Write Google Ads headlines that fit inside 30 characters

A responsive search ad accepts up to 15 headlines and 4 descriptions, and Google assembles them into combinations on the fly. The caps are hard, so anything over them simply will not save:

• Headlines: 30 characters each, 3 minimum, 15 maximum. Spaces count.
• Descriptions: 90 characters each, 2 minimum, 4 maximum.
• Display path: two fields of 15 characters each, after your domain.

Google scores an ad on how much room it has to test, so filling all 15 headline slots with genuinely different angles beats filling five slots with careful ones. The headline generator exists to get you to 15 without counting characters by hand.

The patterns that pull clicks here are unglamorous and consistent across accounts:

• Put the price or the range in. "From $3,500" filters out the people who were never going to buy, which raises your conversion rate and lowers your cost per lead even if clicks drop.
• Say Singapore or say the area. Searchers scan for proof you are local before they read anything else.
• Use a real number. A named turnaround, a warranty length or a review count beats an adjective every time.
• Answer the objection in the ad. No lock-in, no deposit, replies within a day.

Pin sparingly. Pinning a headline to position 1 guarantees your brand or offer is always shown, but it also cuts the number of combinations Google can test, and heavily pinned ads usually see a lower Ad Strength.

If clicks are cheap and leads are not arriving, the headline is rarely the culprit. Look at the landing page, the match types and the search terms report first. An ad that promises a price the page does not show is the single most common reason a Singapore campaign leaks budget, and no amount of headline testing fixes it.

The Google Ads ROI calculator is the faster diagnostic there, since it shows you which of the four numbers in the chain is actually out of line.