Responsive search ad limits
Google's documented limits are 30 characters for each headline, 90 for each description and 15 for each of the two display paths. A single responsive search ad requires at least three headlines and two descriptions, with a maximum of fifteen headlines and four descriptions. Empty lines do not count as assets in this worksheet.
The checker reports the literal code-point count for every supplied asset. For ordinary ASCII text, including spaces and punctuation, that is an exact character count. Text outside that range and text containing dynamic braces is marked for manual verification. Google uses special counting rules for double-width languages, and dynamic insertion can produce text different from the literal template.
Use the count to make a specific edit
The fictional headline Plan Your Next Campaign contains 23 ASCII characters, leaving seven under the 30-character limit. Adding Today with a preceding space produces 29 characters. This is a mechanical example, not a recommendation that every headline should use its full allowance.
When an asset is too long, decide which idea it needs to carry. Remove a redundant phrase before removing the word that explains the offer. Check the edited text again and read it alongside the other assets. A shorter asset that loses the product or audience may solve the count while weakening the message.
Outer whitespace remains part of the literal count and receives a finding. The tool does not silently trim ad text. Duplicate detection ignores capitalization and outer whitespace so that repeated ideas are easier to spot, but it cannot tell whether two differently worded headlines express the same benefit.
Review the asset set as a whole
Give each asset a clear job: identify the offer, explain a relevant benefit, answer an objection or state the next step. Read plausible combinations out loud. Three individually grammatical lines can still produce a repetitive or confusing ad when assembled together.
Keep necessary qualifications close to the claims they explain. If wording must appear in every served ad, use the provider's documented pinning controls and verify the intended arrangement in Google Ads. This worksheet does not configure pins or simulate every served combination.
A valid length also does not guarantee that all text will be displayed in every format. Available space and serving behavior affect presentation. Use the provider preview and inspect the actual campaign after launch rather than treating a local character counter as a pixel-perfect ad preview.
Handle dynamic and multilingual text explicitly
A keyword-insertion template is not the same as its final text. Its default and inserted variants need their own review. The checker flags braces for this reason and leaves the result as Review needed even if the visible template appears short. The linked keyword-insertion documentation explains the provider behavior.
Non-ASCII text includes many ordinary accented letters as well as double-width scripts, emoji and combining characters. This tool takes the conservative approach of showing the literal code-point count while requiring a provider check. It does not claim to reproduce every language-specific validation rule.
For a multilingual handoff, include a reviewer who understands the language and offer. Literal length checks cannot validate tone, translation, claims, policy or whether the landing page fulfills the promise made in the ad.
Export the review and finish in the ad platform
The CSV contains each asset, literal count, relevant limit and findings. It is a review worksheet, not an Ads Editor import file. Preserve the source copy and record any changes before moving approved wording into the account.
Before publication, verify the final URL, offer availability, display paths, required qualifications and conversion measurement. Use the campaign launch checklist to give each check an owner and an evidence reference. A row within its character limit is one completed check inside that larger workflow.