The limits you need most often
| Where | Max characters |
|---|---|
| Google Ads headline (responsive search ad) | 30 |
| Google Ads description | 90 |
| Display path (2 fields) | 15 + 15 |
| Sitelink text and callouts | 25 |
| SEO page title (recommended) | about 60 |
| Meta description (recommended) | about 155–160 |
| SMS, standard alphabet / with special characters | 160 / 70 |
| Post on X | 280 |
| Google Business Profile post | 1,500 |
| Instagram caption | 2,200 |
Google Ads limits are strict: the system simply won't accept a 31-character headline. SEO titles and descriptions are limited by display width rather than characters, so those numbers are guidelines. Google cuts longer text with "…" or replaces it with its own.
Why some SMS messages only hold 70 characters
SMS uses the standard GSM alphabet with 160 characters per message. Many accented letters (for example the Croatian č, ć, š, ž and đ, or the Polish ł), as well as all emoji, are not part of it. As soon as one of them appears, the whole message switches to a different encoding and only 70 characters fit. Long messages are split into parts of 153 or 67 characters. If you send SMS reminders to customers, this directly affects your costs, so the counter shows the number of SMS parts and warns you.
Tips for Google Ads headlines
- Put what people type into Google in at least one headline, e.g. "Villa with Pool in Istria".
- Use one headline for a benefit or offer: "Book Direct, No Booking Fees".
- Use one for a call to action: "Check Available Dates".
- Don't spend characters on your company name in every headline. Once is enough.
A responsive search ad can have up to 15 headlines and 4 descriptions, and Google combines them. The more varied your headlines, the more combinations the system can test.
Frequently asked questions
Do spaces count as characters?
How are emoji counted?
Why does Google cut my title even though it is under 60 characters?
Is my text sent anywhere?
Updated: November 2026 · Supremio Digital, Zagreb
