What are the character limits for Google Responsive Search Ads (RSA)?

For Google RSA ads: Headlines allow up to 30 characters each (up to 15 headlines can be supplied). Descriptions allow up to 90 characters each (up to 4 descriptions can be supplied). Display URL paths allow 15 characters each.

Are exclamation marks allowed in Google Ad headlines?

No. Google Ads policy strictly prohibits exclamation marks in ad headlines. Exclamation marks are only allowed in descriptions, with a maximum of one exclamation mark per description.

Can I put phone numbers in Google Ads text copy?

No. Google Ads does not permit direct phone numbers in headline or description text to avoid circumventing call extension tracking. Use official Call Assets instead.

PPC & Google Ads Optimization

Google Ads Character Counter & RSA Previewer

Validate headline (30 chars) and description (90 chars) limits, test policy compliance, and preview Responsive Search Ads (RSA) in real time.

RSA Ad Copy Builder

Final URL & Display Paths

/ 5/15

/ 4/15

Headlines (Max 30 Chars Each) Min 3, Max 15

Descriptions (Max 90 Chars Each) Min 2, Max 4

Search Result Preview

Live representation of how Google Ads dynamically rotates your headlines and descriptions on the SERP:

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Ad Strength Indicator: Excellent

Headlines: 3/15 Descriptions: 2/4 Policy Check: Clean

Understanding Google Ads Responsive Search Ads (RSA) Character Limits

Responsive Search Ads (RSA) are the default ad format in Google Ads Search campaigns. Google automatically tests and serves combinations of up to 15 headlines and 4 descriptions to discover which messaging combinations maximize click-through rate (CTR) and conversions for search queries.

Headlines (30 Chars)

Up to 15 headlines per ad. Google displays up to 3 headlines separated by pipes (|) depending on device screen width.

Descriptions (90 Chars)

Up to 4 descriptions per ad. Google displays up to 2 descriptions to deliver compelling calls-to-action.

Display Paths (15 Chars)

Two path fields of 15 characters each that give searchers a clear expectation of the landing page destination.

Frequently Asked Questions

Google rates Ad Strength from "Poor" to "Excellent". Having "Good" or "Excellent" ad strength means you've provided sufficient headline diversity (including target keywords and distinct calls to action), giving Google's machine learning model optimal variations to compete in ad auctions.

Double-width characters (such as Japanese, Chinese, or Korean scripts) count as 2 characters in Google Ads. Emojis and non-standard symbols are generally disapproved under Google's Editorial Standards.