Google removes language targeting from Search campaigns

Google will strip campaign‑level language targeting from Search ads and Performance Max for Search by the end of September 2025, forcing advertisers to rely on Google’s AI‑driven language signals instead of manual settings [2].

How the change works

Today, advertisers set one or more languages at the campaign level, while Google independently evaluates a user’s language proficiency from query text, device settings and other AI‑derived signals. After the September rollout, the platform will drop the campaign‑level setting entirely for Search and Performance Max for Search. Instead, Google will match ads to users using the language of the ad creative, the landing page, and its existing user‑language model [2]. For Performance Max campaigns on other channels (Display, YouTube, etc.), the manual language setting will remain unchanged.

Implications for multilingual advertisers

The shift raises practical concerns for brands that run multilingual campaigns across regions such as Canada, India or Switzerland, where precise language segmentation has been essential for cultural relevance. Google says its AI will prioritize ads that match the user’s query language when clear, but when queries are ambiguous—e.g., brand‑only searches—the system will fall back on broader language signals and may serve ads in any language the user appears to understand [2]. This could broaden reach by eliminating accidental restrictions, yet it also introduces uncertainty about whether the right language version will be shown to each user.

Market context

The move is part of Google’s broader push toward automation, echoing earlier rollouts of Performance Max and keyword‑less ad formats that abstract traditional controls in favor of goal‑based AI optimization [1]. By removing a granular lever that many agencies have used for years, Google signals that it believes its language‑matching algorithms can outperform human‑defined settings, a claim the company frames as a path to higher relevance and performance. Competitors such as Microsoft Advertising and Amazon Ads continue to offer manual language targeting, positioning themselves as alternatives for advertisers who value precise control.

What to watch

• September rollout completion – monitor whether any interim issues are reported as the new AI‑only language matching goes live.
• Performance data – compare click‑through and conversion metrics before and after the change, especially for campaigns with multiple language assets.
• Competitor response – watch for announcements from rival ad platforms that may emphasize retained manual language controls as a differentiator.

The removal of manual language targeting underscores Google’s commitment to AI‑driven campaign management, but it also leaves advertisers to test whether the algorithm can reliably handle the nuanced language needs of global brands. The real test will be how performance shifts once the change is fully implemented.