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Expanded Text Ads: Make Your Ads Look Their Best

With the introduction of expanded text ads, we wanted to share more insight into why your headlines might truncate and how you can ensure your ads look their very best.


Google sometimes truncates headlines when serving text ads for certain devices in order to optimize the search experience for users. However, we understand this may not be the preferred experience for some advertisers because information in your text ads may not show.


The ad preview you see when creating an expanded text ad in AdWords provides a visual of what will likely show in search results. If your headline doesn’t truncate in the preview, it generally won’t truncate when served.


Advertisers who must adhere to strict legal or regulatory ad requirements should consider creating headlines with 33 characters or less to ensure all of their ad text shows -- even on the smallest devices. These advertisers should also take into consideration the size (and language) of these characters. For example, an ‘M’ takes up more space than an ‘i.’

To fully take advantage of expanded text ads, we recommend utilizing all of the characters allowed by this new format. You can learn more by reading our new best practices guide for creating effective expanded text ads.






PPCBossman Top Contributor
July 2016

Thanks Cassie! Smiley Happy

Will L
July 2016

Cassie, are you suggesting limiting total headline characters to 33 or less? I thought each headline had a limit of 30 characters.

CassieH Community Manager
July 2016

@Will L The headline limit for the headlines is indeed 30 characters each, and we recommend taking advantage of those additional characters. However, as outlined in the article above, advertisers who must adhere to strict legal or regulatory ad requirements should consider creating headlines with 33 characters or less to ensure all of their ad text shows.

László V
July 2016

I can't beleive that the 2 headline should be 33 character long, since this way the second headline could be only 3 character long.

30+28 (58) character works OK, it displayed without trunkating.




Dhinesh N
August 2016

I can't able to add ETA in Call only ads. When ETA for Call only ads will release?


CassieH Community Manager
August 2016

@Dhinesh N We don't have any information on moving other ad types to expanded text ad format right now, but you can stay posted here for any updates!

August 2016

If a <60 char Headline ad displays in preview as non-truncated, will it always show non-truncated or can it go between truncated and non-truncated? 

The reason I ask, is because if one ad can go between those two for the same query depending on external factors, then this is literally changing the make-up of the ad. Changing the make-up of the ad makes true ad testing very difficult (if it randomly cuts off important words in one showing, and not in another with truncation).

Curious to get insight on that, thanks!

Linh D
August 2016

As I test with my accounts, seems that as long as total characters of both headlines are below 53, the headlines will not be truncated, at least in the Ad Preview. Please help to advise if that is the case. 


Thank you.



August 2016

Hi there!


A little concerned! Even for advertisers without strict legal requirements, what about the CTA in headline 2, or unique selling prop, which will be cut off after 33 characters?


The example you sent below shows a screenshot that, if what you’re saying is to happen, and not including the mandatory spaces and '-', could cut off after ‘Free’. ‘Shop Guitars at Guitar Center – Free’? A bit of an issue!


Any help on this?

CassieH Community Manager
August 2016

@PPCKirk Sorry for the delay on this! We're still working with our product team on this to get you an accurate answer. We've been sharing all of the concerns with them on the issue of truncation.