About text ads in Smart campaigns

Text ads in Smart campaigns include:

  • Between 3 and 15 headlines with 30 characters each
  • Between 2 and 4 descriptions with 90 characters each

Here is an example of how a text ad might appear:

Ad • www.example.com/insurance

Comprehensive Insurance | Protect Yourself on a Budget | Get Your Free Quote Today

Get affordable & trustworthy insurance. 10% discount on all online quotes. Easily compare insurance plans side-by-side in just a few seconds.

Frequently asked questions

How do text ads work on mobile devices?

Text ads are designed to optimize for all formats across all devices, including mobile devices.

What are the character limits for text ad fields?

Each headline field for text ads supports up to 30 characters, while each description field supports up to 90 characters. Characters in double-width languages like Korean, Japanese, or Chinese count as 2 characters in your headline and description limits. Learn more about text ad requirements

Why does my text ad sometimes appear differently when it shows up on Google?

To help your ad attract more customers and receive more clicks, the information you provide about your business and your website’s content is used to create and test alternate ads. In some cases, this information may be used to test different headlines, descriptions, or landing pages. It may also be used to add sitelinks or replace your headlines with your business name, phone number, or address.

Both the original ad and the new ads will run to determine which are more effective. Ads that perform better consistently will run more often over time. If you’d like more control over editing and optimizing your creative assets, switch to Expert Mode. Learn more About Smart Mode and Expert Mode

Will all of the ad text in my text ad always show when my ad shows?

When you create a text ad, headlines and descriptions can appear in any order.
The more headlines and descriptions you enter, the more opportunities Google Ads has to serve ads that more closely match your potential customers’ search queries, which can improve your ad performance.
In any given ad, a maximum of 3 headlines and 2 descriptions are selected to show in different combinations and orders, so make sure that they make sense individually or in combination, and that they don't violate our policies or local law. If you have text that should appear in every ad (such as a legal disclaimer), then you must Create a Search Campaign.
In some situations, Google Ads needs to shorten your text, usually with an ellipsis (“...”). For example:
  • If you've provided a business phone number, in some instances the “Call” button may take the place of some of your ad text.
  • If your ad text frequently uses wider characters (like “m”) instead of narrower characters (like “i”), your headline text may be wider than the space available for it on some browser sizes. With most Latin languages, you can avoid this by limiting your combined headline character count to 33 characters total.
  • While serving on the Google Display Network, some ad formats are limited to 2 headlines.

How do I fix an error when I create or edit text ads?

If you receive an error message when trying to save your ad, this typically means that the text in the ad has to be changed to meet one or more of the Google Ads policies. Here are some tips to resolve errors like these:
  • Use the correct character limit for each field.
  • Check for proper use of punctuations and symbols.
  • Make sure your ad text doesn't have incorrect grammar or spelling.

Related links

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