Microsoft search ad specs
Headline, description and display path limits for Microsoft responsive search ads on Bing, pinning, and the sitelink, callout and snippet assets.
Microsoft search campaigns show responsive search ads on Bing and Microsoft's search partners. They work like Google's: you write several headlines and descriptions, and Microsoft combines them for each search. IntentBid uses phrase match keywords from your buyer questions.
Ad text limits
Limits at the time of writing, from Microsoft Advertising documentation.
| Element | How many | Characters each | What IntentBid checks |
|---|---|---|---|
| Headlines | 3–15 | 30 | 3–15, each ≤30 |
| Descriptions | 2–4 | 90 | 2–4, each ≤90 |
| Path 1 and Path 2 | 0–2 (Path 2 needs Path 1) | 15 each | Not checked |
| Final URL | 1 | 2,048 | Present and valid URL |
Some details to know:
- The limits count the final text after dynamic text such as
{KeyWord:Close software}is filled in. If the inserted keyword pushes a headline past 30 characters, the default text is shown instead. - Chinese, Japanese and Korean characters and emoji count as two characters. Headlines then allow 15 and descriptions 45.
- Paths can't contain
/. Spaces in a path are shown as underscores. - Each ad group can have up to three active responsive search ads.
Same text as Google?
The limits match Google's responsive search ads, so the same headlines and descriptions usually work on both. Two differences are worth checking:
- Audience: Bing users skew towards desktop and work devices, so longer, more specific B2B phrasing often performs well. Don't shorten your best Google lines just for Microsoft.
- Trademarks and editorial rules differ in detail. A line Google approved can still be disapproved by Microsoft, and the other way round.
See Google search ad specs for how to build a strong set of 15 headlines.
Pinning
You can pin a headline to position 1, 2 or 3, and a description to position 1 or 2. Without pins, Microsoft picks the best combination for each search.
Pin only what must always appear, such as a regulatory line or your brand name, and pin two or three variants to the same position so the system still has a choice. Pinning one line to every position removes most of the testing.
Assets (ad extensions)
Microsoft calls these ad extensions in some places and assets in others. They work the same way as on Google.
| Asset | Limit at the time of writing | Notes |
|---|---|---|
| Sitelinks | Link text 25 characters (35 with no descriptions); two description lines, 35 characters each | 2–8 can show; both description lines must be filled; up to 20 per campaign or ad group |
| Callouts | 25 characters each | 2–20 per campaign or ad group; 2–4 show per ad; must differ from the ad text |
| Structured snippets | A header plus 3–10 values, 25 characters each | Factual lists such as modules, integrations or service types |
| Image extensions | Up to 25 per campaign or ad group | Use the same clean product images as for Audience ads |
| Call | 1 per campaign | For sales lines that are staffed |
Good B2B choices:
- Sitelinks: Pricing, Integrations, Customer stories, Security, Book a demo. Each one to its own page.
- Callouts: "SOC 2 Type II", "EU data hosting", "Live in 2 weeks". Only facts your site confirms.
- Snippets: header Types or Services, with your modules or service lines as values.
Importing from Google
If you import campaigns from Google Ads into Microsoft Advertising, the text carries over because the limits match. After an import:
- Check that sitelinks have both description lines, or they won't show as enhanced sitelinks.
- Re-check any line that uses keyword insertion, since Microsoft counts the inserted keyword.
- Look for disapprovals in Microsoft Advertising. IntentBid shows each ad's status as the platform reports it in Creatives.
For what to say in the ad, see B2B ad copy guidelines.