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.
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.
Validate before upload
Use the Google Ads Headline & Description Checker to count each line in real time and flag anything that will be rejected.