I need Google Ads headlines that fit in 30 characters and don't all say the same thing.

The limits, as Google Ads Help gives them

Google's help page on responsive search ads, read on 10 October 2026, sets these numbers. Headlines can be up to 30 characters each, and an ad needs at least 3 and takes up to 15. Descriptions can be up to 90 characters, with at least 2 and up to 4. The two display path fields take up to 15 characters each. In a double-width language such as Korean, Japanese or Chinese, every character counts as 2.

Not everything you write shows at once. The same page says an ad can show up to 3 headlines in the headline position, that the text in Headline 1 and Description 1 usually appears, and that the second and third headlines and the second description show only when they're predicted to perform best or there's room. Google mixes and matches the rest, so any headline can land next to any other.

With Platform on Google Search ad, HidenGPT writes the whole set: 15 headlines, 4 descriptions and 2 display paths. These limits are hard ones, so a line over its limit is dropped, not just flagged. If fewer than 9 headlines, 3 descriptions or 2 paths survive, the draft gets a repair pass. Every line that stays shows its count, such as (23/30).

Fifteen headlines from five angles, with counts

Fifteen headlines are easier to write as five groups of three, each group answering a different question a searcher has in mind. Here is the set for the bike shop in the example request, with the character count after each line.

What you do, with the keyword: “Bike Repair in Portland” (23), “Portland Bike Tune-Ups” (22), “E-Bike Repairs Welcome” (22).

What it costs: “Tune-Ups From $85” (17), “Quote Before Any Work” (21), “$10 Pickup by Cargo Bike” (24).

How fast: “Most Repairs Done in 48 Hours” (29), “Flats Fixed While You Wait” (26), “Back on the Road This Week” (26).

Why it's easy: “Open 7 Days a Week” (18), “No Car Needed to Drop It Off” (28), “We Collect Within 3 Miles” (25).

What to do next: “Book a Tune-Up Online” (21), “Call the Shop Today” (19), “Tell Us What's Squeaking” (24).

The lengths run from 17 to 29 characters on purpose, since Google's best-practice page suggests headlines of varying lengths. Its responsive search ad page adds two habits worth keeping: write the first 3 headlines as if they will appear together, and put at least one of your keywords in your headlines. The Google setting uses your keyword in at least 2.

One line from the first draft didn't make it: “We Collect Your Bike by Cargo Bike” is 34 characters, so the format dropped it, and “We Collect Within 3 Miles” (25) says the useful part.

Descriptions, display paths and pinning

Descriptions finish what the headlines start. Description 1 is the one Google says usually appears, so give it the main fact and the next step: “Tune-ups from $85 and most repairs back in 48 hours. Book online or call the shop.” That is 82 characters. The other three can each carry one more reason: “We collect your bike by cargo bike within 3 miles of the shop for $10. E-bikes welcome.” (87), “Two mechanics, open seven days a week. Flats fixed while you wait.” (66) and “Brakes, gears, wheels and e-bikes. Tell us what's wrong and we'll quote first.” (78). Ninety characters holds about two short sentences; when a third creeps in, one of them is usually padding.

Display paths are the two short words shown after your domain, here repairs and tune-ups. Pick words that tell the searcher where the click lands.

Pinning fixes a headline or description to one position. Google's help page says pinning isn't recommended for most advertisers and can affect Ad Strength, because it narrows the combinations Google can try. If a line must appear every time, such as a license number your trade requires, pin it to Headline 1 or Headline 2, where pinned text always shows, and give that slot 2 or 3 alternatives, as the same page suggests. A keyword longer than 30 characters belongs in a description, which is Google's own tip.

What to cut from a responsive search ad

Read the set once for each of these:

1. Headlines that only work in first place. “Welcome to Our Shop” means nothing beside a random second headline, and every headline has to stand alone. 2. One idea three ways. “Fast Bike Repair”, “Quick Bike Repairs” and “Speedy Bike Fixes” are one headline taking three slots. Google's editorial policy also lists unnecessary repetition of words or phrases, within one asset or across assets in the same ad group, among the things it doesn't allow. Swap two of them for a price and a place. 3. Words that could sell anything. “Quality Service You Can Trust” uses 29 characters and holds no fact. 4. Stuffed keywords. “Bike Repair Portland Bike Shop” fits in 30 characters and reads like a search box. Use the keyword once, in plain English. 5. Shouting. Google's editorial policies reject gimmicky capitals and repeated punctuation and treat emoji as unsupported characters. The Google setting is told to keep exclamation marks out of headlines and to avoid words in all caps. 6. Claims the landing page doesn't back up, such as “best”, a star rating or a price that has since changed.

When you cut a headline, replace it with a new fact, not a rewording. Google asks for as many unique headlines as you can write, and unique is the word doing the work.