Ad copy character counter

Free · no sign-up · runs in your browser

Type your headline, primary text, description and CTA; the tool checks each field against the official Meta, Google Ads, TikTok and LinkedIn limits as you type. Text a platform would reject is marked "over the limit"; text it accepts but may shorten with "… more" is marked "may be cut off". Characters are counted the way you see them: é, ş or 👍🏽 is one character.

0 characters · 0 words · 0 emoji

0 characters · 0 words · 0 emoji

0 characters · 0 words · 0 emoji

0 characters · 0 words · 0 emoji

On Meta, TikTok and LinkedIn the button text is picked from a fixed list; this field is for the CTA written inside the image or video. Platforms publish no separate limit for it: keep it short and name one action.

How to use it

  1. 1

    Type or paste your headline, primary text, description and CTA into their boxes. Leave out any field you don't use.

  2. 2

    Under each box you see the platform limits that apply to that field: green fits, yellow is close, orange may be cut off, red is over the limit.

  3. 3

    If a field may be cut off, move the main message and the benefit into the first sentence; the cut part is what most people never see.

  4. 4

    When the copy is ready, use Copy and paste it into the ads manager.

All character limits

A "limit" is the longest text the platform accepts. A "recommended" length is how much shows without being cut: longer text is accepted but may be shortened with "… more".

PlatformPlacementFieldCharactersSource
MetaFacebook FeedPrimary text50–150 (recommended)Meta Ads Guide: Facebook Feed (image)
MetaFacebook FeedHeadline27 (recommended)Meta Ads Guide: Facebook Feed (image)
MetaInstagram FeedPrimary text125 (recommended)Meta Ads Guide: Instagram Feed (image)
MetaInstagram FeedHeadline40 (recommended)Meta Ads Guide: Instagram Feed (image)
MetaInstagram StoriesPrimary text125 (recommended)Meta Ads Guide: Instagram Stories (image)
MetaInstagram ReelsPrimary text44 (recommended)Meta Ads Guide: Instagram Reels (video)
Google AdsResponsive search adHeadline30 (limit)Up to 15 headlinesGoogle Ads Help: About responsive search ads
Google AdsResponsive search adDescription90 (limit)Up to 4 descriptionsGoogle Ads Help: About responsive search ads
Google AdsResponsive search adURL path15 (limit)Each of the 2 display URL path fieldsGoogle Ads Help: About responsive search ads
Google AdsResponsive display ad (short headline)Headline30 (limit)Google Ads Help: Create a responsive display ad
Google AdsResponsive display ad (long headline)Headline90 (limit)Google Ads Help: Create a responsive display ad
TikTokAd caption (TopView, Spark Ads Push)Primary text100 (limit)Emoji count as 2 characters; at most 4 lines show in the feedTikTok Ads Help: TopView ad specifications
TikTokAccount nameAccount name20 (limit)10 in Chinese, Japanese, KoreanTikTok Ads Help: Auction In-Feed Ads specifications
LinkedInSingle image ad (introductory text)Primary text150 (recommended)max 3000LinkedIn Marketing Solutions Help: Single image ads specifications
LinkedInSingle image adHeadline70 (recommended)max 200LinkedIn Marketing Solutions Help: Single image ads specifications
LinkedInSingle image adDescription100 (recommended)max 300LinkedIn Marketing Solutions Help: Single image ads specifications

Numbers are taken from the platforms' official help pages (last checked: October 7, 2026). Platforms can change these pages; confirm with the source link before you launch.

How are characters counted?

The tool counts characters as they appear on screen (as graphemes). Accented letters (é, ü, ş) are always 1 character, even when typed as a letter plus a separate accent mark. Emoji made of several parts, such as 👍🏽 with a skin tone, a flag 🇹🇷 or a family 👨‍👩‍👧, also count as one.

Google Ads counts each character in double-width languages such as Chinese, Japanese and Korean as 2; TikTok also counts emoji as 2. The tool applies these rules on that platform's row.

A platform's own counter may differ slightly on some special characters; if you are right at the edge of a limit, use the counter in the ads manager as the final check.

Frequently asked questions

How many characters should a Meta ad headline be?

Meta recommends a 27-character headline for Facebook Feed ads and 40 characters for Instagram Feed. For primary text it recommends 50–150 characters on Facebook Feed, 125 on Instagram Feed and Stories, and 44 on Instagram Reels. These are recommendations, not limits: longer text is accepted but may be cut off.

What are the Google Ads headline and description limits?

In responsive search ads each headline can be up to 30 characters and each description up to 90; each of the two display URL path fields is up to 15. An ad can have up to 15 headlines and 4 descriptions. Chinese, Japanese and Korean characters count as 2.

How are emoji and accented letters counted?

In this tool an accented letter and a single emoji (skin-tone and flag emoji included) count as 1 character, because readers see them as one. TikTok counts emoji as 2, so the TikTok row counts them as 2.

How long can TikTok ad text be?

According to TikTok's TopView specifications page, ad text for Spark Ads Push and non-Spark ads can be up to 100 characters; emoji and Chinese, Japanese and Korean characters count as 2, and punctuation counts too. In-feed ads show at most 4 lines.

Is the text I type saved anywhere?

No. The counter runs entirely in your browser; your text is not sent to a server or stored. It is gone when you close the page.

Related posts and tools

Let the team make the whole ad

In Morpho you enter your brand's website; the Copywriter writes the headline, sub-line and CTA, the Art Director designs the ad with the brand's real logo and product photos, and they revise it until the Critic approves. Static ads come in 4:5, 1:1 and 9:16; videos in 9:16, 4:5, 1:1 and 16:9.

Try MorphoHow it works