Platform Specs Reference
Complete character limits, format requirements, and best practices for each ad platform.
Google Ads
Responsive Search Ads (RSAs)
| Element |
Character Limit |
Required |
Notes |
| Headline |
30 chars |
3 minimum, 15 max |
Any 3 may be shown together |
| Description |
90 chars |
2 minimum, 4 max |
Any 2 may be shown together |
| Display path 1 |
15 chars |
Optional |
Appears after domain in URL |
| Display path 2 |
15 chars |
Optional |
Appears after path 1 |
| Final URL |
No limit |
Required |
Landing page URL |
Combination rules:
- Google selects up to 3 headlines and 2 descriptions to show
- Headlines appear separated by " | " or stacked
- Any headline can appear in any position unless pinned
- Pinning reduces Google's ability to optimize — use sparingly
Pinning strategy:
- Pin your brand name to position 1 if brand guidelines require it
- Pin your strongest CTA to position 2 or 3
- Leave most headlines unpinned for machine learning
Headline mix recommendation (15 headlines):
- 3-4 keyword-focused (match search intent)
- 3-4 benefit-focused (what they get)
- 2-3 social proof (numbers, awards, customers)
- 2-3 CTA-focused (action to take)
- 1-2 differentiators (why you over competitors)
- 1 brand name headline
Description mix recommendation (4 descriptions):
- 1 benefit + proof point
- 1 feature + outcome
- 1 social proof + CTA
- 1 urgency/offer + CTA (if applicable)
Performance Max
| Element |
Character Limit |
Notes |
| Headline |
30 chars (5 required) |
Short headlines for various placements |
| Long headline |
90 chars (5 required) |
Used in display, video, discover |
| Description |
90 chars (1 required, 5 max) |
Accompany various ad formats |
| Business name |
25 chars |
Required |
Display Ads
| Element |
Character Limit |
| Headline |
30 chars |
| Long headline |
90 chars |
| Description |
90 chars |
| Business name |
25 chars |
Meta Ads (Facebook & Instagram)
Single Image / Video / Carousel
| Element |
Recommended |
Maximum |
Notes |
| Primary text |
125 chars |
2,200 chars |
Text above image; truncated after ~125 |
| Headline |
40 chars |
255 chars |
Below image; truncated after ~40 |
| Description |
30 chars |
255 chars |
Below headline; may not show |
| URL display link |
40 chars |
N/A |
Optional custom display URL |
Placement-specific notes:
- Feed: All elements show; primary text most visible
- Stories/Reels: Primary text overlaid; keep under 72 chars
- Right column: Only headline visible; skip description
- Audience Network: Varies by publisher
Best practices:
- Front-load the hook in primary text (first 125 chars)
- Use line breaks for readability in longer primary text
- Emojis: test, but don't overuse — 1-2 per ad max
- Questions in primary text increase engagement
- Headline should be a clear CTA or value statement
Lead Ads (Instant Form)
| Element |
Limit |
| Greeting headline |
60 chars |
| Greeting description |
360 chars |
| Privacy policy text |
200 chars |
LinkedIn Ads
Single Image Ad
| Element |
Recommended |
Maximum |
Notes |
| Intro text |
150 chars |
600 chars |
Above the image; truncated after ~150 |
| Headline |
70 chars |
200 chars |
Below the image |
| Description |
100 chars |
300 chars |
Only shows on Audience Network |
Carousel Ad
| Element |
Limit |
| Intro text |
255 chars |
| Card headline |
45 chars |
| Card count |
2-10 cards |
Message Ad (InMail)
| Element |
Limit |
| Subject line |
60 chars |
| Message body |
1,500 chars |
| CTA button |
20 chars |
Text Ad
| Element |
Limit |
| Headline |
25 chars |
| Description |
75 chars |
LinkedIn-specific guidelines:
- Professional tone, but not boring
- Use job-specific language the audience recognizes
- Statistics and data points perform well
- Avoid consumer-style hype ("Amazing!" "Incredible!")
- First-person testimonials from peers resonate
TikTok Ads
In-Feed Ads
| Element |
Recommended |
Maximum |
Notes |
| Ad text |
80 chars |
100 chars |
Above the video |
| Display name |
N/A |
40 chars |
Brand name |
| CTA button |
Platform options |
Predefined |
Select from TikTok's options |
Spark Ads (Boosted Organic)
| Element |
Notes |
| Caption |
Uses original post caption |
| CTA button |
Added by advertiser |
| Display name |
Original creator's handle |
TikTok-specific guidelines:
- Native content outperforms polished ads
- First 2 seconds determine if they watch
- Use trending sounds and formats
- Text overlay is essential (most watch with sound off)
- Vertical video only (9:16)
| Element |
Limit |
Notes |
| Tweet text |
280 chars |
Full tweet with image/video |
| Card headline |
70 chars |
Website card |
| Card description |
200 chars |
Website card |
Website Cards
| Element |
Limit |
| Headline |
70 chars |
| Description |
200 chars |
Twitter/X-specific guidelines:
- Conversational, casual tone
- Short sentences work best
- One clear message per tweet
- Hashtags: 1-2 max (0 is often better for ads)
- Threads can work for consideration-stage content
Character Counting Tips
- Spaces count as characters on all platforms
- Emojis count as 1-2 characters depending on platform
- Special characters (|, &, etc.) count as 1 character
- URLs in body text count against limits
- Dynamic keyword insertion (
{KeyWord:default}) can exceed limits — set safe defaults
- Always verify in the platform's ad preview before launching
Multi-Platform Creative Adaptation
When creating for multiple platforms simultaneously, start with the most restrictive format:
- Google Search headlines (30 chars) — forces the tightest messaging
- Expand to Meta headlines (40 chars) — add a word or two
- Expand to LinkedIn intro text (150 chars) — add context and proof
- Expand to Meta primary text (125+ chars) — full hook and value prop
This cascading approach ensures your core message works everywhere, then gets enriched for platforms that allow more space.