Marketing · Guide
Google Ads description character limits
Google Ads description lines max out at 90 characters. You can supply up to 4 per responsive search ad. The platform rotates which ones show, so writing all 4 — and writing them well — is part of the job.
Last reviewed: April 2026
The numbers
For a responsive search ad:
- Up to 4 descriptions per ad.
- Each description: max 90 characters.
- First two descriptions are most likely to display together.
Practical writing limits
90 characters is roughly 12–15 words. That's enough for one clear sentence — usually the value prop plus a CTA. Trying to fit two complete thoughts almost always reads as cramped.
Truncation on mobile happens around 70–80 characters depending on word breaks. Lead with the most important phrase so the truncated version still carries the message.
Descriptions that end on a verb or a call-to-action (Get a quote, Start free, Compare plans) consistently outperform descriptions that trail off into a feature list.
How many to write
Provide all 4. Each should differ in angle — benefit, social proof, urgency, feature — so the system has variety to test. A weak Ad Strength score almost always traces back to having only 1–2 descriptions.
Avoid writing four variations of the same sentence. The optimization system rewards true variety: a benefit-focused description, a trust-focused description, a feature-focused description, and a CTA-focused description give the algorithm meaningful combinations to test.
Combining headlines and descriptions
Google pairs headlines and descriptions dynamically. That means every description has to read well alongside any of your headlines, not just a favored one. Write standalone sentences that don't depend on a specific headline for context.
A good audit step: pick any three headlines at random and read them against each description. If a combination sounds awkward or contradicts the headline's promise, the description needs revision.
Validate before upload
Use the Google Ads Headline & Description Checker to count each line in real time and flag anything that will be rejected. The same tool warns on descriptions in the 80-90 range that may be truncated on narrow mobile widths.
Summary
Stay under 90 characters, write 4 distinct descriptions across distinct angles, end with action verbs where possible, and lead with the most important phrase to survive truncation. Validate before upload to catch over-limit lines.
Frequently asked questions
- Is 90 characters a hard limit or a soft one?
- Hard. Descriptions over 90 characters are rejected at upload by Google Ads. Use the checker to confirm length before pasting copy into the platform.
- How many descriptions should I write?
- All 4. Skipping descriptions caps your Ad Strength score and reduces the combinations the system can test. The lift from going from 2 to 4 descriptions is usually larger than the lift from optimizing existing copy.
- Can I pin descriptions to slot 1 or slot 2?
- Yes, but use it sparingly. Pinning a description to slot 1 guarantees it always serves, which can help for legal disclaimers but otherwise restricts the algorithm's ability to optimize.