Google Ads Ditches Language Targeting for Search Campaigns

Google Ads will eliminate language targeting for its Search and Performance Max campaigns starting in late September 2026. This change means that ads and landing pages will be favored if they match the search term's language.

Ginny Marvin, ads product liaison at Google, explained that the system takes into account ad creative and landing page language when prioritizing ads. 'The system already understands and handles language automatically,' Marvin wrote in a LinkedIn post.

The feature has been around since 2001, but its function has become redundant as AI and automation can detect the user's preferred language. Google will prioritize ads that match the search term's language, making it easier for multilingual users to find relevant content.

Advertisers won't need to restructure their campaigns, but they should review them to ensure ad creative and landing pages are clearly structured in the intended languages. Marvin recommended removing language targeting for hygiene purposes.