platform-specs

Complete character limits, format requirements, and best practices for each ad platform.

Platform Specs Reference

Complete character limits, format requirements, and best practices for each ad platform.

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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 |

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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 |

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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

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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)

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Twitter/X Ads

Promoted Tweets

| 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

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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

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Multi-Platform Creative Adaptation

When creating for multiple platforms simultaneously, start with the most restrictive format:

1. Google Search headlines (30 chars) — forces the tightest messaging
2. Expand to Meta headlines (40 chars) — add a word or two
3. Expand to LinkedIn intro text (150 chars) — add context and proof
4. 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.