How to write a Google responsive search ad
- Enter the final URL and two optional display paths (15 characters each), which appear after your domain in the ad.
- Write up to 15 headlines of 30 characters and up to 4 descriptions of 90 characters. Each field shows a live count that turns red when you go over.
- Check the preview; press Shuffle to see other headline combinations, since Google mixes them automatically.
- Fix any warnings, then download a CSV for Google Ads Editor or copy the text.
Google Ads text limits
- Headlines: 30 characters, 3 to 15 per ad. Up to three are shown at once, separated by a vertical bar.
- Descriptions: 90 characters, 2 to 4 per ad. Up to two are shown.
- Display paths: 15 characters each, two paths.
- Keyword insertion: for
{KeyWord:Default text}, the default text is what counts toward the limit.
Double-width characters, used in Chinese, Japanese and Korean, count twice in Google Ads, so leave extra room in those languages.
Tips for strong responsive search ads
Write headlines that work in any order and stand on their own. Mix in your main keyword, a clear benefit, a proof point (ratings, years in business), an offer and a call to action. Avoid repeating the same idea in different words: Google rewards variety with a better Ad Strength score. Exclamation marks are not allowed in headlines, and excessive capitals or gimmicky symbols get ads disapproved. Pin headlines to positions only when you must, for example for legal text, because pinning reduces the combinations Google can test.
Everything runs in your browser and your drafts are saved locally.
How many characters can a Google Ads headline have?
30 characters, including spaces. Descriptions allow 90 characters.
Do spaces count in Google Ads character limits?
Yes. Spaces and punctuation all count toward the limit.
Can I import the CSV into Google Ads Editor?
Yes. Use Make multiple changes or Import, and map the columns to your campaign and ad group, which you add in the editor.