Google search ad specs (responsive search ads)
Headline and description limits for responsive search ads, display paths, when to pin, and the sitelink, callout and snippet assets that make B2B ads bigger.
Google search campaigns use responsive search ads. You write several headlines and descriptions, and Google combines them into the ad that best fits each search. IntentBid turns your buyer questions into keywords and checks the ad text before it goes to Google.
Ad text limits
Limits at the time of writing, from Google Ads Help.
| Element | How many | Characters each | What IntentBid checks |
|---|---|---|---|
| Headlines | 3 minimum, 15 maximum | 30 | 3–15, each ≤30 |
| Descriptions | 2 minimum, 4 maximum | 90 | 2–4, each ≤90 |
| Display path (Path 1 and Path 2) | 0–2 | 15 each | Not checked |
| Final URL | 1 | 2,048 | Present and valid URL |
In Chinese, Japanese and Korean every character counts as two, so the limits are effectively halved.
A served ad shows up to three headlines and two descriptions. Only Headline 1 and Description 1 are guaranteed to appear, so every line must make sense on its own and next to any other line.
Getting good ad strength
Google rates each ad from Poor to Excellent. Ad strength isn't a ranking factor, but more good options give the system more combinations to test.
- Fill all 15 headlines and all 4 descriptions.
- Put the main keyword or buyer question in at least two headlines.
- Make headlines different from each other: outcome, product, proof, offer, audience and call to action. Five versions of the same phrase count as one.
- Use descriptions to give detail the headlines can't: who it's for, how it works, the next step.
A typical B2B set for one ad group might include:
- Outcome: "Close the Books in 5 Days"
- Product: "Month-End Close Software"
- Audience: "Built for NetSuite Teams"
- Proof: "Used by 400+ Finance Teams" (only if your landing page says so)
- Offer: "Free 14-Day Trial"
- CTA: "Book a 20-Minute Demo"
Pinning
You can pin a headline to position 1, 2 or 3, or a description to position 1 or 2. Text pinned to Headline 1, Headline 2 or Description 1 always shows. Text pinned to Headline 3 or Description 2 may not show.
Google doesn't recommend pinning for most advertisers, because it limits the combinations and usually lowers ad strength. Pin only when you must:
- A legal or compliance line that has to appear in every ad.
- A brand name that must lead (pin two or three brand variants to position 1, not just one, so Google still has a choice).
Don't pin identical or very similar text to the same position.
Assets (formerly extensions)
Assets add links and facts under the ad and often lift click-through rate. Google decides when to show them.
| Asset | Limit at the time of writing | B2B tip |
|---|---|---|
| Sitelinks | Link text 25 characters; two optional description lines, 35 characters each; at least 2 needed to show | Pricing, Integrations, Case studies, Book a demo |
| Callouts | 25 characters each; up to 10 can show | "SOC 2 Type II", "EU data hosting", "No setup fee" |
| Structured snippets | A header plus 3–10 values, 25 characters each | Header Types or Service catalog: the modules you sell |
| Images | Square 1:1 (min 300 × 300) and landscape 1.91:1 (min 600 × 314) | A clean product shot, no text overlay |
| Business name and logo | Name 25 characters; square logo, min 128 × 128 | Same name and logo as on your site |
Google recommends at least four sitelinks with descriptions on busy campaigns, and at least four values per snippet header. Sitelinks with the same or very similar text won't serve together.
Snippets must be factual, not promotional: "Reconciliation, Close checklist, Flux analysis" works; "Best close tool" doesn't. The same rule applies to callouts: only true facts your site can confirm.
Common disapprovals
- Excessive capitalisation ("FREE DEMO") or repeated punctuation ("Book now!!!").
- Claims like "#1" or "best" without third-party proof on the landing page.
- Competitor trademarks in ad text where the owner has restricted them.
- A landing page that doesn't load, or doesn't match the ad.
The Creative studio suggests every headline, description, sitelink, callout and snippet within these limits. See B2B ad copy guidelines for what to write in them.