The amount of text that you can have on your Facebook ad copy depends on the type of ad — Single Image, Single Video, Carousel, Slideshow or Canvas — and where the copy is placed. The most recent specs for Facebook ads are as follows:
Single Image:
Headline: 25 characters
Text: 90 characters
Link description: 30 characters
Single Video:
Headline: 25 Characters
Text: 90 characters
Link description: 30 characters
Carousel:
Headline: 40 characters
Text: 90 characters
Description: 20 characters
Slideshow:
Headline: 25 characters
Text: 90 characters
Description: 30 characters
Canvas:
Headline: 45 characters
Text: 90 characters
Description: 30 characters
It’s also important to take note of image text in Facebook ads. Facebook prefers ads with little to no image text, as text-heavy images are believed to create low-quality experiences for Facebook users. This means text should ideally be placed in the text area, and if you must use text with your images, try to lower the text-to-image ratio by reducing the font size and the word count. The amount of text on images affects delivery — these ads may not fully reach your audience — as well as the price. The less image text, the greater your ads reach and the more cost-effective they’ll be.
AdWords
Since 31 January 2017, AdWords ads now feature what is known as the ‘expanded text ad format’. This new format not only provides you with an additional headline, as it also provides also almost 50% more ad text which gives you even more opportunity to drive more high-quality leads to your website or landing page. The specs for the new AdWords ads are as follows:
Headline 1: 30 characters
Headline 2: 30 characters
Text: 80 characters