Callout & structured snippet limits + the full header list

A callout can be at most 25 characters long (12 in double-width languages like Chinese, Japanese and Korean). A structured snippet needs 3 to 10 values under one predefined header, and each value can be 1–25 characters long. There are 13 headers, and the full list in English, German, French and Spanish is below.

Last verified: September 19, 2026.

This page is part of the Google Ads limits reference. To check your own text against these limits, paste it into the free Google Ads character counter.

Callout limits

Source: Google Ads Help — About callout assets and Google Ads API — CalloutAsset ("The length of this string should be between 1 and 25, inclusive").

Spaces and punctuation count. Free Shipping Over $50 is 22 characters, not 18.

How many callouts actually show

Google's own wording: "you can show up to 10 callouts", but the number depends on character spacing, browser and device. On a computer, callouts sit on one line separated by dots. On mobile and tablet they wrap as a paragraph. Google also says the order, the length and the performance of your callouts decide how many appear. So short callouts win twice: more of them fit, and Google recommends Free shipping over We have free shipping for exactly that reason.

One hierarchy rule catches a lot of accounts: callouts at a more granular level block the higher levels. If an ad group has a single callout, the campaign and account callouts stop serving for that ad group. Put business-wide facts (24/7 Phone Support) at the account level, and only add ad-group callouts when you mean to replace them.

Callouts vs sitelinks

Source: Google Ads API — SitelinkAsset. All sitelink details are on the sitelink limits page.

Structured snippet limits

Source: Google Ads API — StructuredSnippetAsset ("The size of this collection should be between 3 and 10, inclusive. The length of each value should be between 1 and 25 characters, inclusive") and Google Ads Help — About structured snippet assets.

Google picks which header, or pair of headers, to show, so add every header that genuinely fits the business rather than one big set. The same hierarchy rule as callouts applies: a snippet at ad group level stops account and campaign snippets from serving in that ad group.

The number one disapproval reason, according to Google, is a header that does not match its values. Values should be examples of the header: "Costa Rica" is a destination, "WiFi" is an amenity. Promotional phrases like Best Prices in Town are not values of any header.

All structured snippet headers

There are 13 headers. The table shows the name Google uses in the header list of its help page in each language. You pick the header in the language of your ad, and it is shown in front of your values.

Sources: About structured snippet assets in English, German, French, Spanish and Spanish (Latin America). Each help page lists the headers in the same order as the English one.

Google's API header reference uses a few different localized names: German Ziele (Destinations) and Dienstleistungen (Service catalog), Spanish Servicios adicionales (Amenities) and Espectáculos (Shows, Spain), and in English the Service catalog header is simply Services. UK and Australian English use Neighbourhoods and Degree programmes. When you create snippets through the API, pass the header exactly as that reference lists it.