Questions people ask
What is the Facebook ad primary text character limit?
There is no hard cap that matters in practice, but feed placements fold primary text after roughly 125 characters behind a See more link. Meta's own recommendation is 125 characters, and the preview above shows exactly where your copy gets cut.
How long can a Facebook ad headline be?
Meta recommends 27 characters for the headline in feed and 40 for Reels and Stories. Longer headlines are accepted up to 255 characters but get truncated on most placements, and the mobile feed truncates first.
Do Instagram ads use the same limits as Facebook?
Yes for the shared placements. Instagram feed uses the same primary text and headline guidance, and Instagram Stories and Reels match Facebook Reels. Instagram does not show the description field at all, so anything important belongs in primary text.
Does the See more fold hurt performance?
Not by itself. Long primary text works when the first two lines earn the click on See more. What hurts is putting the offer or the call to action after the fold, where most people never see it.