How to use the ad copy character counter
Paste or write your primary text, headline and description.
Check each counter against Meta's recommended length.
Look at the feed preview to see where the text is cut off on Facebook and Instagram.
Rewrite until the hook and the offer sit before the cut.
Worked example
Moving the hook above the cut
- Original opening: 'We've been working on something special for the last two years and we're finally ready to share it with you.' The benefit and the offer only appear after 'See more'.
- Rewrite: 'Hydration that lasts 24 hours, without the greasy finish. 20% off your first order this week.'
- The rewrite fits the benefit and the offer into the first 93 characters, so both show in the feed without a tap.
Meta's recommended lengths
Meta's ads guide recommends keeping text short for feed placements. These are display guidelines rather than hard limits: you can write more, but it will be truncated, and the exact cut-off depends on placement, device and screen width.
| Field | Recommended length |
|---|---|
| Primary text | About 125 characters before truncation |
| Headline | About 27 characters |
| Description | About 27 characters, and not shown in every placement |
Write for the truncation
Most people never tap 'See more'. Treat the opening as the ad: it should call out the audience or the problem, make the promise, or give a reason to keep reading.
- Lead with the outcome or a sharp callout, not with your brand name.
- Put the offer before the cut if it is a reason to click.
- Use line breaks deliberately. On mobile the feed often cuts after about three lines, whatever the character count.
- Emojis count as characters. Use them as visual anchors, not decoration.
When long copy works
Long primary text is not wrong. Story-led ads, founder letters and detailed objection handling can beat short copy for considered purchases, as long as the opening line earns the tap.
Look at long-running ads in your niche to see which lengths survive. An ad with long copy that has run for months is evidence that length was not a barrier for that audience.
Questions and answers
How many characters can a Facebook ad have?+
Meta accepts much longer text than it displays. For feed placements it recommends about 125 characters of primary text and around 27 characters each for the headline and description; beyond that, text is truncated.
Where does Facebook cut off ad text?+
In the feed, primary text is typically cut after roughly 125 characters or about three lines on mobile, whichever comes first, followed by a 'See more' link. Exact behaviour varies by placement and device.
Do emojis count as characters?+
Yes. Most emojis count as at least one character, and some systems count them as two because of how they are encoded. This counter counts each visible symbol once and also shows the raw length.
Should I write short or long ad copy?+
Test both. Short copy works well for simple, impulse-friendly products with strong visuals. Long copy can win for higher-priced or unfamiliar products that need explaining. Either way the first line has to do the work.
Does the headline appear on Instagram?+
Not in the same way. Many Instagram placements show the primary text as a caption under the creative and give the headline and description far less prominence than Facebook Feed does, so write primary text that works on its own.
What is the description field for?+
A short supporting line that can appear under the headline in some placements. Use it for a secondary benefit, guarantee or shipping detail, and do not rely on it being visible.