What is an ad copy character counter
An ad copy character counter checks each part of an ad, the headlines, descriptions and primary text, against the character limit the platform enforces. Google Ads and Microsoft Ads reject a responsive search ad headline over 30 characters and a description over 90. Meta and LinkedIn do not always reject long copy, but they truncate it in the feed with a See more link, which means the reader never sees the offer.
This free ad character counter applies the limit for the platform you pick, shows the count for each field, says how many characters to trim, and separates the hard maximum from the recommended length where the platform publishes both. The limits come from each platform's own help pages, linked in the sources.
| Platform | Field | Limit | Verified against |
|---|
| Google Ads RSA | Headline | 30 characters | Google Ads Help, responsive search ads |
| Google Ads RSA | Description | 90 characters | Google Ads Help, responsive search ads |
| Microsoft Ads RSA | Headline | 30 characters | Microsoft Advertising Help |
| Microsoft Ads RSA | Description | 90 characters | Microsoft Advertising Help |
| Meta feed | Primary text | 50 to 150 recommended | Meta Ads Guide, Facebook feed image |
| Meta feed | Headline | 27 recommended | Meta Ads Guide, Facebook feed image |
| LinkedIn single image | Introductory text | 150 recommended, 600 maximum | LinkedIn Marketing Solutions Help |
| LinkedIn single image | Headline | 70 recommended, 200 maximum | LinkedIn Marketing Solutions Help |
| LinkedIn single image | Description | 100 characters | LinkedIn Marketing Solutions Help |
Google and Meta figures were read directly from the linked pages when this tool was built. The LinkedIn and Microsoft help pages render their content in the browser, so those figures are taken from the pages as published and should be checked against the ad editor before a launch. Platforms change these limits without notice.
Why the recommended length matters more than the maximum
Meta will accept a 400-character primary text. It will also hide everything after roughly the first three lines behind See more, and most people do not tap it. LinkedIn's 600-character maximum for introductory text exists, but the platform itself recommends 150 because that is what shows before truncation. The maximum is what the ad editor accepts. The recommended length is what the reader sees. Write to the second number.
For Google and Microsoft the numbers are hard limits, but the practical rule is the opposite: give the platform plenty to work with. A responsive search ad with 3 headlines has almost nothing to combine. Aim for at least 8 headlines and 3 descriptions, each carrying a different message, and pin only what must appear.
Trimming copy without losing the point
- Cut from the end. The keyword or the offer belongs in the first few words, where it survives truncation.
- Drop the adjectives first. "Trusted, experienced dental marketing" becomes "Dental marketing" with nothing lost.
- Numbers are shorter than words. "Book in 30 seconds" beats "Book in under half a minute".
- Ampersands and digits count as one character. "Ads & landing pages" saves two characters over "and".
- Do not use all capitals to fit. Google disapproves ads for gimmicky capitalisation, and readers skip them anyway.
Questions people ask
Does Google count spaces as characters?
Yes. Every character including spaces and punctuation counts toward the 30-character headline and 90-character description limits.
What happens if my Meta primary text is over 150 characters?
Meta accepts it, but the feed shows about the first three lines and hides the rest behind a See more link. The 50 to 150 figure on Meta's ads guide is a recommendation for what stays visible, not a hard cap. This counter flags anything over 150 as over, because the reader will not see it.
How many headlines should a responsive search ad have?
The editor allows up to 15 headlines and 4 descriptions. Google's own guidance is to provide as many distinct headlines as you can, and in practice ads with fewer than 8 headlines get a low ad strength rating. This counter checks 3 so you can test the ones you are unsure about; paste the rest in one at a time.
Why is LinkedIn showing two numbers?
LinkedIn publishes both a recommended length and a maximum for introductory text and headlines. The counter treats the maximum as the hard limit and flags copy that fits but exceeds the recommended length, since that is where the feed truncates.
Are the limits up to date?
Google and Meta limits were read from the platforms' live help pages when the tool was built. LinkedIn and Microsoft pages could not be machine-checked, so those figures are from the published pages and worth confirming in the ad editor before a big launch. If you find a limit has changed, tell us and we will update it.
Can I count copy for TikTok or X ads?
Not yet. Those platforms are not in this version. Pick the platform with the closest limit as a rough check, or tell us which one you need.
Sources
Last reviewed 14 September 2026. Formulas and benchmarks are published on the page so you can check them. This tool gives estimates, not quotes.
