Google Is Removing Language Targeting From Search Campaigns

Google Ads is removing campaign-level language targeting settings from Search campaigns and Search inventory within Performance Max.

The change, rolling out in late September, shifts more responsibility for language matching to Google’s automated signals.

For advertisers, that raises questions about how multilingual campaigns will work, what happens to existing campaign structures, and where language targeting has been used for more specialized purposes.

Here’s what advertisers need to know about the change, how Google says it will work, and the questions that still remain.

What’s Changing With Language Targeting

Currently, Google uses both campaign settings and its own language signals to determine whether a Search ad is eligible to serve.

Advertisers select one or more languages at the campaign level. Google separately determines which languages a user understands based on signals such as query language, user settings and other signals derived by Google AI.

Google also…