- Starting June 30, 2022, you’ll no longer be able to create or edit expanded text ads.
- Expanded text ads will continue to serve, and you'll still find reports on their performance going forward.
- You'll still be able to pause and resume your expanded text ads, or remove them if needed.
- We strongly encourage you to transition to responsive search ads.
- Learn more about this change to expanded text ads
- Add a third headline
- Add a second description
- Use up to 90 characters for each description
Text ads on the Search Network show above and below Google search results, helping you reach customers when they search for your products or services. They consist of three main parts: a display URL, headline text, and description text.
On this page
Benefits of text ads
Text ads provide ample room to convey your message to customers. By utilizing up to 3 headlines and 2 90-character descriptions, you can highlight specific details about your product or service and include a strong call to action (like “Shop now” or “Get an instant quote online”).
Additionally, text ads are highly customizable. You can use dynamic text to tailor your ad to each individual person, and you can provide extra business information—like your location, phone number, or deep website links—by adding ad assets.
When to use text ads
Use text ads when you want to promote your products or services directly on the Google search results page. People are most likely to notice your headline text, so these ads are highly effective when you include words that closely match what your potential customers are actively searching for.
Example of a text ad:
Ad · https://www.example.com/insurance
Comprehensive Insurance | Protect Yourself on a Budget | Get Your Free Quote Today
Get affordable & trustworthy insurance. 10% discount on all online quotes. Easily compare insurance plans side-by-side in just a few seconds.
Eligibility and requirements for Text Ads
Starting June 30, 2022, you can no longer create or edit expanded text ads. Advertisers are strongly encouraged to transition to responsive search ads.
Headline
People are most likely to notice your headline text, so consider including words that people may have entered in their Google search. Your text ad consists of 3 headlines where you can enter up to 30 characters each to promote your product or service. The headlines are separated by a vertical pipe ("|") and may show differently based on the device someone is using when they view your ad.
Display URL
The display URL shows your website address. This display URL is made up of the domain from your final URL and the text in the optional ”Path” fields. These fields are designed to help people who see your ad get a better sense of where they’ll be taken when they click it. Your path text doesn’t have to match the exact language of your display URL.
Description
Use the description fields to highlight details about your product or service. It’s a good idea to include a “call to action”—the action you want your customer to take. If you’re an online shoe store, your description might include “Shop now” or “Buy shoes now.” If you offer a service, you might want to add something like “Get an instant quote online” or “See pricing.”
Length limits
| Field | Max length |
|---|---|
| Headline 1 | 30 characters |
| Headline 2 | 30 characters |
| Headline 3 | 30 characters |
| Description 1 | 90 characters |
| Description 2 | 90 characters |
| Path (2) | 15 characters each |
Language and character requirements
The length limits are the same across all languages. However, each character in double-width languages like Korean, Japanese, or Chinese counts as two toward the limit instead of one. Most non-English characters, including tildes, umlauts, and cedillas, will appear correctly in your ads, including within the display URL.
Quality requirements
To ensure high-quality ad content, Google requires that all ads meet a certain level of quality. Low-quality ads may hardly show at all, even if they have high bids. Learn more About the Ad preview and diagnosis tool.
Why you might not view your search ads
There might not be ads on all search results, even for queries that advertisers are bidding on. You might often find that there are no ads on a page, even when an advertiser is bidding on the search terms that generated those results.
To ensure high-quality ad content on search results, Google requires that all ads meet a certain level of quality. In some cases, low-quality ads may hardly show at all (even if they have high bids). Learn more About ad quality.
