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Text ad requirements

Text ads are the most basic form of AdWords advertising, and the content of text ads is subject to all of our AdWords advertising policies. There are two types of text ads, standard and expanded, which each have different restrictions for the amount of content that they can show.

Character limits

Standard and expanded ads have different character limits, which also vary depending on whether the ad uses a single-width or double-width language. Double-width languages, such as Chinese, Japanese, and Korean, use double-width characters that take twice as much space as single-width characters. See the limits in the table below.

The following is not allowed in standard and expanded text ads:

Descriptions that lead into the display URL

  • Examples: The description line includes "See this site:" or "Learn more at..."

Ad text that appears cut off or incomplete

Using the display URL field as another line of ad text

Using single-width Katakana characters (Japanese)

Standard character limits

Standard ads must meet the following length requirements:

  Example ad Limit for most languages Limit for double-width characters
Headline Example website 25 characters 12 characters
Description line 1 Summer sale 35 characters 17 characters
Description line 2 Save 15% 35 characters 17 characters
Display URL 255 characters (35 shown) 255 characters (17 shown)

If you're targeting certain countries in Eastern Europe and Asia, you can make longer text ads by selecting the "I would like to create a longer text ad" option when creating your new text ad. Learn more about longer text ads including their character limits.

Longer text ads are available when you target these countries: Azerbaijan, Belarus, China, Hong Kong, Japan, Kazakhstan, Kyrgyzstan, Russia, South Korea, Taiwan, Tajikistan, Turkmenistan, Ukraine, Uzbekistan.

Expanded character limits

Expanded text ads must meet the following length requirements:

  Example ad Limit for most languages Limit for double-width characters
Headline 1 Find hiking shoes 30 characters 15 characters
Headline 2 Prepare for outdoor adventures 30 characters 15 characters
Description Free express shipping. Sign up for our monthly giveaway! 80 characters 40 characters
URL Path fields (2) Shoes, Outdoor
15 characters each 7 characters each

Note that in expanded text ads, the character limit is the same across all languages, but each character from double-width languages, such as Korean, Japanese, or Chinese, count as two characters toward the limit. The table above shows that limits for double-width characters are essentially half of the regular limit.

How to fix: Character limits
  1. Read the policy above to see what isn't allowed for text ads. Be sure to check your ad's headline, description, and URL to see if you exceeded the character limits.
    • Exception: You can request longer ads if your ad is targeting these countries: Azerbaijan, Belarus, China, Hong Kong, Japan, Kazakhstan, Kyrgyzstan, Russian Federation, South Korea, Taiwan, Tajikistan, Turkmenistan, Ukraine, or Uzbekistan.
  2. Fix your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

If you think your ad was incorrectly disapproved, you can request a review through the Disapproved ads and policy questions form.

Related policies and common disapprovals

Text ads must comply with all AdWords policies. The following are some examples of policies that are frequently associated with text ad disapprovals.


The standard requirements for clarity, correct spelling, and use of capitalization and symbols apply to all ads. See the Editorial policy for more information.

Unclear relevance

All information should be relevant to what you’re advertising. For example, all submitted ad creative fields must represent the same advertiser and be relevant to the promoted product. See the policy on Unclear relevance for more information.


Google may remove ads or extensions in response to trademark owner complaints. Advertisers are responsible for proper trademark use in their ad text, assets, and business information. See the Trademark policy for more information.

Inappropriate content

Google values diversity and respect for others. For this reason, we don't allow content that offends users or that is otherwise inappropriate. See the policy on Inappropriate content for more information.

Format-specific restrictions

Text ads targeting the Google Display Network or DoubleClick Ad Exchange must be family safe.

What happens if you violate our policies

Ad or extension disapproval: Ads and extensions that don't follow this policy may be disapproved. A disapproved ad won't run until the policy violation is fixed and the ad is approved.

Site suspension: We may suspend websites that violate our policies, meaning that the website can no longer be advertised until the problem is fixed.

Account suspension: An account may be suspended if you have several violations or a serious violation. If this happens, all ads in the suspended account will stop running, and we may no longer accept advertising from you. Any related accounts may also be permanently suspended and your new accounts may be automatically suspended at setup. Learn more about suspended accounts.

To ensure a safe and positive experience for users, Google requires that advertisers comply with all applicable laws and regulations in addition to the Google AdWords policies. It's important to familiarize yourself with and keep up to date on these requirements for the places where your business operates, as well as any other places your ads are showing. When we find content that violates these requirements, we may block it from appearing, and in cases of repeated or serious violations, you may no longer be able to advertise with Google.

Need help?

If you have questions about this policy, let us know:
Contact AdWords Support

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