Calculators
Check your ad copy against the character limits for every major platform before you launch. Enter headlines, descriptions, and primary text for Google RSA, Meta Ads, TikTok, and LinkedIn — the tool instantly flags over-limit text in red, shows a character count and progress bar for each field, and previews how your copy will be truncated. No more discovering mid-flight that your headline is cut off.
Check character limits across major ad platforms before launching your campaigns
Every major advertising platform enforces strict character limits on ad copy — and unlike most writing constraints, exceeding these limits does not just mean your ad looks bad. It means your headline gets truncated mid-sentence, your call to action disappears, and the carefully crafted message you spent hours on gets replaced by an ellipsis that communicates nothing.
The Ad Copy Character Counter is a multi-platform checker that validates your ad text against the exact limits for Google Responsive Search Ads, Meta (Facebook and Instagram) feed ads, TikTok ads, and LinkedIn ads — all in one place. Paste your copy once, see instantly which platforms it clears, and fix issues before you are staring at a disapproved ad or, worse, a live ad with a truncated headline that's been running for three days without anyone noticing.
Character counting matters because ad creative quality directly affects performance. Truncated headlines reduce CTR, fragmented descriptions undermine message clarity, and copy that gets cut at an awkward point can even make the ad look unprofessional — actively hurting brand perception. For more on testing creative variations to find what works, see ad creative testing.
Use the Campaign Metrics Calculator to track CTR and other performance metrics once your validated copy is live.
Getting these numbers wrong is costly. Here is the authoritative reference for each platform:
| Field | Character Limit | Notes |
|---|---|---|
| Headline | 30 characters | Up to 15 headlines; Google auto-selects combinations |
| Description | 90 characters | Up to 4 descriptions; punctuation counts |
| Display URL path | 15 characters each | Two path fields, each 15 chars |
Critical nuance: Google counts characters including spaces. A headline reading "Shop Luxury Watches Online Now" is exactly 30 characters with the trailing space — right at the limit. Remove the space and it fits; add one more character and it gets truncated or rejected.
| Field | Character Limit | Notes |
|---|---|---|
| Primary text | 125 characters | Text above the image; truncated at 125 in feed |
| Headline | 40 characters | Bold text below the image |
| Description | 30 characters | Optional; appears below headline |
| Link description | 30 characters | Desktop News Feed only |
Important: Meta shows only the first 125 characters of primary text before a "See more" link. Anything past 125 is hidden by default. Your key message and CTA must land within that window.
| Field | Character Limit | Notes |
|---|---|---|
| Ad text / caption | 100 characters | Displayed over video; includes spaces |
TikTok's single text field does heavy lifting — brand message, offer, and CTA must all coexist within 100 characters. Emojis count as 2 characters each. Plan accordingly.
| Field | Character Limit | Notes |
|---|---|---|
| Introductory text | 600 characters | Body text above the creative |
| Headline | 70 characters | Bold text below the creative |
| Description | 100 characters | Below headline on sponsored content |
LinkedIn's longer introductory text limit reflects its professional audience's higher tolerance for detailed messaging — but most of that text is collapsed behind a "See more" link on mobile unless the reader actively expands it.
Truncation is not just a cosmetic issue. Research and practitioner experience consistently show several CTR-damaging patterns when copy exceeds platform limits:
Broken calls to action. "Get Your Free Trial T..." reads as incompetent, not compelling. If your CTA lands in the truncated zone, it might as well not exist.
Headline ambiguity. A headline truncated mid-concept forces the reader to guess at your meaning. Cognitive effort is the enemy of the split-second click decision.
Ad quality score impact. Platforms like Google use ad relevance and expected CTR as quality signal inputs. Consistently underperforming copy (often due to truncation degrading message clarity) can suppress quality scores and increase your effective CPCs over time.
Creative fatigue diagnosis. When reviewing creative fatigue signals, it is worth auditing whether declining CTR correlates with copy variations that were right at or over character limits — a frequently overlooked confounding variable.
Yes, on every major platform. Spaces count as characters. This catches many advertisers off guard when a headline appears fine in a Word document but fails the platform's validator.
Emojis typically count as 2 characters on most platforms (they use multi-byte Unicode encoding). Some platforms count certain emoji as more. Use emojis sparingly in ad copy — they eat into your character budget quickly — and always validate with the counter rather than assuming.
Google sometimes enforces additional restrictions beyond raw character count, including: (1) disallowing excessive capitalization (ALL CAPS headlines), (2) restricting repeated punctuation, (3) blocking certain symbols in some markets. The character counter validates length; Google's policy checker validates content compliance separately.
Not necessarily. Shorter copy that communicates a clear benefit often outperforms maxed-out copy crammed with features. The goal is to use the available space purposefully, not to fill it. Many top-performing Google RSA headlines use 18–25 of the 30 available characters. Test both concise and full-length variations to find what resonates with your audience.
Video ad overlays (such as YouTube display overlays and TikTok branded effects) have their own separate limits — typically 10–25 characters for headlines and 35 characters for CTAs. These are separate from the in-feed copy limits covered in this guide.
Calculate your advertising return on investment by entering total ad spend and the revenue your campaigns have generated, and this tool immediately shows your ROI percentage and net profit. Performance is rated against industry benchmarks so you instantly know whether a campaign is losing money, breaking even, or delivering strong results. Suitable for any paid channel including Google Ads, Meta Ads, TikTok Ads, and programmatic display, this calculator removes guesswork from basic campaign profitability analysis.
Calculate return on ad spend by entering your advertising cost and the revenue directly attributed to those ads, and this calculator instantly produces your ROAS multiplier with a performance label showing whether your result is below average, acceptable, or excellent. Industry benchmark ranges help you judge your campaigns against typical standards for e-commerce, lead generation, and app install campaigns. A reverse calculation mode lets you set a target ROAS and compute the revenue needed to achieve it.
Convert between advertising budget, impressions, clicks, CPM, and CPC using this bidirectional media planning tool that solves for whichever metric you need. In budget-to-volume mode, enter spend plus a rate to calculate how many impressions or clicks your budget buys. In volume-to-budget mode, enter a target quantity to find the spend required, and use the built-in CTR module to convert between impression and click figures in either direction.