Ad copy writing

Facebook Ad Primary Text Character Limit

Meta recommends keeping most ad primary text around 125 characters so the message is easier to read before it is truncated. Count the primary text, headline, and description before launching a Facebook or Instagram ad.

Use the Character Counter while drafting. It includes common Meta ad copy checks for primary text, headline, and description length.

Common Meta ad copy lengths

• Primary text: 125 characters recommended for most placements.
• Headline: 40 characters recommended.
• Description: 25 characters recommended.
• Some placements may show less text, so put the clearest benefit first.

How to write shorter ad copy

Start with the offer, problem, or audience. Remove filler such as “introducing,” “amazing,” and “limited time” unless those words add real meaning. The first line should still make sense if the rest of the copy is hidden behind a preview.

Quick workflow

Draft one version for clarity, one version for urgency, and one version for proof. Count each version, then keep the strongest hook under the primary text recommendation. If the ad needs details, move them to the landing page instead of overloading the primary text.

Related tools

Character Counter, Facebook Post Character Limit, and Social Media Character Limits.