Google Ads description character counter
Each description line in a Google responsive search ad is limited to 90 characters. An ad can hold up to four descriptions, and Google shows one or two of them beneath the headlines depending on the layout and device. Spaces and punctuation count toward the 90, and not every description is guaranteed to show, so the most important benefit and call to action should appear in your strongest lines rather than being saved for a description that may never serve.
Google Ads description character limit
Google caps each responsive search ad description at 90 characters so the ad stays compact and renders consistently across the search results page and mobile.
Examples
Counts use plain character lengthFree returns, fast shipping, and 24/7 support. Shop the new collection and save today.
Enjoy completely free returns, lightning-fast shipping, and round-the-clock customer support whenever you need it most.
Cut reporting time in half. Try the dashboard free for 14 days. No card required.
Cut your weekly reporting time roughly in half with automated dashboards. Try the entire platform free for 14 full days, and no credit card is required.
Google Ads description character limit FAQ
- How many characters are allowed in Google Ads description?
- Google Ads description has a 90-character limit.
- Why does Google Ads description have a character limit?
- Google caps each responsive search ad description at 90 characters so the ad stays compact and renders consistently across the search results page and mobile.
- Do spaces count toward the Google Ads description limit?
- Yes, spaces count toward character limits on all major platforms.
- What happens if I exceed the Google Ads description limit?
- The platform usually rejects the description or truncates it. Use the counter above to stay safely under 90 characters.
Google Ads description character limit guide
Ninety characters to back up the headline's promise
Descriptions are the supporting copy beneath the headlines in a Google responsive search ad, and each one is capped at 90 characters including spaces and punctuation. You can supply up to four, and Google typically shows one or two depending on the device and the auction. The headlines grab attention and carry the keyword; the descriptions earn the click by adding the detail a searcher needs to act: the offer specifics, the proof, the differentiator, and the call to action. Ninety characters is roughly a short, complete sentence, so each description should make one clear, persuasive point.
Because Google selects which descriptions to serve and pairs them with rotating headlines, do not write a description that depends on a specific headline appearing first. Each line should stand on its own as a coherent claim. Put your single best benefit and a clear call to action in your strongest description, since a weaker fourth description may rarely or never show. The counter above shows the exact length of each line so you can pack in detail without crossing 90 and triggering truncation or disapproval.
What to put in 90 characters, and what to cut
The highest-performing descriptions combine a concrete benefit with a reason to believe and a next step. Free returns and fast shipping is a benefit; rated 4.8 by 12,000 customers is a reason to believe; shop now is the step. You rarely fit all three in one 90-character line, so spread them across your description pool and let Google assemble the mix. Specifics beat vague superlatives both for persuasion and for length: 14-day free trial is shorter and more credible than try it free for a limited time.
Cut hedging words and redundant intensifiers. Phrases like completely free, absolutely the best, and whenever you need it most eat characters without adding meaning, and Google's policies discourage gimmicky punctuation and repeated exclamation points anyway. Sentence case is fine in descriptions and often reads more naturally than the title case used in headlines. Write tight, factual lines that a real person would find useful, and you will fit more substance into the 90 characters.
Test, count, and let Google optimize
Treat the four-description slots as a small test set rather than one message split into parts. Give Google variety: one description led by the offer, one by the proof, one by the differentiator, and one by a strong call to action. The system learns which combinations of headlines and descriptions win for which searches, but it can only do that if you feed it genuinely different angles instead of four rewordings of the same sentence. Variety also protects you when a layout shows only a single description, because any one of them can carry the ad.
Before launch, run every description through the counter above to confirm each sits at or under 90 characters, then read your top two descriptions alongside a couple of your headlines to make sure the assembled ad reads as one coherent message. Descriptions that fit cleanly, make a specific promise, and end with a clear action give your responsive search ads the raw material to perform, and they keep your account clear of the truncation and disapproval problems that come from copy written right up against the limit.