Sales Loves MarketingA text ad is an online ad that uses only text: a headline, a short description and a link to a website. The most common example is a search ad on Google or Bing, shown when someone searches for a related term. Text ads are usually paid per click, which is why they sit at the heart of pay-per-click advertising.
What are the parts of a text ad?
- Headline: the first thing people read, and the most important part of the ad. Search ads can show more than one headline at a time.
- Description: one or two lines that explain the offer and end with a clear call to action.
- Display URL: the domain shown in the ad, plus optional path text (for example /crm/pricing) that tells people where the click leads.
- Assets: optional extras that Google shows with the ad, such as sitelinks, callouts, a phone number (call asset), a location, prices or a lead form.
Where can you run text ads?
| Platform | Format | Text limits |
|---|---|---|
| Google Ads (Search) | Responsive search ad | 3 to 15 headlines of up to 30 characters; 2 to 4 descriptions of up to 90 characters; path fields up to 15 characters each |
| Microsoft Advertising (Bing) | Responsive search ad | The only search ad type you can create or edit in standard campaigns since February 1, 2023 |
| Text ad | Headline up to 25 characters; description up to 75 characters; 100 x 100 pixel logo |
Limits were checked on October 31, 2026. Platforms change them, so confirm them in the ad editor before you write.
How do responsive search ads work?
Google retired the older expanded text ad format: since June 30, 2022, you can no longer create or edit expanded text ads in standard Search campaigns. Existing ones still serve. Instead, you write a responsive search ad. You supply several headlines and descriptions, and Google combines them to show the version most likely to work for each search. Unlike the old format, one ad can hold up to 15 headlines and 4 descriptions.
What rules apply to Google text ads?
Google's editorial policy does not allow:
- capital letters, punctuation or symbols used in a way they weren't meant for, such as a whole word in capitals or a row of exclamation marks;
- gimmicky or unnecessary repetition of words or phrases;
- phone numbers in the ad text (use a call asset instead);
- missing or extra spaces, or gimmicky spacing;
- ads that don't make clear what product, service or business they promote.
Some products and industries have further restrictions under Google's other ad policies.
Best practices for writing text ads
Google's own advice for responsive search ads includes:
- Say what makes you different. Write many distinct headlines so the system has real options.
- Include prices, promotions or exclusives where they help people decide.
- Use a specific call to action, such as "Book a 20-minute demo", not "Learn more".
- Use your keywords in headlines so the ad matches the search.
- Match the ad to the landing page. If the offer isn't on the page, people leave.
- Test variations and keep what works.
For a B2B product, mix headlines that name the category ("CRM for Small Sales Teams"), state the offer and give the call to action.
Related terms
For more on search advertising, read the benefits of advertising online with Google Ads.
Frequently asked questions
What is a responsive search ad?
It is the standard text ad format in Google Ads and Microsoft Advertising. You enter several headlines and descriptions, and the platform tests combinations to show the one most likely to perform for each search. In Google Ads you can add 3 to 15 headlines of up to 30 characters and 2 to 4 descriptions of up to 90 characters.
Can I still create expanded text ads?
No. Since June 30, 2022, responsive search ads are the only Search ad type you can create or edit in standard Google Ads Search campaigns. Microsoft Advertising made the same change on February 1, 2023. Existing expanded text ads still serve, and you can pause, resume or remove them.
Does LinkedIn still offer text ads?
Yes. LinkedIn lists text ads among its ad formats, with a headline of up to 25 characters, a description of up to 75 characters and an optional 100 by 100 pixel logo.
Can I put a phone number in a Google text ad?
Not in the ad text itself. Google's editorial policy doesn't allow phone numbers in ad text. Add a call asset instead, which shows your number or a call button with the ad.