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ADRIAAN DEKKER
GOOGLE ADS · PPC & GROWTH |
AUGUST 19, 2026 |
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GOOGLE ADS UPDATE · LANGUAGE TARGETING |
Google Ads is removing language targeting from Search
From late September, Google will match languages automatically instead of letting you set them at the campaign level. |
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Hi,
Google is removing the campaign-level language targeting setting from Search and AI Max for Search campaigns.
The change starts in late September. Instead of you choosing which languages to target, Google will decide which ads to serve based on the language of your ads and its own signals about the languages a user understands. |
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WHAT IS CHANGING
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Campaign-level language targeting goes away on Search
The setting disappears for Search and AI Max for Search campaigns. Google will match ads based on the language of the ad itself. |
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Performance Max changes only for Search placements
For PMax ads on Google Search, campaign-level language settings no longer apply and matching works like standard Search. Your language settings still guide YouTube, Display, Discover and Gmail. Shopping ads in PMax are not affected. |
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Google uses more than interface language
Signals can include the language of the search term, user language settings and other preferences. Someone with a Spanish browser who searches in English could see ads in either language. |
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WHY THIS MATTERS
Language delivery becomes less predictable, and your ad copy carries more weight.
Google now decides language delivery instead of you. That puts more importance on the language of your ads and landing pages, especially for multilingual campaigns. |
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My recommendation
No action is required for existing campaigns, but do not treat this as nothing. Review your campaign structures, creatives and landing pages. Make sure ads and destination pages are clearly written in their intended language, because those signals now drive language matching.
If you run multilingual accounts, watch delivery closely once the change rolls out in late September. Check whether ads start showing to the wrong language segments.
If you manage campaigns through the API, stop setting language criteria on Search campaigns. Existing criteria can stay but will no longer affect targeting, and can be removed. |
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Talk soon,
Adriaan |
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Adriaan Dekker · Google Ads specialist · adriaan-dekker.nl
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