Headlines earn the click, descriptions do the convincing. In a responsive search ad Google shows up to two descriptions at a time, picked from the ones you provide, and each has only 90 characters to answer the search, give a reason to choose you and ask for the action. The Google Ads Description Generator writes six of them, plus six callouts, from the same brief you use for headlines.
Each description is a complete thought that works in any order. It leads with a benefit or the answer to the search, adds one concrete detail from your brief and ends with a call to action. The six cover different angles, from the main benefit and a differentiator to how it works, an answer to a common objection and a strong call to action, with an offer or guarantee angle only when your brief includes one. The callouts are factual highlights of up to 25 characters, such as delivery terms or opening days, again only when they are true.
The tool belongs to the Advertising family. Run it after Google Ads Headlines with the same three inputs and you have the copy for a complete ad.
What you get
- Six descriptions of 90 characters or fewer, two more than the four an ad can hold, so you have a choice
- Six different angles, not six rewordings of the same sentence
- Six callouts of 25 characters or fewer for the callout assets of your campaign
- Copy that follows Google Ads editorial rules, with at most one exclamation mark per description and none in callouts
- Offers, guarantees and callouts based only on what your brief states
- Two clear sections, Descriptions and Callouts, each as a numbered list
What you fill in
- Product or service optional
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What you advertise, in the words a customer would search.
- What makes it worth choosing? optional
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Benefits, how it works, real offers or guarantees, and what sets you apart from competitors.
- Target audience optional
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Who searches for it and why.
How to use it, step by step
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Reuse the brief from your headlines
Enter the same product, details and audience you used for the headlines. Matching inputs keep headlines and descriptions consistent, which matters because Google combines them freely.
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Explain how it works and what is guaranteed
Descriptions have room for details a headline cannot hold, how a course is delivered, what happens after an order, which guarantee applies. Put them in the details field if they are true.
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Generate and pick four
An ad uses up to four descriptions. Keep the four that cover the most different angles and save the other two for a second ad or a later test.
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Add the callouts as assets
Copy the callouts into the callout assets of the campaign or ad group. Check that each one is still true before saving, since callouts often mention delivery, hours or conditions that change.
Example, input and output
Input
- Product or service
- Online English courses for adults
- What makes it worth choosing?
- Live online classes in small groups, evening and weekend slots, free level test before enrolling, teachers with business English experience, cancel any time
- Target audience
- Working adults who need English for their job
Output
1. Learn English for work in live online classes with small groups. Book your level test.
2. Evening and weekend slots that fit around your job. Choose your schedule and start.
3. Teachers with business English experience, focused on meetings, emails and calls.
4. Not sure of your level? Take the free test before you enroll, then pick your class.
5. Worried about committing? You can cancel any time. Join a class and see how it fits.
6. Speak with more confidence at work. Find the right course and enroll online today.
**Callouts**
1. Live Online Classes
2. Small Groups
3. Evening Classes
4. Weekend Slots
5. Free Level Test
6. Cancel Any Time
Illustrative example written by the editorial team to show the expected format.
Tips for better results
- Lead with what the searcher wants. A description that opens with the answer to the search reads well next to any headline.
- Give one concrete detail per selling point in the brief (a schedule, a guarantee, a delivery time), so each description has something specific to say.
- Write the objection you hear most from customers into the details field. The tool uses it for the description that answers an objection.
Who uses it, and for what
Training or course provider
Turn the way a course works (schedule, format, level test) into descriptions that answer questions before the click, so visitors reach the landing page already knowing what to expect.
Local business with a few strong facts
Opening days, delivery area and booking options become callouts, while the descriptions explain why the business is worth calling.
Marketer refreshing an old campaign
Generate six new descriptions for an ad group with tired copy and test them against the ones already running.
Limits and good practice
- The tool does not write headlines, sitelinks or structured snippets. Headlines come from Google Ads Headlines.
- It cannot verify your offer. If a guarantee or a free service is in the brief, it will appear in the copy, so remove anything that is no longer true.
- Character counts can differ slightly with accents and special characters. Google Ads shows the exact count in the editor.
- Google decides which descriptions to show and whether to approve them.
- Every generation uses credits from your plan. See the pricing page for what each plan includes.
Frequently asked questions
How many characters can a Google Ads description have?
Up to 90 characters, spaces included, for each description in a responsive search ad. The tool treats 90 as a ceiling rather than a target, so some descriptions come out shorter. Google Ads shows the exact count in the editor, which is where you confirm the final length.
How many descriptions does an ad need?
A responsive search ad takes between two and four descriptions, and Google shows up to two at a time. The tool writes six, so you can keep the four with the most different angles and save the rest for another ad or a test.
What are callouts and how long can they be?
Callouts are short highlights that can appear under an ad, such as delivery terms or opening days. Each one can be up to 25 characters. The tool writes six, based only on facts in your brief and without exclamation marks.
Will the tool invent a discount to make the ad stronger?
No. Offers, guarantees, prices and free services appear only if you write them in the details field. A false claim in an ad can lead to disapproval and to disappointed customers, so the tool leaves missing details out or uses a placeholder.
Should descriptions repeat the headline keyword?
One or two can, where it reads naturally, but repeating the keyword in all of them wastes space. The tool focuses descriptions on benefits, details and calls to action, and leaves most of the keyword work to Google Ads Headlines.
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