Google Ads to remove campaign-level language targeting in 2026

Google is set to overhaul its language targeting system for Google Ads, specifically affecting Search and Performance Max campaigns, starting in late September 2026. The update will remove the ability for advertisers to set language targeting at the campaign level for Search inventory.

Under the new system, Google will instead rely on the language used within the ad creative and the landing page to determine language matching. For Performance Max campaigns, this change will apply to Google Search inventory, while selected language settings will continue to influence audiences across other channels such as YouTube, Display, Discover, and Gmail.

While Google intends to transition existing campaigns automatically and states that no immediate action is required from advertisers, the shift moves control from manual settings to AI-driven signals. This change places increased importance on ad creative and campaign organization, particularly for international brands and businesses managing complex multilingual accounts.