The limits at a glance
| Part | Allowed | Character limit |
|---|---|---|
| Headlines | 3 to 15 | 30 each |
| Descriptions | 2 to 4 | 90 each |
| Display path | 2 fields | 15 each |
Headline 1 and description 1 usually show. Headlines 2 and 3 and description 2 may appear but are not guaranteed, so each one must make sense alone.
How Google mixes them
Google combines your headlines and descriptions in different orders and learns which mixes get clicks. You can pin a line to a position, but Google says pinning is not recommended for most advertisers. Pins cut the combinations it can test and can lower Ad Strength.
Write headlines that cover different angles
- The service and city, like "Water Heater Repair in Orlando"
- Speed, like "Same-Day Service Available"
- Proof, like "Licensed and Insured Since 2009"
- An offer, like "Free Estimate on Every Install"
- A call to action, like "Call Now for a Quote"
Ten similar headlines teach Google nothing. Ten different angles let it find what works.
What Ad Strength means
Ad Strength rates how varied and relevant your text is, from Poor to Excellent. It is a guide, not a ranking factor. Google suggests at least two good ads per ad group, each with a unique final URL.
Good example. A dentist writes headlines on implants, financing, reviews, location and a call to action. Google finds that "Same-Week Appointments" wins.
Bad example. A dentist writes six headlines that all say "Best Dentist" in slightly different words.
See our guide to PPC ad copy. In our Google Ads management, each new ad runs against a proven one.