top of page

Google Search Specs

Find the latest Google Search asset specifications
Explore Google Search campaign best practices and optimization tips!

✏️ Responsive Search Ads

  • x15 Headlines, 30 characters each, included spaces

  • x4 Description Lines, 90 characters each, included spaces

  • Final URL (up to 2,048 characters)

⚙️ Optional Assets (Recommended)


  • Business Name (25 characters limit)

  • Brand Logo (Recommended dimensions: 1200 x 1200, Max file size: 5120 KB, 1:1 aspect ratio)

  • Image Assets:

  • Square Image
    Recommended dimensions: 1200 x 1200
    File Size: 5120 KB
    Aspect ratio: 1:1
    File formats: PNG, JPH, Static GIF

    Landscape Image
    Recommended dimensions: 1200 x 628
    File Size: 5120 KB
    Aspect ratio: 1.91:1
    File formats: PNG, JPH, Static GIF


  • Callout Assets (up to x10 Callouts, 25 characters)

  • Structured Snippet Assets (up to x20 Snipets, 25 characters)

  • Sitelink Assets (up to x20 Sitelinks in an account)
    Sitelink Text (up to 25 characters)
    Description line 1 (up to 35 characters)
    Description Line 2 (up to 35 characters)
    Final URL


➡️ Use the Responsive Search Ads Preview Tool to check how your ads will render on Desktop or Mobile Devices

Google Search Campaigns Tips and Best Practices:

Best Practices:

✅ Provide ALL the available headlines and description lines to achieve optimal performance

✅ Must-Have Assets: Brand Name, Brand Logo, Sitelinks, Callouts, Structured Snippets

✅ Assign a bid strategy aligned with your business objectives to each of your Google Ads campaigns

✅ Set the right primary conversion targets for your Google Ads account


💡 Focus on targeting keywords and phrases with high intent

💡 Add negative keywords every week to prevent budget wastage due to irrelevant queries

The primary assets in Google Search Ads are headlines, descriptions, display URLs, and assets (former ad extensions)

What are the main assets in Google Search Ads?

No, you cannot use emojis and certain symbols are often restricted or discouraged to maintain a professional appearance of the ads.

Can I use special characters or emojis in my ad text?

Google automatically determines which extensions to display based on factors like the user's device, location, and search terms, as well as the performance of your ad extensions.

How does Google decide which extensions to show with my ad?

Yes, A/B testing is a common practice in Google Ads. You can test different headlines, descriptions, and extensions to see which combinations perform best via Google Ads Experiments.

Can I run A/B tests on different ad assets?

​Frequently Asked Questions
on Google Search Ads Specifications

Download Google Ads Assets Specifications 📥
Including all Google Ads Specs

bottom of page