Google Ditches Campaign-Level Language Targeting for Search Ads

Google is removing campaign-level language targeting settings from Search campaigns and Search inventory within Performance Max. This change, set to roll out in late September, shifts more responsibility for language matching to Google's automated signals.

The move raises questions about how multilingual campaigns will work and what happens to existing campaign structures. Advertisers who currently use language targeting for specialized purposes may need to adapt their strategies.

Under the new system, Google will rely on the language of the creative and landing page, as well as its own understanding of the user's languages. For accounts with multiple eligible languages, Google's AI-based ad group prioritization will determine which language is the better match for the search.

For advertisers using the Google Ads API, developers will need to account for the change by stopping the sending of language criteria when creating or updating Search campaigns. Existing language criteria can remain, but they will no longer influence Search targeting.