If you’ve tried to make a new advert in your AdWords account today – you may have had a surprise! Google’s new expanded text ads that were announced in May have now been set live in the majority of advertisers accounts.

The expanded text ads allow you to add two headlines, each with up to 30 characters in them as well as an 80 character description like this:

expanded text ads

Early reports are suggesting some accounts have seen more than a 2x increase in click through rate but we recommend running split tests against your current ads to monitor performance.

One thing we’ve noticed is that despite google allowing 60 characters in headlines, some headlines of 60 characters or less are still being truncated on computers like this:

expanded text ads

It seems that google have a pixel limit as well as a character limit so if you’re using wide characters such as ‘W’ or ‘M’ your ad may be too large even if it isn’t over 60 characters.

Our recommendation: Always check your ad in the preview tab before you set it live as truncated ads are likely to see lower click through rates.

John Langley

John Langley


I am the founder of Click Convert, an Award Winning agency, here to deliver great marketing for Small and Medium Businesses. We’ve created over $1.1 billion in sales for clients. We’re one of the top digital marketing companies in America and the UK for small and medium businesses digital marketing. We’re a Google Premier Partner, a Google Top 50 agency and our work was recommended by Google’s CEO in 2020. Outside of family and Click Convert, Cars, Adventure and Pizza are my passion. Our vision is to Inform, Empower and Deliver to help both clients and readers.

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