Grow your conversions ★★★★★ 4.9 · 150+ brands
Talk to Our Team →
Skip to content
4.9 on Clutch from 48 reviews150+ brands grown€500M+ ad spend managedOfficial partner ofMetaGoogleTikTokSnapchat
Talk to Our Team
admiral logo
Get in Touch
adm_logo white 300x169
CONTACT

Google Search resource guide

Google Search ad specs for responsive search ads and assets

Every Google Search ad spec in one place: responsive search ad limits, asset character counts and image sizes, plus the checks we run before a Search campaign goes live.

Specs checked 3 October 2026 against Google's Search campaign specs

See every specTalk to Our Team
1200 × 1200 px1:1 · PNG or JPG · 5,120 KB max

Your headline, up to 30 charactersHeadline · 30 max, 3 to 15 per ad

A description that still reads well next to any headline you write.Description · 90 max, 2 to 4 per ad

Your BrandBusiness name · 25 max

Headline limit
30 characters
Description limit
90 characters
Headlines / descriptions per ad
15 / 4
Sitelink and callout text
25 characters

Creative specs

Google Search ad specs by format

A Search ad is a responsive search ad plus the assets Google shows around it. Each asset has its own limits, so write to each field rather than reusing one line everywhere.

01Responsive search ads

The core Search ad. Google tests combinations of your headlines and descriptions and learns which work best for each search.

Headlines
3 minimum, 15 maximum, 30 characters each
Descriptions
2 minimum, 4 maximum, 90 characters each
Display path
2 fields, 15 characters each
Final URL
2,048 characters max
Headline position
Up to 3 headlines show at once
Double-width languages
Each Chinese, Japanese or Korean character counts as 2
Always shown
Text pinned to Headline 1, Headline 2 or Description 1
Campaign-level text
Up to 3 headlines and 2 descriptions shared by every enabled ad

02Sitelink assets

Extra links under your ad that take people straight to specific pages on your site.

Link text
25 characters, or 12 in double-width languages
Description lines
Optional; fill both lines so the details can show
Minimum to show
2 sitelinks
Shown at once
Up to 6 on desktop, up to 8 on mobile
Recommended
At least 6, with descriptions
Maximum
20 per account, campaign or ad group
Levels
Account, campaign, ad group or asset group

03Callout assets

Short phrases that add selling points to your ad, such as delivery terms or round-the-clock support. They are not clickable.

Text
25 characters, or 12 in double-width languages
Clickable
No
Levels
Account, campaign or ad group; the most specific level wins
Style
A short phrase, not a sentence, with concrete detail

04Structured snippet assets

A header from Google's fixed list plus a set of values, shown beneath your ad. Snippets are not clickable.

Header
1 of 13 predefined headers, such as Brands, Models, Types or Courses
Values
At least 3 per header; Google suggests 4 or more
Headers shown
Up to 2 on desktop, 1 on mobile and tablet
Mobile tip
Values of 12 characters or fewer read better on mobile
Levels
Account, campaign or ad group; the most specific level wins

05Image assets

Images that show alongside your text ad. The option only appears once an account meets Google's eligibility rules.

Square 1:1
Required. 1200 × 1200 px recommended, 300 × 300 px minimum
Landscape 1.91:1
Optional. 1200 × 628 px recommended, 600 × 314 px minimum
Format and weight
PNG or JPG, 5,120 KB max
Quantity
Up to 20 per campaign; Google recommends 4 or more
Safe area
Keep key content in the centre 80% of the image
Overlays
No added text, logos or graphic overlays
Eligibility
Account open 60+ days, good policy history, Search spend in the last 30 days

06Business name and logo

Your brand name and logo shown at the top of the ad. Both depend on advertiser verification.

Business name
25 characters, 1 per account or campaign
Logo
1:1, 1200 × 1200 px recommended, 128 × 128 px minimum
Account needs
Search spend in the last 28 days and completed advertiser verification
Name match
Must match your verified domain or legal name, or it is not approved
Shape
Logos often render as circles, so keep the mark centred

07Price assets

A scrollable set of cards that shows products or services with prices, each linking to its own page.

Items
3 minimum, 5 or more recommended
Cards shown
Up to 8
Header
25 characters
Description
25 characters
Types
9, including Brands, Product categories, Product tiers and Services
Languages
10, including English, French, German and Spanish

08App assets

A link to your app below a Search ad. The headline still sends people to your website.

Per ad
1 app asset can show per text ad
Stores
Google Play or the Apple App Store
You need
A live app plus its package name (Android) or App ID (iOS)
Link text
Your own call to action
Device matching
Google shows the store link that matches the user's device
Levels
Account, campaign, ad group or ad

Character limits

Google Search character limits at a glance

Treat each limit as a maximum, not a target. Chinese, Japanese and Korean characters count double, and sitelink and callout text drops to 12 characters.

Google Search character limits at a glance
FormatFieldCharacter limitNotes
Responsive search adHeadline303 to 15 per ad
Responsive search adDescription902 to 4 per ad
Responsive search adDisplay path15 per field2 fields
SitelinkLink text25 (12 double-width)2 needed to show
CalloutText25 (12 double-width)Not clickable
Structured snippetHeaderFixed list of 133 or more values
PriceHeader and description25 each3 items minimum, up to 8 shown
Business nameName251 per account or campaign

Creative testing

What to test in Google Search ads

These ideas come from Google's own Search ad guidance. Treat them as test ideas, not rules: results depend on your keywords, offer and landing page.

Copy tests

  1. Keyword in one headline

    Ad Strength checks that a keyword sits whole inside a single headline. Test keyword-led headlines against benefit-led ones.

  2. Headline length

    Google suggests varying headline lengths. Test short, punchy headlines against ones that use all 30 characters.

  3. Price or offer up front

    Prices, promotions and exclusives can help people decide. Test a headline with your price or offer against one without.

  4. A specific next step

    Google warns that generic calls to action can lower engagement. Test a specific next step against a plain one.

  5. Pin less

    Pinning limits combinations. Test 1 or 2 pinned headlines against a fully unpinned ad.

Asset tests

  1. Sitelink coverage

    Google ties 6 or more sitelinks to better Ad Strength. Test 6 sitelinks with descriptions against your current set.

  2. Landscape images

    Square images are required and landscape is optional. Test adding landscape images to see what it does to serving and click-through rate.

  3. Image style

    Google suggests product shots, lifestyle images and visual takes on abstract ideas. Rotate styles and compare.

  4. A second ad

    Google reports a 6.6% average conversion lift when advertisers add a second responsive search ad. Test a second ad with a new angle.

  5. Business logo and name

    Google says advertisers showing both see 8% more conversions on average. Test them once verification is done.

Before launch

Eight checks before a Google Search campaign goes live

  1. Write 3 headlines that work together

    Google suggests writing your first 3 headlines as if they will show together. Each one must also make sense alone.

  2. Keep keywords whole

    Put each keyword inside a single headline. If it runs past 30 characters, move it into a description.

  3. Pin only what must show

    Only Headline 1, Headline 2 and Description 1 are guaranteed to show. Put required wording there and leave the rest unpinned.

  4. Add at least 6 sitelinks

    Two is the minimum to show. Google recommends at least 6 with descriptions, and ties 6 or more to Good or Excellent Ad Strength.

  5. Count double-width characters

    Chinese, Japanese and Korean characters count twice in responsive search ads, and sitelinks and callouts drop to 12 characters.

  6. Check image eligibility

    Image assets need an account open for 60 days with recent Search spend. Upload square images first, without text or logo overlays.

  7. Verify the advertiser

    Business name and logo need advertiser verification and a name that matches your domain or legal name.

  8. Give each ad its own final URL

    Google recommends a unique final URL for each responsive search ad, matched to the message in that ad.

FAQ

Google Search ad specs, answered

Short answers to the questions we hear most when teams prepare Google Search creative.

How many headlines can a responsive search ad have?

Up to 15 headlines, with a minimum of 3, and each can be 30 characters. You can also add 2 to 4 descriptions of up to 90 characters, and Google shows up to 3 headlines at a time.

What is the Google Search description character limit?

90 characters per description, and you can add up to 4. The 2 display path fields allow 15 characters each, and the final URL can run to 2,048 characters.

How long can sitelink text be?

25 characters in most languages, or 12 in double-width languages such as Chinese, Japanese and Korean. You need at least 2 sitelinks for them to show, and an ad can show up to 6 on desktop and 8 on mobile.

What is the callout character limit?

25 characters, or 12 in double-width languages. Callouts are not clickable, so use them for short selling points such as delivery, support or pricing terms.

What size are Google Search image assets?

Square 1:1 images are required, at 1200 × 1200 px recommended and 300 × 300 px minimum. Landscape 1.91:1 images are optional, at 1200 × 628 px. Both must be PNG or JPG up to 5,120 KB, with up to 20 per campaign.

How many values does a structured snippet need?

At least 3 values per header, and Google suggests 4 or more. The header comes from a fixed list of 13, such as Brands, Models or Types, and desktop ads can show up to 2 headers at once.

Can a Google Search ad link to my app?

Yes, with 1 app asset per ad. It adds a link to your Google Play or App Store listing below the ad, while the headline still goes to your website. If installs are the main goal, Google points to app promotion ads instead.

Do pinned headlines always show?

Only 3 positions are guaranteed: Headline 1, Headline 2 and Description 1. Text pinned to Headline 3 or Description 2 may not show, so put required wording in a guaranteed slot.

Sources. Specs checked on 3 October 2026 against Google's Search campaign specs, About responsive search ads, About sitelink assets, About callout assets, About structured snippet assets, About image assets for Search campaigns, About business information, About price assets, About app assets, About Ad Strength for responsive search ads, Best practices for responsive search ads, Use as many asset types as possible, Campaign-level headlines and descriptions. Platforms update specs often, so confirm them in the ad manager before you upload.

More guides

Specs for every channel we run

Paid search support

Turn Search demand into installs, sign-ups and sales.

Our paid search team plans, writes and optimises Google Search campaigns, and our creative team builds the assets. Talk to us about your goals and channel mix.

Talk to Our TeamSee our Google Ads service

Get in touch with us

Get in touch