Ad Platform Specs
Google Ads Specs
The character limits below are the ones I check before every build, because Google truncates silently in the interface and you find out later that your headline reads as a fragment. Asset counts for Performance Max change more often than the limits do.
| Asset | Character limit | Quantity |
|---|---|---|
| Headline | 30 | Up to 15 |
| Description | 90 | Up to 4 |
| Display path, each field | 15 | 2 fields |
| Sitelink text | 25 | Per sitelink |
| Sitelink description line | 35 | 2 lines per sitelink |
| Callout | 25 | Recommended 4 or more |
| Structured snippet value | 25 | 3 or more per header |
| Asset | Character limit |
|---|---|
| Short headline | 30 |
| Long headline | 90 |
| Description, short | 60 |
| Description | 90 |
| Business name | 25 |
| Asset type | Aspect ratio | Recommended pixels |
|---|---|---|
| Landscape image | 1.91:1 | 1200 x 628 |
| Square image | 1:1 | 1200 x 1200 |
| Portrait image | 4:5 | 960 x 1200 |
| Landscape logo | 4:1 | 1200 x 300 |
| Square logo | 1:1 | 1200 x 1200 |
| Video | 16:9, 1:1 or 9:16 | Hosted on YouTube, 10 seconds or longer |
Notes
Write headlines that survive being shuffled. Responsive search ads assemble combinations, so every headline needs to read correctly next to any other headline. Avoid sentences that continue across two headline slots, and pin only when a legal or brand requirement forces it.
Asset quantity matters more than most teams expect in Performance Max. Campaigns with the full complement of images, logos, videos and text assets consistently get broader placement eligibility, and an asset group missing video will simply have one auto generated for it, usually badly.
Count characters on the rendered text, not your draft. Wide characters, currency symbols and non Latin scripts can push a headline over 30 in ways a plain count misses, and Google will reject at upload rather than truncate.
Google revises asset limits, adds asset types and changes Performance Max requirements several times a year. Google Ads Help is authoritative and should be checked before any large account build.
Frequently asked questions
How many headlines should I actually write?
Enough to give the system distinct angles, not enough to dilute. I aim for 8 to 12 genuinely different headlines rather than 15 near duplicates. Repetition with synonyms gives the algorithm nothing to test.
Should I pin headlines in responsive search ads?
Pin only what you must, such as a legally required disclosure or an exact brand name. Heavy pinning collapses the combination space and usually reduces Ad Strength and performance.
Do I need video for Performance Max?
You do not need to supply one, but if you do not, Google generates one from your other assets. Supplying your own is almost always better for brand quality.
Official sources
Platforms change specifications without notice. Check the primary documentation before a launch that depends on an exact value.
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More Ad Platform Specs
Meta Ads Specs
Facebook and Instagram ad specs: image and video ratios, text limits, placement requirements and file constraints.
LinkedIn Ads Specs
LinkedIn ad formats and specs: single image, video, carousel, document and message ads with character limits.
TikTok Ads Specs
TikTok ad specs for In-Feed ads and Spark Ads: video dimensions, length, text limits and safe zone guidance.
Display Ad Sizes
Standard IAB display banner sizes, the highest inventory formats, and file size limits for HTML5 and static display ads.
Google Performance Max Specs
Asset group requirements for Google Performance Max: image counts and ratios, headline and description limits, video rules and logo specs.
YouTube Ads Specs
YouTube ad formats, skippable and non skippable length rules, bumper limits, companion asset sizes and the text fields for each format.