Google Ads Character Counter
Write a full responsive search ad with 15 headline and 4 description fields, each with a live counter against Google's 30, 90 and 15-character limits. Test {KeyWord:} insertion with a real search term, pin assets, catch common editorial problems and preview how a combination could look.
Last updated:
Use {KeyWord:Default text} in a headline or description. The counter uses the default text, and checks whether this keyword fits.
Headlines
3–15 headlines, max 30 characters eachDescriptions
2–4 descriptions, max 90 characters eachAd preview
Google mixes your assets automatically; this shows one possible combination. Layouts change often, so treat it as a guide.
Summary
Checks
How to use the Google Ads Character Counter
- Enter the final URL and display paths so the preview shows your domain.
- Write your headlines and descriptions. Each field shows characters used out of 30 or 90 and turns red when it is too long.
- Add keyword insertion with
{KeyWord:Default text}and type a test keyword to see whether it fits. - Pin assets only where needed, then review the Checks list and fix anything marked in red.
- Copy or download your assets as text or CSV for Google Ads or Google Ads Editor.
Google Ads text limits at a glance
| Field | Character limit | Required / allowed | Notes |
|---|---|---|---|
| Headline | 30 | 3 required, up to 15 | Up to 3 can show at once; no exclamation marks |
| Description | 90 | 2 required, up to 4 | Up to 2 can show; at most one exclamation mark |
| Display path 1 | 15 | Optional | Shown after the domain: example.com/Path-1 |
| Display path 2 | 15 | Optional, needs path 1 | example.com/Path-1/Path-2 |
| Final URL | 2,048 | Required | Its domain becomes the display domain |
Limits reflect Google Ads responsive search ads as documented in 2025–2026. Double-width characters (Chinese, Japanese, Korean) count as two characters each.
Keyword insertion examples
Search term: trail running shoes. Headline limit 30 characters.
| You write | Ad shows | Length |
|---|---|---|
{keyword:Running Shoes} | trail running shoes | 19 |
{Keyword:Running Shoes} | Trail running shoes | 19 |
{KeyWord:Running Shoes} | Trail Running Shoes | 19 |
Buy {KeyWord:Shoes} Today | Buy Trail Running Shoes Today | 29 |
Shop {KeyWord:Shoes} at 40% Off | Shop Shoes at 40% Off (keyword would make it 35, so the default is used) | 21 |
Tips for responsive search ad copy
- Make every headline stand alone. Any headline can appear next to any other, so avoid ones that only make sense in sequence.
- Vary the angle: keyword headlines, benefits, offers and prices, trust signals (reviews, guarantees) and calls to action.
- Use the full 90 characters in at least two descriptions; short descriptions leave space unused on desktop.
- Keep paths meaningful: they do not need to exist on your site, so use them to echo the search (Running-Shoes / Women).
- Write short and long versions: a 15-character headline pairs well with longer ones when space is tight on mobile.
Frequently asked questions
What are the Google Ads character limits for responsive search ads?
Headlines can be up to 30 characters, descriptions up to 90 characters and each of the two display URL paths up to 15 characters. A responsive search ad needs at least 3 headlines and 2 descriptions and can have up to 15 headlines and 4 descriptions. Spaces and punctuation count, and double-width characters such as Chinese, Japanese and Korean count as 2.
How does keyword insertion affect the character count?
With keyword insertion, for example {KeyWord:Trail Running Shoes}, Google replaces the code with the search term that triggered the ad. If the keyword would make the headline longer than the limit, Google shows the default text instead. That is why the default text must itself fit, and why this counter measures the default text and separately tests your keyword.
What do the keyword insertion capitalizations mean?
{keyword:} shows the keyword in lower case, {Keyword:} capitalizes the first word, {KeyWord:} capitalizes every word, {KEYWord:} puts the first word in capitals and capitalizes the next word, and {KeyWORD:} capitalizes the first word and puts the last word in capitals. Pick the one that reads most naturally in your headline.
Can I use exclamation marks in Google Ads?
Not in headlines. Google's editorial policy does not allow exclamation marks in headlines, and descriptions can contain at most one. Repeated punctuation such as !! or ??, emoji, gimmicky spacing and all-caps words other than accepted acronyms are also commonly disapproved.
Should I pin headlines?
Pin only when something must always appear in a position, such as a legal disclaimer or brand name. Pinning one headline to a position means it always shows there, which reduces the combinations Google can test. If you need to pin, pin 2 or 3 headlines to the same position so Google can still rotate between them.
How many headlines should I write?
Google requires at least 3, but more unique headlines give the system more combinations. Many advertisers aim for 10 to 15 distinct headlines covering keywords, benefits, offers, proof and calls to action, plus 4 descriptions. Avoid near-duplicates: Google rejects identical assets and repetitive ones add little.
Does this tool connect to my Google Ads account?
No. Everything runs in your browser, nothing is uploaded and no sign-in is needed. Your draft is saved only in this browser. Use Copy or the CSV download to move the text into Google Ads or Google Ads Editor.
Are all the tools on FreeToolCabin tested for quality and accuracy?
Yes! Every tool on our site undergoes automated Q/A testing in real browser environments to ensure high precision, correct output, and zero errors. If you happen to spot a bug or have a suggestion, please contact us at [email protected] and our team will review it right away.