About expanded text ads in Smart campaigns

Expanded text ads are the next generation of text ads, designed for a mobile-first world with both consumers and advertisers in mind. Expanded text ads give you more control over your messaging, and provide customers with more information before they click your ad.

We recently made changes to text ads so that you have more room to convey your message to customers. Now you can:

  • Add a third headline
  • Add a second description
  • Use up to 90 characters for each description

Here is an example of an expanded text ad that uses the third headline and second description:


Comprehensive Insurance | Protect Yourself on a Budget | Get Your Free Quote Today
Ad www.example.com/insurance
Get affordable & trustworthy insurance. 10% discount on all online quotes. Easily compare insurance plans side-by-side in just a few seconds.

Expanded text ads overview

Expanded text ads are similar to the text ads that you’re used to, but with a few key differences:

  • Expanded text ads have three headline fields. The extra headline field allows you to include additional text in your ads. You can use up to 30 characters per headline. The headlines will appear next to each other, separated by a vertical pipe ("|"). Depending on the size of your potential customer’s screen, they may wrap to a second line. The third headline can appear more often on wide mobile devices.
  • Expanded text ads also have two 90-character description fields, giving you more control over your ad’s messaging.
  • Expanded text ads are mobile-optimized. A preview of your ad in both desktop and mobile format is generated for you while you’re creating your expanded text ad.

Frequently asked questions


How do expanded text ads work on mobile devices?

Expanded text ads are designed to look great across all devices, including mobile devices.

What are the character limits for expanded text ad fields?

The headline fields for expanded text ads support up to 30 characters each. The description fields support 90 characters each. Each character in a double-width language like Korean, Japanese, or Chinese counts as two instead of one towards these limits. Learn more

Will all the ad text in my expanded text ad always show when my ad shows?

Usually when your ad shows, all the ad text that you’ve entered in headline 1, headline 2, and description 1 fields will show along with it. The third headline and second description fields are optional fields that can show when there is enough space, but are not guaranteed to always show. In some situations, Google Ads needs to shorten your text, usually with an ellipsis (“...”). For example:
  • If you have provided a business phone number, in some instances the “Call” button may take the place of some of your ad text.
  • If your ad text frequently uses wider characters (like “m”) instead of narrower characters (like “i”), your headline text may be wider than the space available for it on some browser sizes. With most Latin languages, you can avoid this by limiting your combined headline character count to 33 characters total. 
  • While serving on the Google Display Network, “Headline 3” may not show in some ad formats.
  • If you have text that should appear in every ad (such as a legal disclaimer), then you must include that information in either headline 1, headline 2, or description 1 fields. 

How do I fix an error when creating or editing expanded text ads?

If you received an error message when trying to save your ad, this typically means that the text in the ad has to be changed to meet one or more of the ad policies. Here are some tips:
  • Use the correct character limit for each field.
  • Check the proper use of punctuations and symbols.
  • Make sure your ad text doesn't have incorrect grammar or spelling.

Related link

Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue