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platform-specs.md

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1# Platform Specs Reference
2
3Complete character limits, format requirements, and best practices for each ad platform.
4
5---
6

Platform Specs Reference

Complete character limits, format requirements, and best practices for each ad platform.

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7## Google Ads
8

Google Ads

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9### Responsive Search Ads (RSAs)
11| Element | Character Limit | Required | Notes |
12|---------|----------------|----------|-------|
13| Headline | 30 chars | 3 minimum, 15 max | Any 3 may be shown together |
14| Description | 90 chars | 2 minimum, 4 max | Any 2 may be shown together |
15| Display path 1 | 15 chars | Optional | Appears after domain in URL |
16| Display path 2 | 15 chars | Optional | Appears after path 1 |
17| Final URL | No limit | Required | Landing page URL |
19**Combination rules:**
20- Google selects up to 3 headlines and 2 descriptions to show
21- Headlines appear separated by " | " or stacked
22- Any headline can appear in any position unless pinned
23- Pinning reduces Google's ability to optimize — use sparingly
25**Pinning strategy:**
26- Pin your brand name to position 1 if brand guidelines require it
27- Pin your strongest CTA to position 2 or 3
28- Leave most headlines unpinned for machine learning
30**Headline mix recommendation (15 headlines):**
31- 3-4 keyword-focused (match search intent)
32- 3-4 benefit-focused (what they get)
33- 2-3 social proof (numbers, awards, customers)
34- 2-3 CTA-focused (action to take)
35- 1-2 differentiators (why you over competitors)
36- 1 brand name headline
38**Description mix recommendation (4 descriptions):**
39- 1 benefit + proof point
40- 1 feature + outcome
41- 1 social proof + CTA
42- 1 urgency/offer + CTA (if applicable)

Responsive Search Ads (RSAs)

ElementCharacter LimitRequiredNotes
Headline30 chars3 minimum, 15 maxAny 3 may be shown together
Description90 chars2 minimum, 4 maxAny 2 may be shown together
Display path 115 charsOptionalAppears after domain in URL
Display path 215 charsOptionalAppears after path 1
Final URLNo limitRequiredLanding page URL

Combination rules:

  • Google selects up to 3 headlines and 2 descriptions to show
  • Headlines appear separated by " | " or stacked
  • Any headline can appear in any position unless pinned
  • Pinning reduces Google's ability to optimize — use sparingly

Pinning strategy:

  • Pin your brand name to position 1 if brand guidelines require it
  • Pin your strongest CTA to position 2 or 3
  • Leave most headlines unpinned for machine learning

Headline mix recommendation (15 headlines):

  • 3-4 keyword-focused (match search intent)
  • 3-4 benefit-focused (what they get)
  • 2-3 social proof (numbers, awards, customers)
  • 2-3 CTA-focused (action to take)
  • 1-2 differentiators (why you over competitors)
  • 1 brand name headline

Description mix recommendation (4 descriptions):

  • 1 benefit + proof point
  • 1 feature + outcome
  • 1 social proof + CTA
  • 1 urgency/offer + CTA (if applicable)
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44### Performance Max
46| Element | Character Limit | Notes |
47|---------|----------------|-------|
48| Headline | 30 chars (5 required) | Short headlines for various placements |
49| Long headline | 90 chars (5 required) | Used in display, video, discover |
50| Description | 90 chars (1 required, 5 max) | Accompany various ad formats |
51| Business name | 25 chars | Required |

Performance Max

ElementCharacter LimitNotes
Headline30 chars (5 required)Short headlines for various placements
Long headline90 chars (5 required)Used in display, video, discover
Description90 chars (1 required, 5 max)Accompany various ad formats
Business name25 charsRequired
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53### Display Ads
55| Element | Character Limit |
56|---------|----------------|
57| Headline | 30 chars |
58| Long headline | 90 chars |
59| Description | 90 chars |
60| Business name | 25 chars |
62---

Display Ads

ElementCharacter Limit
Headline30 chars
Long headline90 chars
Description90 chars
Business name25 chars
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64## Meta Ads (Facebook & Instagram)

Meta Ads (Facebook & Instagram)

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66### Single Image / Video / Carousel
68| Element | Recommended | Maximum | Notes |
69|---------|-------------|---------|-------|
70| Primary text | 125 chars | 2,200 chars | Text above image; truncated after ~125 |
71| Headline | 40 chars | 255 chars | Below image; truncated after ~40 |
72| Description | 30 chars | 255 chars | Below headline; may not show |
73| URL display link | 40 chars | N/A | Optional custom display URL |
75**Placement-specific notes:**
76- **Feed**: All elements show; primary text most visible
77- **Stories/Reels**: Primary text overlaid; keep under 72 chars
78- **Right column**: Only headline visible; skip description
79- **Audience Network**: Varies by publisher
81**Best practices:**
82- Front-load the hook in primary text (first 125 chars)
83- Use line breaks for readability in longer primary text
84- Emojis: test, but don't overuse — 1-2 per ad max
85- Questions in primary text increase engagement
86- Headline should be a clear CTA or value statement

Single Image / Video / Carousel

ElementRecommendedMaximumNotes
Primary text125 chars2,200 charsText above image; truncated after ~125
Headline40 chars255 charsBelow image; truncated after ~40
Description30 chars255 charsBelow headline; may not show
URL display link40 charsN/AOptional custom display URL

Placement-specific notes:

  • Feed: All elements show; primary text most visible
  • Stories/Reels: Primary text overlaid; keep under 72 chars
  • Right column: Only headline visible; skip description
  • Audience Network: Varies by publisher

Best practices:

  • Front-load the hook in primary text (first 125 chars)
  • Use line breaks for readability in longer primary text
  • Emojis: test, but don't overuse — 1-2 per ad max
  • Questions in primary text increase engagement
  • Headline should be a clear CTA or value statement
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88### Lead Ads (Instant Form)
90| Element | Limit |
91|---------|-------|
92| Greeting headline | 60 chars |
93| Greeting description | 360 chars |
94| Privacy policy text | 200 chars |
96---

Lead Ads (Instant Form)

ElementLimit
Greeting headline60 chars
Greeting description360 chars
Privacy policy text200 chars
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98## LinkedIn Ads

LinkedIn Ads

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100### Single Image Ad
102| Element | Recommended | Maximum | Notes |
103|---------|-------------|---------|-------|
104| Intro text | 150 chars | 600 chars | Above the image; truncated after ~150 |
105| Headline | 70 chars | 200 chars | Below the image |
106| Description | 100 chars | 300 chars | Only shows on Audience Network |

Single Image Ad

ElementRecommendedMaximumNotes
Intro text150 chars600 charsAbove the image; truncated after ~150
Headline70 chars200 charsBelow the image
Description100 chars300 charsOnly shows on Audience Network
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108### Carousel Ad
110| Element | Limit |
111|---------|-------|
112| Intro text | 255 chars |
113| Card headline | 45 chars |
114| Card count | 2-10 cards |

Carousel Ad

ElementLimit
Intro text255 chars
Card headline45 chars
Card count2-10 cards
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116### Message Ad (InMail)
118| Element | Limit |
119|---------|-------|
120| Subject line | 60 chars |
121| Message body | 1,500 chars |
122| CTA button | 20 chars |

Message Ad (InMail)

ElementLimit
Subject line60 chars
Message body1,500 chars
CTA button20 chars
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124### Text Ad
126| Element | Limit |
127|---------|-------|
128| Headline | 25 chars |
129| Description | 75 chars |
131**LinkedIn-specific guidelines:**
132- Professional tone, but not boring
133- Use job-specific language the audience recognizes
134- Statistics and data points perform well
135- Avoid consumer-style hype ("Amazing!" "Incredible!")
136- First-person testimonials from peers resonate
138---

Text Ad

ElementLimit
Headline25 chars
Description75 chars

LinkedIn-specific guidelines:

  • Professional tone, but not boring
  • Use job-specific language the audience recognizes
  • Statistics and data points perform well
  • Avoid consumer-style hype ("Amazing!" "Incredible!")
  • First-person testimonials from peers resonate
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140## TikTok Ads

TikTok Ads

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142### In-Feed Ads
144| Element | Recommended | Maximum | Notes |
145|---------|-------------|---------|-------|
146| Ad text | 80 chars | 100 chars | Above the video |
147| Display name | N/A | 40 chars | Brand name |
148| CTA button | Platform options | Predefined | Select from TikTok's options |

In-Feed Ads

ElementRecommendedMaximumNotes
Ad text80 chars100 charsAbove the video
Display nameN/A40 charsBrand name
CTA buttonPlatform optionsPredefinedSelect from TikTok's options
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150### Spark Ads (Boosted Organic)
152| Element | Notes |
153|---------|-------|
154| Caption | Uses original post caption |
155| CTA button | Added by advertiser |
156| Display name | Original creator's handle |
158**TikTok-specific guidelines:**
159- Native content outperforms polished ads
160- First 2 seconds determine if they watch
161- Use trending sounds and formats
162- Text overlay is essential (most watch with sound off)
163- Vertical video only (9:16)
165---

Spark Ads (Boosted Organic)

ElementNotes
CaptionUses original post caption
CTA buttonAdded by advertiser
Display nameOriginal creator's handle

TikTok-specific guidelines:

  • Native content outperforms polished ads
  • First 2 seconds determine if they watch
  • Use trending sounds and formats
  • Text overlay is essential (most watch with sound off)
  • Vertical video only (9:16)
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167## Twitter/X Ads

Twitter/X Ads

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169### Promoted Tweets
171| Element | Limit | Notes |
172|---------|-------|-------|
173| Tweet text | 280 chars | Full tweet with image/video |
174| Card headline | 70 chars | Website card |
175| Card description | 200 chars | Website card |

Promoted Tweets

ElementLimitNotes
Tweet text280 charsFull tweet with image/video
Card headline70 charsWebsite card
Card description200 charsWebsite card
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177### Website Cards
179| Element | Limit |
180|---------|-------|
181| Headline | 70 chars |
182| Description | 200 chars |
184**Twitter/X-specific guidelines:**
185- Conversational, casual tone
186- Short sentences work best
187- One clear message per tweet
188- Hashtags: 1-2 max (0 is often better for ads)
189- Threads can work for consideration-stage content
191---

Website Cards

ElementLimit
Headline70 chars
Description200 chars

Twitter/X-specific guidelines:

  • Conversational, casual tone
  • Short sentences work best
  • One clear message per tweet
  • Hashtags: 1-2 max (0 is often better for ads)
  • Threads can work for consideration-stage content
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193## Character Counting Tips
195- **Spaces count** as characters on all platforms
196- **Emojis** count as 1-2 characters depending on platform
197- **Special characters** (|, &, etc.) count as 1 character
198- **URLs** in body text count against limits
199- **Dynamic keyword insertion** (`{KeyWord:default}`) can exceed limits — set safe defaults
200- Always verify in the platform's ad preview before launching
202---

Character Counting Tips

  • Spaces count as characters on all platforms
  • Emojis count as 1-2 characters depending on platform
  • Special characters (|, &, etc.) count as 1 character
  • URLs in body text count against limits
  • Dynamic keyword insertion ({KeyWord:default}) can exceed limits — set safe defaults
  • Always verify in the platform's ad preview before launching
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204## Multi-Platform Creative Adaptation
206When creating for multiple platforms simultaneously, start with the most restrictive format:
2081. **Google Search headlines** (30 chars) — forces the tightest messaging
2092. **Expand to Meta headlines** (40 chars) — add a word or two
2103. **Expand to LinkedIn intro text** (150 chars) — add context and proof
2114. **Expand to Meta primary text** (125+ chars) — full hook and value prop
213This cascading approach ensures your core message works everywhere, then gets enriched for platforms that allow more space.

Multi-Platform Creative Adaptation

When creating for multiple platforms simultaneously, start with the most restrictive format:

  1. Google Search headlines (30 chars) — forces the tightest messaging
  2. Expand to Meta headlines (40 chars) — add a word or two
  3. Expand to LinkedIn intro text (150 chars) — add context and proof
  4. Expand to Meta primary text (125+ chars) — full hook and value prop

This cascading approach ensures your core message works everywhere, then gets enriched for platforms that allow more space.

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