ad-creative · platform-specs

Platform Specs Reference

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

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

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

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

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)

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

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

Multi-Platform Creative Adaptation

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

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