What is the character limit for Google Ads headlines?
Each headline in a responsive search ad can be up to 30 characters, and each description up to 90. Display paths can be up to 15 characters each.
3Why does my Japanese or Chinese text count double?
Google counts double width characters such as Chinese, Japanese and Korean as two characters each, so a headline in those languages fits about 15 characters.
4Can I use exclamation marks in Google Ads?
A single exclamation mark is fine in most text, but repeated punctuation such as two exclamation marks breaks Google's editorial policy and gets the ad disapproved.