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Ad copy character limits for every platform (2026)
Updated September 29, 2026 · 6 min read
Every platform has two numbers that matter: the hard limit, where the platform refuses your text, and the cut-off point, where it gets truncated or hidden behind "See more". The cut-off is usually the one to write for. Google Search headlines are 30 characters, Meta shows about 125 characters of primary text in Feed, and LinkedIn cuts introductory text after about 150.
Meta publishes recommended lengths per placement rather than hard caps. Longer text still runs, but it's truncated.
| Field | Feed | Stories | Reels |
|---|
| Primary text | about 125 before "See more" | 125 | 40 |
| Headline | 27 | 40 | 55 |
| Description | 30 (shown in Marketplace and search results; often hidden in Feed) |
You can give Meta up to five options for primary text, headline and description, and it rotates them.
Google Search (responsive search ads)
| Field | Limit | How many |
|---|
| Headline | 30 | 3 to 15 |
| Description | 90 | 2 to 4 |
| Display URL path | 15 | up to 2 |
| Sitelink text | 25 | per sitelink |
| Sitelink description lines | 35 each | 2 per sitelink |
| Callout | 25 | per callout |
These are hard limits: Google won't save text that's longer. Chinese, Japanese and Korean characters count as two.
Advertisement
Google Performance Max
| Field | Limit | How many |
|---|
| Headline | 30 (at least one of 15 or fewer) | 3 to 15 |
| Long headline | 90 | 1 to 5 |
| Description | 90 | 2 to 5 |
| Business name | 25 | 1 |
| Display URL path | 15 | up to 2 |
Google Demand Gen
| Field | Limit | How many |
|---|
| Headline | 40 | up to 5 |
| Long headline (video ads) | 90 | up to 5 |
| Description | 90 | up to 5 |
| Business name | 25 | 1 |
TikTok
| Field | Limit |
|---|
| Ad text | 1 to 100 (each emoji counts as one) |
| Brand name | 2 to 40 |
Spark Ads use the caption from the original organic post instead of a separate ad text field.
LinkedIn (single image ads)
| Field | Hard limit | Recommended |
|---|
| Introductory text | 600 | 150 (cut off with "see more" after that) |
| Headline | 200 | 70 |
| Description (LinkedIn Audience Network only) | 300 | 70 |
Clicks on "see more" count as paid clicks on LinkedIn, so front-load the message in the first 150 characters.
Reddit
| Field | Hard limit | Recommended |
|---|
| Headline | 300 | under 100, or 80 for mobile |
| Carousel caption | 50 per card | |
X (Twitter)
| Field | Limit |
|---|
| Post text | 280 (each link counts as 23) |
| Website card headline | 70 (X recommends 50 or fewer) |
| Poll option | 25 each, 2 to 4 options |
| Conversation button headline | 23 |
| Conversation button hashtag | 21, including the # |
X counts most emoji and Chinese, Japanese and Korean characters as two.
Writing to the limit
- Write for the cut-off, not the maximum. A 300-character Reddit headline is allowed, but most people only see the first 80 to 100.
- Put the offer or hook first. Truncation always removes the end.
- Write a few short Google headlines on purpose. Performance Max asks for at least one of 15 characters or fewer, and short headlines fill more slots.
- Count links on X. A long URL still costs 23 characters, so there's no need to shorten it for length.
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