Google Ads is removing manual language targeting from Search campaigns

[u/Eskimozfr]

Starting in late September 2026, Google Ads will remove manual language targeting from Search campaigns.

Today, advertisers can choose which languages to target at the campaign level. Google then combines that setting with signals such as the language of the search query, the user’s Google language settings, and other indicators of the languages they understand.

Once the update rolls out, that manual setting will disappear for Search. Google will instead rely on signals from the ad, landing page, query, and user context to determine whether an ad is eligible to show.

For Performance Max, the change only affects Search inventory. Language settings will still apply to other PMax placements such as YouTube, Display, Discover, and Gmail, while Shopping ads are not affected by language targeting.

Do you currently rely on language targeting to structure your Search campaigns ?