Length guidelines used
| Field | Guideline | What happens if longer |
|---|---|---|
| Primary text | About 125 characters visible in most feeds | Hidden behind “See more”; the exact cut depends on device and line breaks |
| Headline | About 27–40 characters | Shortened with an ellipsis in many placements |
| Description | About 25–30 characters | Often not shown at all on mobile feeds |
These are Meta’s recommended lengths for feed placements as of late 2026, not hard limits. You can write longer text; the checker shows how much is likely to be seen without a tap. Line breaks count too: two short lines can use up the visible space before 125 characters.
Other checks
- Hook first: whether the first line is a question, a specific benefit or a number, rather than the business name.
- Call to action: whether the text tells people what to do next.
- Capital letters and symbols: long runs of capitals, many exclamation marks or emoji walls look spammy and can reduce reach.
- Personal attributes: phrases like “Are you struggling with debt?” or “Other people with diabetes” can break Meta’s advertising standards on implying personal characteristics. The checker flags common patterns for you to review.
Long copy can work
For considered purchases, longer primary text that answers objections often converts better. Just make sure the first visible line earns the tap, and test short against long rather than assuming.
Next, check the ad and landing page say the same thing with the Message Match Checker.