Benjamin Kim

These are the Google AdWords account limits for number of campaigns, ad groups, keywords, display and text ads, location targeting, and ad extensions.

AdWords account limits

• 10,000 campaigns (includes active and paused campaigns)
• 20,000 ad groups per campaign
• 20,000 ad group targeting items per ad group (such as keywords, placements, audience lists, and product targets)
• 300 display ads per ad group (includes image ads)
• 50 text ads per ad group
• 4 million active or paused ads per account
• 5 million ad group targeting items per account (such as keywords, placements, audience lists, and product targets)
• 1 million campaign targeting items per account (such as geo target and campaign-level negative keywords)
• 10,000 location targets (targeted and excluded) per campaign, including up to 500 proximity targets per campaign
• 20 shared negative placement lists per account
• 65,000 placements per negative placement list
• 20 shared negative keyword lists per account*
• 5,000 keywords per negative keyword list*
• 100,000 active legacy ad extensions per account
• 1.3 million references to legacy ad extensions per account**
• 100,000 active upgraded ad extensions per account
• 10,000 ad group references to upgraded ad extensions per account***
• 10,000 campaign references to upgraded ad extensions per account***

Source: https://support.google.com/adwords/answer/1704396?hl=en

These are the Bing AdCenter limits sent to me by our rep:

AdCenter Component Limits

• 100 accounts per customer
• 10,000 campaigns per account
• 10,000 ad groups per campaign
• 20 ads per ad group
• 10,000 keywords per ad group

Negative Keyword Limits

• Campaign and ad group level: Each negative keyword can contain up to 100 characters, and the entire list can be up to 10,000 negative keywords total.
• Keyword level: Each negative keyword can contain up to 100 characters, and the entire list can contain up to 1,024 characters, including commas.

Targeting Limits

255 targets per campaign or ad group (255 is the limit for all combined targeting settings which include Geographic, Day of Week, Hours of Day, Demographic, Device)

Site Exclusion Limits

500 sites for each campaign and ad group