About text ads

We recently made changes to expanded text ads so that you have more room to convey your message to customers. Now, you can:
  • Add a third headline
  • Add a second description
  • Use up to 90 characters for each description
 

Text ads on the Search Network show above and below Google search results. It has three parts: headline text, a display URL and description text.
 

Comprehensive Insurance | Protect Yourself on a Budget | Get Your Free Quote Today
Ad www.example.com/insurance
Get affordable & trustworthy insurance. 10% discount on all online quotes. Easily compare insurance plans side-by-side in just a few seconds.

Headline

People are most likely to notice your headline text, so consider including words that people may have entered in their Google search. Your text ad consists of three headlines where you can enter up to 30 characters each to promote your product or service. The headlines are separated by a vertical pipe ("|") and may show differently based on the device that someone is using when they view your ad.

Display URL

The display URL, usually in green, shows your website address. This display URL is made up of the domain from your final URL and the text in the optional ”Path” fields. These fields are designed to help people who see your ad get a better sense of where they’ll be taken when they click it. Your path text doesn’t have to match the exact language of your display URL. 

Description

Use the description fields to highlight details about your product or service. It’s a good idea to include a “call to action” – the action you want your customer to take. If you’re an online shoe shop, your description might include “Shop now” or “Buy shoes now”. If you offer a service, you might want to add something like “Get an instant quote online” or “See pricing”.

Length limits

Field Max length
Headline 1 30 characters
Headline 2 30 characters
Headline 3 30 characters
Description 1 90 characters
Description 2 90 characters
Path (2) 15 characters each


In expanded text ads, the length limits are the same across all languages. Each character in double-width languages like Korean, Japanese or Chinese counts as two towards the limit instead of one.

To see what your ads look like on the Google search results page without affecting your ad statistics, use the Ad Preview and Diagnosis tool.

Tip

You can provide more information about your business, such as its location, phone number or additional deep links into your website, by adding extensions to your text ads. Learn more about ad extensions

You can also use dynamic text to customise your ad to each person. Learn more about how to create text ads with customised text

Using special characters with your ads

Most non-English characters, including tildes, umlauts and cedillas will appear correctly in your ads, including within the display URL.

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