Character limits and recommended lengths for every copy format
One table per format: Google Ads, Meta Ads, email subject lines, SMS, LinkedIn, Twitter/X, meta titles, meta descriptions, Amazon product titles and app store descriptions, each with the platform's own limit and a working length underneath it. Paste your own copy into the Length and Character Counter to see it measured against every one of these limits at once, live in your browser.
Run your copy through the Insight Injector Start your brief with the Website Brief StarterAd and listing formats compared
Every format here cuts copy off differently: some truncate mid-word, some hide the rest behind a link, and some rewrite what you wrote rather than showing it in full. This table sets out what each format is judged on, so you know which limit actually matters for the copy you're writing. Paste a line into the Length and Character Counter to see it checked against all of these limits at once.
| Format | Where it's read | Watch out for | What to check |
|---|---|---|---|
| Google Ads headlinesDescription lines beneath carry a separate limit from the headline. | Search results, above the organic listings | Can be truncated or dropped if Google judges it does not fit well with the others shown | Preview the finished ad in Google Ads before saving it |
| Meta AdsPrimary text, headline and description are three separate fields with three separate limits. | Feed and Stories on Facebook and Instagram | Longer primary text gets folded behind a 'see more' link on some placements | Check each field on its own in the ad set-up screen |
| Email subject linesThe preheader text sits beside it and is worth writing on purpose. | The inbox list, before the email is opened | Mobile inboxes show noticeably less than desktop, so a subject fine at your desk can cut off on a phone | View the subject line in a mobile preview |
| Amazon product titlesAmazon also restricts what can appear in a title. | Search results and the product page | Category rules sit on top of Amazon's general limit, and a non-compliant title can get the listing suppressed | Check the category-specific title rules in Seller Central |
| App store descriptionsThe opening two or three lines carry the weight, since the rest sits behind 'more'. | The store listing page, read before someone downloads | Apple and Google apply different limits and cut off the text at different points | Check the current guidance for the specific store you're publishing to |
| Meta titles and descriptionsPixel width decides where the line really breaks. | Google's search results page | Google rewrites titles and descriptions it judges unhelpful, so length is not the only thing deciding what shows | Search the page and see what Google actually displays |
This is general guidance on how each format behaves, not a tested benchmark, and platform limits change without notice. Check the platform's own current specification before you publish anything against a deadline.