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Facebook Ad Character Limits: Complete Guide for Every Ad Format

SocialRails Team
SocialRails Team
· Updated 8 min read
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TL;DR - Quick Answer

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Facebook Ad Character Limits: Every Format in One Place

Facebook truncates ad text that goes over the recommended length. Your headline gets cut. Your description vanishes. Your primary text hides behind a "See More" link.

This guide covers the exact character limits for every Facebook ad format so you can write copy that actually shows up.

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Quick Reference Table

Ad ElementRecommendedMaximumIf You Exceed It
Primary Text125 chars63,206 charsHidden behind "See More" after ~125 chars
Headline27 chars255 charsCut off after ~27 chars on mobile
Description27 chars255 charsMay not show at all on some placements
Link URLNo limitNo hard limitDisplays as domain only

Single Image Ads

The most common format. Text sits above the image, headline and description below it.

ElementRecommendedMaximum
Primary text125 chars63,206 chars
Headline27 chars255 chars
Description27 chars255 chars

Primary text cuts off after about 3 lines on mobile (roughly 125 characters). The description often does not display at all on mobile.

Video Ads

Same text specs as single image ads, with additional video requirements.

ElementRecommendedMaximum
Primary text125 chars63,206 chars
Headline27 chars255 chars
Description27 chars255 chars
Video length15 seconds241 minutes

Each card gets its own headline and description. The primary text covers the overall ad.

ElementRecommendedMaximum
Primary text (overall)125 chars63,206 chars
Headline (per card)32 chars255 chars
Description (per card)18 chars255 chars
Number of cards3-510

Carousel headlines get slightly more room (32 characters) because of the different card layout.

Stories Ads

Full-screen vertical placements with strict visibility limits.

ElementRecommendedMaximum
Primary text125 chars63,206 chars
HeadlineNot usedN/A
DescriptionNot usedN/A

Only the first 1-2 lines of primary text appear as an overlay. The rest hides behind an expansion. Design your creative to work visually, not through text.

Reels Ads

Displayed in the Reels feed. Even less text visible than Stories.

ElementRecommendedMaximum
Primary text72 chars63,206 chars
HeadlineNot usedN/A
DescriptionNot usedN/A

Keep primary text under 72 characters for full visibility in Reels.

Quick Knowledge Check
Test your understanding

You're writing a Facebook Reels ad. How many characters of primary text will be fully visible?

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Hint: When writing for Reels, treat your primary text like a tweet, not a paragraph.

Collection Ads

A cover image or video with a product catalog underneath.

ElementRecommendedMaximum
Primary text125 chars63,206 chars
Headline27 chars255 chars
DescriptionNot typically shown255 chars

Lead Generation Ads

These include a form users fill out without leaving Facebook.

ElementRecommendedMaximum
Primary text125 chars63,206 chars
Headline27 chars255 chars
Description27 chars255 chars
Form headline60 chars60 chars
Form descriptionNo limit specifiedKeep it concise
Privacy policy link text70 chars70 chars

Messenger Ads

Appear in the Messenger inbox or open a Messenger conversation on click.

ElementRecommendedMaximum
Primary text125 chars63,206 chars
Headline27 chars255 chars
Description27 chars255 chars

Always write for the recommended length. Here is why.

Mobile users dominate. The vast majority of Facebook users are on mobile, where displays show far less text than desktop.

Scrolling is fast. Shorter text gets read in full. Longer text gets a "See More" link that most people skip.

Placement variety matters. Your ad can appear across Feed, Stories, Reels, and Audience Network. Each shows a different amount of text. Writing to the shortest limit means your message works everywhere.

For the official specs, check Meta's ad format guide.

Where Text Gets Truncated

PlacementPrimary TextHeadlineDescription
Mobile Feed~125 chars + "See More"~27 charsOften hidden
Desktop Feed~125 chars + "See More"~40 chars~27 chars
Right ColumnNot shown~27 charsNot shown
Stories~125 chars (overlay)Not shownNot shown
Reels~72 charsNot shownNot shown
Messenger~125 chars~27 charsOften hidden
Audience NetworkVariesVariesVaries

Writing Tips That Save Characters

Front-load your message. Put the key info in the first 125 characters. Assume everything after that is invisible.

Headlines must stand alone. Descriptions often vanish on mobile, so your headline needs to make sense by itself.

One message per element. Do not repeat information across primary text, headline, and description. Each one should add something new.

Use numbers. "Save 40% today" beats "Get a significant discount on our products this week" and uses half the characters.

Cut filler words. Remove "that," "just," "really," "very," and "actually." They add length without meaning.

Test short vs long. Run A/B tests comparing short-form (under 125 characters) and long-form (500+ characters) primary text. Results vary by industry. See our social media A/B testing guide for methodology.

Quick Knowledge Check
Test your understanding

Your Facebook ad headline is 45 characters long. What happens on mobile?

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Hint: Write your headline, then read only the first 27 characters out loud. If it still makes sense, you are good.

Common Mistakes That Waste Characters

Repeating your brand name. It already appears with your profile picture and page name. Do not use headline characters on it again.

Writing in all caps. "SALE ENDS TODAY" looks like spam and wastes space. Stick with title case or sentence case.

Including URLs in primary text. The link destination already shows below your creative. Adding it to the text burns characters for nothing.

Writing for desktop only. A 300-character primary text that reads perfectly on desktop is invisible on mobile where most of your audience is.

Ignoring the description field. It does not always display, but when it does (desktop), it can add conversion-driving details. Write it, just do not depend on it.

Frequently Asked Questions

What is the recommended primary text length for Facebook ads?
125 characters. While Facebook allows up to 63,206 characters, anything beyond 125 gets hidden behind a See More link on mobile, which most users skip.
Why does my Facebook ad description not show up?
Descriptions often do not display on mobile placements, which is where most Facebook users are. They are more likely to appear on desktop Feed. Write them, but do not depend on them for your main message.
Does Facebook reject ads that exceed character limits?
No. Facebook allows text up to the maximum limits (255 characters for headlines, 63,206 for primary text). It simply truncates the text visually. Your ad will still run, but users will not see the full text without clicking See More.
Are character limits the same for all Facebook ad placements?
The technical maximum is the same, but the amount of visible text varies by placement. Reels shows only about 72 characters of primary text. Mobile Feed shows about 125. Desktop shows more. Always write for the shortest placement.
Should I write short or long Facebook ad copy?
Start with short copy (under 125 characters) and test against longer versions. Short copy works better for simple offers and awareness campaigns. Longer copy can work for complex products that need more explanation. A/B test to see what your audience responds to.

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