Google Ads is removing manual language targeting from Search campaigns. Rolling out from late September, the campaign-level language setting is replaced by automatic matching: Google picks the ad language using the search query language, user language settings and AI signals. The change covers Search, AI Max for Search and Performance Max on Google Search. Google announced it on August 13.
What changed
Instead of a fixed language setting, Google now matches language at query time using the language of the search term, user language settings and preferences, Google AI signals, and the language of the ad and landing page. AI-based ad group prioritization picks the ad candidate with the most relevant language.
Which campaigns are affected
- Affected: Search, AI Max for Search and Performance Max on Google Search inventory.
- Not affected: Performance Max on YouTube, Display, Discover and Gmail (language settings still apply) and Shopping ads in PMax.
API and existing campaigns
No action is required for existing campaigns. In the Google Ads API, adding or updating language criteria in Search campaigns returns the error OPERATION_NOT_PERMITTED_FOR_CONTEXT — update scripts and tools that set language.
What advertisers should do
- Separate languages into dedicated ad groups with matching ad copy and landing pages.
- Watch multilingual geos (Canada, Switzerland, Belgium, India, UAE) and the search terms report after rollout.
- If language was an audience filter, use geo targeting, negative keywords and clear ad copy instead.
- Check where ambiguous brand queries land.
FAQ
Did Google Ads remove language targeting?
For Search, AI Max for Search and PMax on Google Search — yes, from late September. Language is matched automatically.
How does Google choose the ad language now?
By query language, user language settings, AI signals and the language of the ad and landing page.
Does it affect Performance Max on YouTube or Display?
No — language settings still apply on YouTube, Display, Discover and Gmail.
Sources: Search Engine Land, Search Engine Journal, Google Ads Help.