UtilibyWritten by the Utiliby editorial team · Last updated October 15, 2026 · Rules and formulas reviewed October 2026
What this free online Google Ads character counter does
Google Ads is strict about length. A headline of 31 characters is rejected, a description of 91 is cut, and a headline with an exclamation mark is disapproved. Finding that out after you have pasted fifteen headlines into the interface wastes time. This free online Google Ads character counter lets you write and edit every asset first, with a live counter on every field that turns amber near the limit and red above it.
It is built for responsive search ads (RSAs): 15 headlines of 30 characters, 4 descriptions of 90 characters and two display path fields of 15. A desktop and mobile ad preview shows how a combination reads, a shuffle button tries other combinations, and pinning is honoured. A checklist flags missing assets, duplicates, exclamation marks, capital letters, superlative claims and keywords missing from headlines. Extension and Performance Max limits are included.
How to write a responsive search ad with this tool
- Enter your main keyword and final URL. The tool checks that the keyword appears in your headlines.
- Write at least eight headlines. Cover the keyword, the benefit, an offer, proof and a call to action.
- Write four descriptions. Each should work after any headline.
- Add display paths. They make the web address look relevant.
- Pin only if you must. Use pins for legal text or brand names.
- Check the preview. Press Shuffle to see different combinations, on desktop and mobile.
- Fix the checks, then export. Copy the text or download the CSV.
Google Ads character limits at a glance
| Asset | Characters |
|---|---|
| Responsive search ad headline | 30 |
| Responsive search ad description | 90 |
| Display path 1 and 2 | 15 each |
| Sitelink text | 25 |
| Sitelink description lines | 35 each |
| Callout | 25 |
| Structured snippet value | 25 |
| Performance Max headline | 30 |
| Performance Max long headline | 90 |
| Business name | 25 |
Writing headlines that earn the click
- Lead with the keyword. Searchers look for the words they typed, and matching words are shown in bold.
- Say the benefit. What does the person get, and how fast?
- Add a number or an offer. Free shipping, 30-day trial and 24-hour delivery are specific.
- Show proof. Years in business, ratings and awards, but only claims you can back up.
- End with an action. Get a quote, Book today, Start free.
- Make each headline stand alone. Google may show any three in any order.
Score your best ideas with the Headline Analyzer and test variants properly with the A/B Test Calculator.
Pinning, combinations and ad strength
Responsive search ads work by letting Google test combinations, so more varied assets usually produce better results. Pinning restricts that. A pinned headline always shows in its position, which is useful when a legal line or brand name must appear but cuts the number of combinations. A good rule is to pin as little as possible, and when you do pin, pin more than one headline to the same position so Google still has a choice. The counter shows how many combinations remain. Google's own Ad Strength rating is worked out inside your account, and the checklist here helps you reach it by covering the basics first: enough unique assets, the keyword in several headlines and no policy slips.
Policies and common disapprovals
- Exclamation marks in headlines are not allowed.
- Excessive capitalisation and gimmicky punctuation or symbols can be disapproved.
- Unproven claims such as best, number one or guaranteed need evidence.
- Misleading or irrelevant text that does not match the landing page breaks policy.
- Repeated words and phrases across headlines are limited.
- Trademarks, restricted products and phone numbers in ad text have extra rules.
Make sure the landing page matches the promise in the ad. Tag the final URL with the UTM Link Builder and work out your cost targets with the Ad Metrics Calculator and the Marketing ROI Calculator.
Checklist before you launch a responsive search ad
- At least eight unique headlines, and no two that say the same thing in different words.
- The main keyword in at least two headlines, and a different angle in each of the others: benefit, offer, proof, action.
- Four descriptions, each ending with a full stop, that read well after any headline.
- Display paths that describe the destination.
- No exclamation marks in headlines, no gimmicky capitals and no claims you cannot prove.
- The landing page repeats the promise from the ad, loads fast and works on a phone.
- Tracking is in place, with a tagged link from the UTM Link Builder.
- You know your break-even cost per click, which you can work out with the Marketing ROI Calculator.
Write for the person behind the search
Search ads work best when they speak to a real person at a real moment. Someone searching for a price wants numbers, someone searching for a problem wants relief, and someone searching for a brand wants to find it. Write a few headlines for each intent, then group your ad groups so that each ad matches the searches that trigger it. If you are not sure who your customers are, describe them first with the Buyer Persona Generator, and use their own words in your headlines. Check each draft with the Headline Analyzer and keep the strongest versions.
Accuracy, limits and responsible use
Limits and rules were checked against Google Ads help documentation at the time of writing but can change, and policy checks here are simple pattern tests rather than Google's review. The preview is an illustration. Real ads may show fewer headlines, wrap differently and include extensions and images. Always check the final result in Google Ads before you publish. This free online Google Ads character counter is for lawful, honest advertising only.
Frequently asked questions
What are the Google Ads character limits?
For responsive search ads, headlines are 30 characters, descriptions 90 characters and each display path field 15 characters. Sitelink text is 25, sitelink descriptions 35 and callouts 25.
How many headlines and descriptions can I add to a responsive search ad?
You must add at least 3 headlines and 2 descriptions, and you can add up to 15 headlines and 4 descriptions. More assets give Google more combinations to test.
Do spaces count as characters in Google Ads?
Yes. Spaces, punctuation and symbols all count. The counters here count every character in the same way.
Do Chinese, Japanese and Korean characters count double?
Yes. Double-width characters count as two, so a headline in these languages can have at most 15 characters. The tool applies this rule automatically.
Can I use an exclamation mark in a Google Ads headline?
No. Google does not allow exclamation marks in headlines, and the tool warns you. You can use one in a description, but not repeated.
What is a display path?
The display path is the optional text after your domain in the ad's web address, such as example.com/qr-codes/free. It does not need to match a real page but should describe the destination.
What does pinning do in a responsive search ad?
Pinning forces a headline or description to appear in a fixed position. It is useful for legal text or a brand name, but it reduces the combinations Google can test, which can lower performance.
How many ad combinations can Google create?
Up to 15 headlines in groups of three and 4 descriptions in groups of two give tens of thousands of combinations. The tool shows an estimate for your assets, honouring any pins.
Why is my headline over the limit?
The counter turns red when the text is more than 30 characters. Remove words, shorten phrases or split an idea across two headlines.
What are good headlines for Google Ads?
Include your main keyword in at least two headlines, add a benefit, a number or offer, and a clear call to action. Make each headline able to stand alone so any combination reads well.
Should my headlines be different from each other?
Yes. Repeating the same words wastes the chance to test different messages. Google also does not allow identical headlines, and the tool flags duplicates.
Is this the same as Google's Ad Strength?
No. Ad Strength is calculated by Google inside your account. This tool gives a practical checklist for counts, limits, keywords and policy issues so that you can write better assets before you upload.
Can I check Performance Max and extension limits?
Yes. The Extensions tab counts sitelinks, callouts, structured snippet values, long headlines and business names, and the Limits table lists the common limits.
Can I export my ad text?
Yes. Copy the text, download a CSV laid out in the style of Google Ads Editor columns, or print or save a report. Check column names against your version of the Editor before import.
Does it work for other platforms such as Bing Ads?
The limits are Google's. Microsoft Advertising has similar but not identical limits, so check its documentation before you reuse the text.
Is my ad copy stored?
No. Everything runs in your browser and nothing is uploaded.
Is this tool free?
Yes. It is a free online Google Ads character counter with no sign-up and no limits.
Sources and further reading
- Google Ads Help, About responsive search ads.
- Google Ads Help, Editorial policies for ads.
- Google Ads Help, About Ad Strength.
- Google Ads Help, About sitelink extensions.
- Google Ads Help, Asset requirements for Performance Max.
- Google Ads Editor Help, Import and export in Google Ads Editor.
Sources were consulted in October 2026. Standards and rules can change, so always check the official page for your situation.