Google Ditches Campaign-Level Language Targeting in Late September

Google Ads is set to eliminate campaign-level language targeting in late September. This change will affect how ads are displayed based on user search terms.

The company's ad platform will prioritize ads and websites that match the language of the search term, even if it doesn't exactly match the user's language settings or preferences.

Ginny Marvin, ads product liaison at Google, explained in a LinkedIn post that the system takes into account ad creative and landing page language. The company will use AI-driven ad group prioritization to select the most relevant ad language based on the user's search context when multiple campaigns or ad groups are eligible.

Marvin also noted that this change is not expected to impact advertisers using single-language campaigns, such as English or Spanish.