Business name, display path, price, promotion & PMax text limits

Promotion assets

Google's current Help and API pages do not publish character limits for promotion asset fields. Third-party guides commonly cite 20 characters for the item ("Enter the name of the product or service you're offering") and 15 for the promo code; the form in Google Ads enforces its own counter, so check it there. What Google does document:

• Promotion type: a monetary or percentage discount, optionally with an "Up to" modifier.
• Promotional details: either a promo code or a minimum order amount ("orders over"), not both.
• Promo code field: must contain only a code. Product descriptions, phone numbers or promotional statements in this field are disapproved.
• Occasion (optional): its name appears in the ad, and the promotion can only run inside the occasion's date window.
• Six-month rule: occasion-specific promotion assets must be created or edited within 6 months of their start date, otherwise they stop serving.
• Levels: account, campaign or ad group. Occasion assets are preferred over non-occasion ones at the same level.

Sample occasion windows from Google's list:

Source: Google Ads Help — About promotion assets, Advertising Policies Help — Promotion asset requirements, Google Ads API — PromotionAsset.

Performance Max & Demand Gen text assets

Sources: Google Ads Help — Performance Max specs and format requirements, Google Ads API — Performance Max asset requirements, Google Ads Help — Demand Gen specs and format requirements.

The 60-character description. The PMax specs table and the API only enforce 90 characters for descriptions. Google's PMax setup guide, however, asks for one short description of up to 60 characters plus up to 4 long descriptions of up to 90 (Google Ads Help — Set up your asset group and assets). Write one description that works at 60 or fewer, for example Licensed plumbers. Same-day service, upfront prices. (52).

A long headline example: Same-day drain cleaning and water heater repair from licensed local plumbers (76).

For image, logo and video specs, use Google's own spec pages linked above; they change too often to copy.

Call & location assets: requirements that trip people up

Neither asset has a text field with a character limit worth tracking. The disapprovals come from these rules:

• Phone format. Ads are disapproved for "Unverified Phone Number" if the number is not in strict E.164 format, for example +12345678900 with no spaces.
• Number on the website. That exact formatted number must be visible in your website's source code, or your domain must be verified in Google Search Console.
• Ineligible numbers. Vanity, premium and fax numbers are not accepted, and numbers are verified to confirm they belong to the advertised business.
• One location type per account. You pick either your own locations (Google Business Profile, chain stores or Google Maps) or affiliate locations for retailers that sell your products, not both.
• Location data is not edited in Google Ads. It comes from Google Maps and Google Business Profile, so wrong addresses or hours are fixed there.

Source: Google Ads Help — About call assets, Google Ads Help — About location assets.

Keep asset copy per client in one template

Across a manager account with dozens of clients, these assets drift: one account uses the verified business name, another an old one, price items still list last year's prices, and a Black Friday promotion is still sitting in an account where no one touched it for six months. AdsCockpit Templates let you build a campaign once as a template and launch it for every client, so the asset copy you checked against these limits lives in one place instead of being retyped account by account. If you also want a watch on what's live, Monitoring runs rules across every account in your MCC.

FAQ

What is the Google Ads business name character limit?

25 characters, spaces included. The name must exactly match your domain name or the legal name you verified through Advertiser Verification, and it cannot contain promotional text.

What can I do if my legal business name is longer than 25 characters?

Use your domain name as the business name if it fits within 25 characters (for example acmesolutions.com as Acme Solutions). If you own an active trademark for a shorter name, Google's policy lets you pursue Brand Verification for that name.

How many characters are allowed in the display URL path?

Two path fields of up to 15 characters each. Path 2 can only be set when Path 1 is set, and Google does not guarantee the paths will show.

What are the price asset character limits?

Each price item has a header of up to 25 characters and a description of up to 25 characters. A price asset needs at least 3 items and can hold up to 8.

What is the Performance Max long headline limit?

90 characters, with 1 to 5 long headlines per asset group. Regular PMax headlines are 30 characters (3 to 15, at least one of 15 characters or fewer) and descriptions are 90 characters (2 to 5).