Google Ads is removing language targeting from Search campaigns
Starting in late September 2026, Google Ads will completely remove campaign-level language targeting from Search and AI Max for Search campaigns. Until now, advertisers could manually choose which languages their campaigns would run in; going forward, Google's automated systems will make that call based on the ad copy's language and user signals.
The new system draws on several signals to match ads to users: the language of the search query, the user's language settings and preferences, and, when several eligible campaigns exist, AI-driven prioritization of ad groups. Google explains it this way: a user whose browser is set to Spanish but who consistently searches in English will now be able to see ads in both languages — meaning the choice is no longer based solely on browser language, but on actual usage habits.
The change plays out a bit differently for Performance Max campaigns: language settings will no longer affect Google Search placements, but will continue to work as before across YouTube, Display, Discover, Gmail, and other channels.
Google emphasizes that no immediate action is required from advertisers for existing campaigns. Still, it's advisable to make sure multilingual ads and landing pages are clearly and properly written in their intended language. Advertisers working through the API should stop using language criteria when creating new Search campaigns — existing language criteria will also stop affecting targeting.
In practice, this change reduces advertisers' control over which language their ads run in and makes the language of the ad copy and landing page more important to campaign performance. Marketers are advised to watch campaign results closely once the change takes effect and to reconsider their multilingual campaign structures.
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