Google Ads Preview.

Writing High-Performing Ad Copy

Headlines are limited to 30 characters each. Google displays up to 3 headlines separated by a vertical bar. Put your strongest message and primary keyword in Headline 1 since it always shows.

Descriptions are limited to 90 characters each. Use Description 1 for your core value proposition and call to action. Description 2 can reinforce with proof points, differentiators, or urgency.

The display URL shows your domain and path below the headline. Keep your landing page URL clean and relevant to the ad copy. Users are more likely to click when the URL matches their search intent.

Test multiple variations. Responsive search ads allow up to 15 headlines and 4 descriptions. Google automatically tests combinations to find what performs best. Use this tool to preview your strongest options before uploading them.