Character limits for ads, explained
Every ad platform limits how long each part of an ad can be. Some limits are hard: Google Ads will not accept a responsive search ad headline longer than 30 characters. Others are recommendations: Meta lets you write longer primary text, but cuts it after about 125 characters behind a See more link.
This counter checks the main fields of Google Ads responsive search ads (headlines, long headline, descriptions and display paths), Meta ads on Facebook and Instagram (primary text, headline, description) and TikTok ads (ad text). Each field shows how many characters you have left and whether the limit is enforced or only recommended.
Characters are counted the way people see them, so an emoji or a letter with diacritics counts as one. Platforms change their limits from time to time, so check the official specs for new ad formats.
How to check your ad copy
- Choose the platform: Google Ads, Meta or TikTok.
- Type or paste the text of each field.
- Watch the counter: fields over a hard limit must be shortened, fields over a recommended limit will be cut in the feed.
- Copy the final texts into the ads manager.
Examples that fit the limits
Google Ads RSA headlines (max 30)
"Running Shoes from 49 EUR" (25), "Free 30-Day Returns" (19), "Order Today, Ships Tomorrow" (27). Short headlines combine better, as Google mixes up to three of them.
Google Ads description (max 90)
"Lightweight running shoes for road and trail. Free delivery over 50 EUR and easy returns." (89 characters).
Meta primary text (125 before See more)
Put the offer and the reason to act in the first line: "New autumn collection is here: 20% off this week only." The rest can go after the cut.
Frequently asked questions
What are the Google Ads responsive search ad limits?
Up to 15 headlines of 30 characters, up to 4 descriptions of 90 characters and 2 display path fields of 15 characters each. The long headline of 90 characters is used in Performance Max and display formats.
How many characters can a Facebook ad have?
Meta recommends about 125 characters of primary text, 40 for the headline and 30 for the description. You can write more, but the extra text is hidden or cut on most placements.
Do emojis count as one character?
This tool counts every emoji and every letter with diacritics as one character, the way readers see them. Some platforms count certain emojis or wide characters differently, so leave a small margin on hard limits.
What is the TikTok ad text limit?
TikTok ad text can be up to 100 characters. Shorter text that adds to the video works best, as it shares the screen with the caption and buttons.
Do limits count spaces and punctuation?
Yes. Spaces, punctuation and symbols all count towards the limit on every platform.