What are the length requirements and rules for my Google Adwords copy?

A Google AdWords ad can be an extremely effective strategy for getting targeted, local traffic to your attorney website. But writing the ad itself can be a challenge, especially if you are not familiar with the limitations and requirements set by Google. Here are the current rules for writing a Google AdWords ad:

  • The headline of your ad can be a maximum of 25 characters, including spaces.
  • The first and second description lines of your ad can be a maximum of 35 characters, including spaces.
  • The display URL (the fourth and final line of your ad) may be 35 characters, though long URLs may be shortened using services like TinyURL and bitly.
  • The display URL cannot be replaced with a third line of description.
  • Your second line of description is not allowed to lead in to your URL.
  • Your text cannot appear to be cut off or interrupted.
  • Your website should be relevant to the keywords your ad is based upon.
  • Ads cannot mimic email inbox subject lines.
  • Ads cannot contain a call to action, such as “click here.” 
  • Ads cannot contain excessively bad spelling and grammar.


Do you need assistance with your Google AdWords copy, or do you want to learn how a Google AdWords campaign could help your attorney website? Contact Foster Web Marketing today at 888.886.0939.

Tom Foster
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