Create Longer Headlines and Descriptions
To make your Google Search Network text ads stand out, create longer headlines and descriptions. The more space your ads consume, the more likely a visitor is to see and click them.
In 2016, Google launched expanded text ads (ETAs), which consist of two 30-character-maximum headlines and a single 80-character-maximum description.
In 2018, the search engine updated its ETA format to include three 30-character-maximum headlines and two 90-character-maximum descriptions.
This is now the default format for all text ads on the Search Network, so take advantage of the higher maximum character count by creating longer headlines and descriptions.
When Google first rolled out the extended format in 2016, advertisers reported an average CTR of increase of about 20 percent. With the format even longer now, you can expect an even higher CTR increase for your text ads.