1# Platform Specs Reference
2 
3Complete character limits, format requirements, and best practices for each ad platform.
4 
5---
6 
7## Google Ads
8 
9### Responsive Search Ads (RSAs)
10 
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 |
18 
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
24 
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
29 
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
37 
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)
43 
44### Performance Max
45 
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 |
52 
53### Display Ads
54 
55| Element | Character Limit |
56|---------|----------------|
57| Headline | 30 chars |
58| Long headline | 90 chars |
59| Description | 90 chars |
60| Business name | 25 chars |
61 
62---
63 
64## Meta Ads (Facebook & Instagram)
65 
66### Single Image / Video / Carousel
67 
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 |
74 
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
80 
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
87 
88### Lead Ads (Instant Form)
89 
90| Element | Limit |
91|---------|-------|
92| Greeting headline | 60 chars |
93| Greeting description | 360 chars |
94| Privacy policy text | 200 chars |
95 
96---
97 
98## LinkedIn Ads
99 
100### Single Image Ad
101 
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 |
107 
108### Carousel Ad
109 
110| Element | Limit |
111|---------|-------|
112| Intro text | 255 chars |
113| Card headline | 45 chars |
114| Card count | 2-10 cards |
115 
116### Message Ad (InMail)
117 
118| Element | Limit |
119|---------|-------|
120| Subject line | 60 chars |
121| Message body | 1,500 chars |
122| CTA button | 20 chars |
123 
124### Text Ad
125 
126| Element | Limit |
127|---------|-------|
128| Headline | 25 chars |
129| Description | 75 chars |
130 
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
137 
138---
139 
140## TikTok Ads
141 
142### In-Feed Ads
143 
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 |
149 
150### Spark Ads (Boosted Organic)
151 
152| Element | Notes |
153|---------|-------|
154| Caption | Uses original post caption |
155| CTA button | Added by advertiser |
156| Display name | Original creator's handle |
157 
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)
164 
165---
166 
167## Twitter/X Ads
168 
169### Promoted Tweets
170 
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 |
176 
177### Website Cards
178 
179| Element | Limit |
180|---------|-------|
181| Headline | 70 chars |
182| Description | 200 chars |
183 
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
190 
191---
192 
193## Character Counting Tips
194 
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
201 
202---
203 
204## Multi-Platform Creative Adaptation
205 
206When creating for multiple platforms simultaneously, start with the most restrictive format:
207 
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
212 
213This cascading approach ensures your core message works everywhere, then gets enriched for platforms that allow more space.
214