Google Ads RSA limits cheat sheet
| Asset | Minimum | Maximum | Characters |
|---|---|---|---|
| Headlines | 3 | 15 | Up to 30 each |
| Descriptions | 2 | 4 | Up to 90 each |
| Display path fields | 0 | 2 | Up to 15 each |
- Chinese, Japanese and Korean characters count as 2 each, so a headline in those scripts fits about 15 characters.
- Headlines can be pinned to position 1, 2 or 3, and descriptions to position 1 or 2.
Source: Google Ads Help. Limits can change.
Google Ads headline character limit
Each headline can be up to 30 characters, and spaces and punctuation count toward that total. This tool counts each character as 1 and wide characters such as Chinese, Japanese and Korean as 2, which follows the rule in Google Ads Help as closely as a browser can. Every field in the editor works as a Google Ads character counter, showing the count against the limit as you type and marking anything over it. Descriptions use the same counting with a 90 character limit, and the Google Ads description generator part of the tool never drafts one that is longer.
How to write responsive search ad headlines
Use your keyword in a few headlines
Put your main keyword in at least 2 headlines so it can appear whichever combination is shown. Keep the wording natural rather than repeating the keyword in every line.
Mix benefits, offers and calls to action
Write headlines that each do a different job: name the product, state a selling point, mention an offer or price, and say what to do next. Varied headlines give Google more distinct combinations to choose from.
Say only what you can support
Words such as best, top or guaranteed may need proof under Google's editorial and misrepresentation rules. Stick to facts about your business, and check the current policy before using claims.
Google Ads headline examples
These headlines come from the two sample businesses in the tool, a plumber in a city and an online yoga mat shop, grouped by type. Every one fits within 30 characters.
| Type | Plumber in a city | Online yoga mat shop |
|---|---|---|
| Keyword |
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| Benefit |
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| Offer |
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| Call to action |
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| Brand |
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| Question |
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| Location |
| None for this example |
Pinning and combinations
Google assembles each ad from your headlines and descriptions, usually showing 2 or 3 headlines and 1 or 2 descriptions. Pinning fixes an asset to a position, and an asset pinned to position 1 or 2 always shows, which suits a required disclaimer or brand line. Pinning can limit how well Google can test combinations, so pin as little as you can and leave several headlines unpinned. The preview above works as a simple Google Ads preview tool: Show another combination picks a different set that respects your pins.
Frequently asked questions
What is the Google Ads headline character limit?
Each responsive search ad headline can be up to 30 characters, and spaces and punctuation count. Descriptions can be up to 90 characters. Limits can change, check Google Ads Help.
How many headlines and descriptions can a responsive search ad have?
A responsive search ad needs at least 3 headlines and can have up to 15. It needs at least 2 descriptions and can have up to 4.
Do Chinese, Japanese and Korean characters count double?
Yes. Google Ads Help says double-width characters such as Chinese, Japanese and Korean count as 2 each, so a headline in those scripts fits about 15 characters. This tool counts them the same way.
Can I use exclamation marks or capital letters in headlines?
Google's editorial policy restricts some of these, for example exclamation marks in headlines and words in capitals used for emphasis, so check the current rules. This tool leaves them out of its drafts and warns if you add them.
Should I pin headlines?
Pin only what must always show, such as a legal line or required disclaimer. Pinning limits the combinations Google can test, so leave most headlines unpinned.
Does this tool use AI or guarantee results?
No. It does not use AI. It builds drafts from fixed templates and the words you type, and adds only neutral connecting words. No tool can guarantee ad performance, so edit the drafts before you use them.
Is it free, and is my text stored?
Yes, it is free with no signup. Everything runs in your browser, and nothing you type is uploaded or stored.