Digital Ads Copy: All Sizes and Configurations
Creating the text for digital ads comes with a series of recommendations and best practices. Some of these practices are even mandatory.
The issue is that many people end up forgetting these platform guidelines until the moment they actually need to create the ad.
And then, there you are, rushing to get your ad up and running, and you end up having to search through Google and Meta’s help sections to remember the text size requirements.
This would be annoying if it weren’t so common. In a marketing professional’s routine, this is just another Monday.
But we can help you, no matter the day of the week! In this article, I’ve gathered all the recommended text sizes for digital ads, including some diagrams showing where your text will appear and what it needs to contain.
Oh, and we also have a free and absolutely useful tool to help you create your digital ad texts! More on that below:
What Are the Text Sizes for Digital Ads?
I think it’s good for us to start the article by going straight to the point about the text sizes for digital ads because that’s the information you came here for, right?
Well, the difference between ad types is based on character limits, so at first glance, they might seem very small.
But that’s because, when it comes to ad text sizes, a single character makes a huge difference.
For example, the difference between 40 characters and 80 characters is tiny. It’s the difference between the phrase “here are 40 characters as an example, okay?” and “I brought here an example of 80 characters now so we can talk more about them.”
But for ads, this difference is huge, mainly because the ad design is quite limiting.
Many people struggle to create these texts for Paid Media, whether it’s Google Ads or various Social Ads.
To solve this problem, we created our Character Counter for Marketing. You select your ad platform and create the text according to its specific limits.
It’s simple, free, and you can start using it now by clicking this link. Now, let’s explore the text sizes and ad formats.
Facebook Ads
Facebook Ads, part of Meta’s ad suite, is a great example for us to dive deeper into the maximum and recommended text sizes.
For example, let’s look at the text sizes for ads with regular posts (without carousel or video), and we’ll discuss that a bit more:
Notice how the maximum size on smartphones is 550 characters, and the recommended size is 80 characters. What’s the difference between the two?
Simple: a visual difference. What Facebook is telling you is that if you exceed the recommended size for your ads, the text will get cut off, and users will have to click the “See more” tab to read the rest.
In some cases, that’s okay! But this can impact your conversion rates.
Now, let’s look at the dimensions for Facebook Carousel ads:
Here, there’s no change in the text. The only difference is in the image dimensions. For carousels, only square images (1080×1080) are allowed.
For single post ads, you can also use rectangular images with a resolution of 1080×1350, if you prefer.
Simple, right? So, let’s quickly recap. The text sizes for Facebook ads are:
- Single post ad in the feed for smartphones: max 550, recommended 80
- Single post ad in the feed for desktop: max 750, recommended 125
- Carousel ad for smartphones: max 550, recommended 80
- Carousel ad for desktop: max 750, recommended 125
Instagram Ads
Instagram Ads is also part of Meta Ads suite. Its case is very similar to Facebook’s: you need to keep an eye on both the maximum and recommended text sizes to avoid having your text cut off.
The differences with Facebook are quite significant. Instagram, being quite simple with its ads, has the same text limit for both smartphone and desktop.
Here’s the text limit for Instagram digital ads with a single image:
The primary text is what we understand as the caption of an organic post, following the same text limitations.
Another difference from Facebook Ads is in the design. Instagram limits the resolution to 1080×1080 but allows different aspect ratios: 16:9 or 9:16 (selfie format).
For carousel ads, the digital ad text limitations are the same:
And the last ad format, although it doesn’t include text, is stories.
I’ve included a design example for you to check, as it changes quite a bit:
Let’s look at the text limits for Instagram digital ads:
- Single post in the feed for smartphones: max 2200, recommended 125
- Single post in the feed for desktops: max 2200, recommended 125
- Carousel post for smartphones: max 2200, recommended 125
- Carousel post for desktop: max 2200, recommended 125
A bit more About Story Dimensions on Instagram
A great idea to ensure the size of stories is always thinking in terms of pixels.
The size of stories should always be 1920×1080, known as Full HD.
Although 9:16 can be achieved with a smaller resolution (e.g., 1280×720, or HD), Instagram’s algorithm tends to “adjust” the image if you choose not to use 1080p.
This is something LinkedIn also does, but with file size. For stories, Instagram may zoom in your ad drastically, misaligning everything and even hiding CTAs.
It’s important to always leave some margin for stories. Don’t place important information too close to the edges to avoid cuts.
One of the cuts that often happens is with CTAs at the top and bottom of stories, mainly because of automatic information in Instagram, such as the profile photo, caption, and comment preview.
So, always focus your most important information, including the CTA, in the center of the ad, and avoid using the top and bottom edges.
The best approach for story dimensions is to avoid using the 150 pixels between the margin and the image.
That way, you ensure all your information will be clearly visible on any smartphone, tablet, or computer.
LinkedIn Ads
LinkedIn Ads follows a similar pattern, but with some basic differences in character counting.
In fact, the reason these ads have similar text size limits is due to their design.
Since all ads on different platforms have similar settings, it’s natural that the text sizes will also be similar.
But everything will change in the next section when we talk about Google Ads.
But for now, let’s look at the text limit for LinkedIn digital ads for simple posts with a single image (or a single video):
Let’s now take a look at the Carousel format:
As we saw, the text limit hardly changed. But the image resolution did: here, instead of just 1080×1080 images from other networks, you can also use 1200×627 images.
Be careful with the maximum image size! LinkedIn is notorious for compressing images that approach the 30MB limit, making them almost unreadable.
Let’s also look at the text limits for video posts now:
As you saw, all LinkedIn Ads text sizes are the same. Here’s the quick summary:
- Regular post in the feed for smartphones: max 700, recommended 85
- Regular post in the feed for desktops: max 700, recommended 255
- Carousel post for smartphones: max 700, recommended 255
- Carousel post for desktop: max 700, recommended 255
- Video post for smartphones: max 700, recommended 255
- Video post for desktop: max 700, recommended 255
Google Ads
In this list, the most different ad formats you’ll encounter are those from Google Ads.
This is because, of course, the difference between social media ads and Google Ads is quite large. These are completely different platforms with completely distinct limits as well.
Google Ads requires text for all of its Search Network ads. Display Network ads do not require text because they are entirely visual.
Shall we dive into the formats and text sizes? I’ll leave the transcriptions right below the images, instead of at the end of the item, so it doesn’t get too cluttered.
First, the basic ads. Take a look:
- URL for smartphones: maximum 45, recommended 30;
- URL for desktop: maximum 45, recommended 30;
- Path for smartphones and desktop: maximum 15;
- Headlines for smartphones and desktop: maximum 30 each, up to 3 headlines;
- Descriptions for smartphones and desktop: maximum 90 each, up to 3 descriptions.
But the Search Network ad has a few more elements that are worth analyzing together.
What we just saw is the most basic model. It’s also possible to set up ads with sitelinks, small supplementary links that appear below the ad. Take a look:
- Sitelink Title: maximum of 25 characters on both smartphone and desktop, maximum of 2 sitelinks;
- Sitelink Description: no maximum limit on smartphone, maximum of 30 characters on desktop.
These two types of ads also allow the setup of callouts, small supplementary texts at the bottom of the ad.
These callouts have variable text limits depending on their number. The limit is 4 callouts and 80 characters divided among the four.
10 B2B Ad Examples for You to Get Inspired
Well, these are the most relevant digital ad text limits for most paid media strategies.
But while it’s important to know how to write so your ad doesn’t lose information, it’s also interesting to think about what information that is, right?
Well, that’s what we’re going to talk about now in the next topics and items. The limit for ad text is an operational piece of information, which needs to be properly adjusted so it doesn’t hinder conversions (save this article to your favorites 😅), but what truly brings conversions is design + copy.
I’ve gathered 10 examples of ads from our compilation of the 100 best B2B ads.
By the way, you can access this material now, for free, in two versions: the ad library and the commented e-book. Just click on the banner below 😉
Let’s dive into what we love?
HubSpot
HubSpot has a super interesting habit that isn’t commonly found in most brands that advertise: economy in copy.
Especially here in Brazil. You’ve certainly come across ads that are so lengthy, the reading itself discourages conversion.
To be honest, I’ve encountered ads like that myself. Mid-reading, you almost forget you even needed the product 😅
In this case, and many others, HubSpot gives a masterclass on conciseness, using the image to explain its product and make the offer more appealing.
An image is worth more than the 750-character maximum limit of Facebook. Using just 40 of them, HubSpot delivered everything needed to illustrate its main point: use our CRM, designed to keep up with the technological advancements in the way we sell.
Domo, Inc.
As you’ll see in the next examples, conciseness in digital ad text is the rule for most large companies.
Talking too much, as we were discussing, leads your audience’s attention to a different way of thinking: more calm, slower, requiring logical argumentation and persuasive language.
The thing is, digital ads, although heavily benefited by copywriting, don’t follow the same guidelines that helped many brands sell in the past, during the heyday of advertising writing.
In the past, writing a 700-word text for an ad was perfectly natural. Today, the limit is 500 characters.
And that limit is already quite excessive. Most people expect ads to be simple and direct, so adapting to this language is a necessity, not an innovation.
Myopolis
Here’s a nice contrast for us to discuss the need to be short and concise in digital ad text.
I’m sure some readers must be disagreeing with this article right now, but bear with me, and if my arguments don’t convince you, just leave a comment at the end of the article, and we can discuss it further, okay?
This Myopolis case is a clear example of where the copy should have stopped after the first period.
The image already says a lot: “respond in seconds, not minutes.” The first part of the copy also: “reviews are hard to manage. And as a small business owner, it gets even harder.”
That’s it! What more does the ad need to say? The first part of the copy and the image are already communicating the service offered very well: respond to reviews and requests in a simple way.
When the ad text exceeds the recommended amount, the “See More” tab appears, but users rarely click it.
The positive point of this ad is that, even with the “See More” tab slightly interfering with the reading, the main message was successfully delivered.
Even if the audience doesn’t read the rest of the text, what is available at a first glance is strong enough to bring in many conversions.
Cultura Dobra
I brought this ad example to talk about another interesting practice for dealing with text limitations in digital ads when you really need to say a lot.
The first part of the copy in this ad is asking for a longer explanation to relate the product to the provided information.
In this case, it would be difficult to include all of that gray text in the caption and still add a convincing and interesting CTA.
The solution Cultura Dobra found was to apply the text directly on the image. You can also do this in these cases!
Just be careful with the layout and even with the amount of text. Think carefully if the extra text is really necessary or if it will discourage reading the ad.
And avoid making the main mistake in this ad: putting the text’s font in the same color as the background.
Sua Imprensa
I brought this example so we can analyze together what happens with texts that exceed Instagram’s recommended limit.
After you click “See More,” the text opens normally and appears as a regular Instagram caption, without major issues.
The only barrier to text that exceeds the recommended amount is this: having to click. It’s an extra action your audience will need to take to fully understand your ad.
If this can be avoided, avoid it. If not, the design won’t suffer that much. Just avoid exceeding the recommended limit and writing a giant text: that’s when you lose your audience for not being able to grab their attention.
ManyChat
Another case where the recommended limit was successfully exceeded!
This ad shows us that, when necessary, simply placing an intimidating block of text is a terrible idea.
By decorating it with some emojis, making it into a more digestible list, and getting straight to the point while still exceeding the limit, you can still achieve good conversions.
The reality of working with ads and traffic management requires this creativity. You’ll often encounter situations where it’s mandatory to include extra text.
These are cases of compliance, requirements from the management, specific needs from SDRs and the sales team—the list is endless.
Being able to handle this need requires creativity and flexibility. And this ad delivered both points really well.
Contently
Another case where concise copy and copy contained in the image itself, along with the complementary text Facebook provides for the CTA, work together to deliver a good amount of text without disrupting the ad.
This is a point we haven’t discussed yet but is definitely worth mentioning. You don’t just have the descriptive text (the post’s caption) to work with. There are other elements that help you build your offer and argumentation.
In this example, Contently took advantage of 4 different ways to include persuasive article. In the title, in the description, and even in the meta description of the site, which, even with a slight cut, still added an extra unit of meaning to the advertisement.
The lesson we take from this example is that you can and should use all the available article resources for your ad.
That way, you communicate what you want and avoid the risk of losing your audience by having your entire article condensed into a large block that is hard to read.
Leadster
If you haven’t seen Leadster’s ads yet, you’re missing a show of memes 😅
I brought this example here to illustrate that the copy in conversation with the image doesn’t have to be overly corporate. You can have fun too, without losing effectiveness.
The image, even in meme format, clearly conveys our intention: landing page forms are becoming obsolete.
And the descriptive article in the ad, along with the article in the URL, says the rest of the argument. Everything is simple, short, and straight to the point.
Sales Impact
This is a somewhat tricky case to analyze because the image is great and conveys everything the audience needs to know about the ad and the brand.
But the article chose to repeat the message from the image, which left the advertiser without the recommended space.
The first part of this article ends up being unnecessary because it’s “explaining the joke”—meaning, elaborating on an image that already has a clear message.
AdEspresso
I brought this last example to discuss carousels and how the accompanying articles should be written.
Carousels are widely used to present more article in ads, so the caption doesn’t need to be very long.
This is a great alternative when you realize your article is getting too long and there’s nothing you can do. Just put everything in the carousels! The limit is 10 images, so you have plenty of space to communicate everything you need.
In this case, communication was done through testimonials, which are easy to get from loyal customers and explain more about the product without the corporate language that many ads love to use.
10 Tips to Combine Copywriting and Creative Elements When Making Ads
With these examples, we saw that it’s absolutely necessary to find a convergence, even if small, between creativity and article.
This is how you will save on titles, descriptions, and captions. Without this work, only one element of your ad will carry all the cognitive load of your audience, which may discourage reading and reduce conversion rates.
I’ve heard many people say that “too much article doesn’t work because people don’t like to read,” but that’s not quite the case.
It’s not about liking to read, but about not liking to read ads. The truth is that no one naturally enjoys or is interested in ads. Our job is to make this interest easier.
And the way to do that is through economy, objectivity, creativity, and respect for the medium and what it represents.
But how to achieve this nirvana of paid media? Here are 10 essential tips. Follow along:
Define a Designer-Copywriter Duo
Creativity begins with creatives. To have creative ads, you need creative people.
In an agency or marketing department, copywriters and designers are the main expression of creativity. They’re responsible for researching references and creating impactful ads.
However, this duo needs to be supported by the company’s traffic and performance marketing department. A good brief, clear target audience definition, and a great review process are key to everything working out.
Don’t be Afraid to Use AI
Artificial Intelligence has some limitations, but it’s great for giving you good ideas and speeding up some of the tedious aspects of the job.
You might be having trouble shortening your article, for example. Or maybe you have dozens of proposals for digital ad articles, all great, but all over the limit. What to do?
Simple: it’s time to call ChatGPT and ask it to shorten the articles.
Or maybe you have no idea what to write in each title. Or maybe you need to know more about the topic. All of this can be assisted by AI.
Just be a little careful: in our article about the best character counters online, I did some tests with ChatGPT, and it delivered all options with extra characters. Always check before!
🔎 Read also: 18 AI tools for creating images
Find Examples that have Already Worked
If you need more ad examples, Facebook’s Ad Library can help you with your research.
The Library is a free resource available to everyone—even those without a Facebook account—and allows you to study ads from other brands.
You just need to quickly search by adding your industry or a specific brand’s name. The Library will then show you all the ads being displayed with those parameters.
We have an entire article explaining how to use Facebook’s Ad Library. Just click the link to read it. 😉
Always test A/B When Possible
A/B tests are essentially different versions of the same ad, slightly changing the article here and there or adding other elements to the image.
For example, here’s an A/B test done by LinkedIn for one of their ads.
Just by adding a statistic to their headline, the ad brought 37% more clicks. If LinkedIn hadn’t done this test, they might still be unaware that they could have almost 40% more conversion on each ad.
All the platforms mentioned throughout the article allow A/B tests. Ideally, you should never launch a campaign with very high values without first checking what works and what doesn’t.
Map out ICP, Target Audience, and Persona
Attention: these three concepts are different from each other, and you need to understand the difference.
ICP, or Ideal Customer Profile, refers to the ideal customer for your company—the one most likely to buy and stay with your company for a long time.
The target audience is slightly different: these are people who might be interested in your product or service, including those who make up your ICP and even others, as long as they come close to it.
For example: your ICP is a 50-year-old person, but your target audience might range from 30 to 60.
Persona is an exercise of turning ICP and target audience data into a small story, creating a fictional person to make it easier to talk to them.
This ease transforms the creativity of whoever is producing the ad. You’re not talking to “50-year-old people who work in marketing and need more conversions.”
Instead, you’re talking to Osvaldo, a marketing manager who promised to deliver more conversions in his initial interview, and six months later still hasn’t achieved that goal.
We have a detailed article about these differences. Access it below:
Focus on CTA and the Offer
Every ad has one main goal: conversion. And what drives conversion is the CTA—Call to Action.
No ad leaving your desk should launch without a clear CTA. The offer needs to make sense to your audience, of course, but the CTA is the most important point.
All ad platforms come with pre-configured CTAs. But consider adding others, both in the image and the article, so you don’t miss conversion opportunities.
Write only What’s Necessary
The Bible is only for the Church ⛪
Your ads need to be objective, clear, and simple. Remember, this isn’t just a regular post: you’re spending money to display your ad.
Because of that, you need to make the most of conversion opportunities and minimize any noise that might hinder them.
It’s not about writing less, but about writing what’s necessary for understanding. Ads in different segments will have articles of different lengths.
The biggest risk we run when creating ads is being verbose. This word means “talking more than we should.” It’s not about talking a lot, it’s about talking too much.
So, did we manage to help you with the length of your digital ad article? I hope so!
Be sure to check out our 14-day free trial clicking the banner below.
