feat: classy dark one-pager with modal, webhook, shiny gold, sticky nav
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oliver
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# Platform Specs Reference
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Complete character limits, format requirements, and best practices for each ad platform.
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---
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## Google Ads
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### Responsive Search Ads (RSAs)
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| Element | Character Limit | Required | Notes |
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|---------|----------------|----------|-------|
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| Headline | 30 chars | 3 minimum, 15 max | Any 3 may be shown together |
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| Description | 90 chars | 2 minimum, 4 max | Any 2 may be shown together |
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| Display path 1 | 15 chars | Optional | Appears after domain in URL |
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| Display path 2 | 15 chars | Optional | Appears after path 1 |
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| Final URL | No limit | Required | Landing page URL |
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**Combination rules:**
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- Google selects up to 3 headlines and 2 descriptions to show
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- Headlines appear separated by " | " or stacked
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- Any headline can appear in any position unless pinned
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- Pinning reduces Google's ability to optimize — use sparingly
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**Pinning strategy:**
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- Pin your brand name to position 1 if brand guidelines require it
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- Pin your strongest CTA to position 2 or 3
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- Leave most headlines unpinned for machine learning
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**Headline mix recommendation (15 headlines):**
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- 3-4 keyword-focused (match search intent)
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- 3-4 benefit-focused (what they get)
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- 2-3 social proof (numbers, awards, customers)
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- 2-3 CTA-focused (action to take)
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- 1-2 differentiators (why you over competitors)
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- 1 brand name headline
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**Description mix recommendation (4 descriptions):**
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- 1 benefit + proof point
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- 1 feature + outcome
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- 1 social proof + CTA
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- 1 urgency/offer + CTA (if applicable)
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### Performance Max
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| Element | Character Limit | Notes |
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|---------|----------------|-------|
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| Headline | 30 chars (5 required) | Short headlines for various placements |
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| Long headline | 90 chars (5 required) | Used in display, video, discover |
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| Description | 90 chars (1 required, 5 max) | Accompany various ad formats |
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| Business name | 25 chars | Required |
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### Display Ads
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| Element | Character Limit |
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|---------|----------------|
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| Headline | 30 chars |
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| Long headline | 90 chars |
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| Description | 90 chars |
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| Business name | 25 chars |
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---
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## Meta Ads (Facebook & Instagram)
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### Single Image / Video / Carousel
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| Element | Recommended | Maximum | Notes |
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|---------|-------------|---------|-------|
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| Primary text | 125 chars | 2,200 chars | Text above image; truncated after ~125 |
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| Headline | 40 chars | 255 chars | Below image; truncated after ~40 |
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| Description | 30 chars | 255 chars | Below headline; may not show |
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| URL display link | 40 chars | N/A | Optional custom display URL |
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**Placement-specific notes:**
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- **Feed**: All elements show; primary text most visible
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- **Stories/Reels**: Primary text overlaid; keep under 72 chars
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- **Right column**: Only headline visible; skip description
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- **Audience Network**: Varies by publisher
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**Best practices:**
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- Front-load the hook in primary text (first 125 chars)
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- Use line breaks for readability in longer primary text
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- Emojis: test, but don't overuse — 1-2 per ad max
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- Questions in primary text increase engagement
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- Headline should be a clear CTA or value statement
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### Lead Ads (Instant Form)
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| Element | Limit |
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|---------|-------|
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| Greeting headline | 60 chars |
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| Greeting description | 360 chars |
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| Privacy policy text | 200 chars |
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---
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## LinkedIn Ads
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### Single Image Ad
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| Element | Recommended | Maximum | Notes |
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|---------|-------------|---------|-------|
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| Intro text | 150 chars | 600 chars | Above the image; truncated after ~150 |
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| Headline | 70 chars | 200 chars | Below the image |
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| Description | 100 chars | 300 chars | Only shows on Audience Network |
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### Carousel Ad
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| Element | Limit |
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|---------|-------|
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| Intro text | 255 chars |
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| Card headline | 45 chars |
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| Card count | 2-10 cards |
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### Message Ad (InMail)
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| Element | Limit |
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|---------|-------|
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| Subject line | 60 chars |
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| Message body | 1,500 chars |
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| CTA button | 20 chars |
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### Text Ad
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| Element | Limit |
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|---------|-------|
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| Headline | 25 chars |
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| Description | 75 chars |
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**LinkedIn-specific guidelines:**
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- Professional tone, but not boring
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- Use job-specific language the audience recognizes
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- Statistics and data points perform well
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- Avoid consumer-style hype ("Amazing!" "Incredible!")
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- First-person testimonials from peers resonate
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---
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## TikTok Ads
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### In-Feed Ads
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| Element | Recommended | Maximum | Notes |
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|---------|-------------|---------|-------|
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| Ad text | 80 chars | 100 chars | Above the video |
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| Display name | N/A | 40 chars | Brand name |
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| CTA button | Platform options | Predefined | Select from TikTok's options |
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### Spark Ads (Boosted Organic)
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| Element | Notes |
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|---------|-------|
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| Caption | Uses original post caption |
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| CTA button | Added by advertiser |
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| Display name | Original creator's handle |
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**TikTok-specific guidelines:**
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- Native content outperforms polished ads
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- First 2 seconds determine if they watch
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- Use trending sounds and formats
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- Text overlay is essential (most watch with sound off)
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- Vertical video only (9:16)
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---
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## Twitter/X Ads
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### Promoted Tweets
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| Element | Limit | Notes |
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|---------|-------|-------|
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| Tweet text | 280 chars | Full tweet with image/video |
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| Card headline | 70 chars | Website card |
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| Card description | 200 chars | Website card |
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### Website Cards
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| Element | Limit |
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|---------|-------|
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| Headline | 70 chars |
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| Description | 200 chars |
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**Twitter/X-specific guidelines:**
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- Conversational, casual tone
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- Short sentences work best
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- One clear message per tweet
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- Hashtags: 1-2 max (0 is often better for ads)
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- Threads can work for consideration-stage content
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---
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## Character Counting Tips
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- **Spaces count** as characters on all platforms
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- **Emojis** count as 1-2 characters depending on platform
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- **Special characters** (|, &, etc.) count as 1 character
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- **URLs** in body text count against limits
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- **Dynamic keyword insertion** (`{KeyWord:default}`) can exceed limits — set safe defaults
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- Always verify in the platform's ad preview before launching
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---
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## Multi-Platform Creative Adaptation
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When creating for multiple platforms simultaneously, start with the most restrictive format:
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1. **Google Search headlines** (30 chars) — forces the tightest messaging
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2. **Expand to Meta headlines** (40 chars) — add a word or two
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3. **Expand to LinkedIn intro text** (150 chars) — add context and proof
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4. **Expand to Meta primary text** (125+ chars) — full hook and value prop
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This cascading approach ensures your core message works everywhere, then gets enriched for platforms that allow more space.
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