Google Ads is removing the campaign-level language setting from Search campaigns. Search ads now match users based on the language of the ads, rather than the languages selected at the campaign level.
This change was first spotted by Thomas Eccel, who shared a screenshot on LinkedIn and wrote:
“Google Ads News! It’s official now! Language Targeting is gone for Search! And what this means for your campaign structures and new builds! Google announced it earlier; now it’s live in one of my accounts. I was looking for the language setting but could not find it.”
Here is the video he shared.
This means advertisers need to pay closer attention to the language of their ad copy and landing pages. Mixing several languages within the same ad group may also affect which users see the ads.
For Performance Max campaigns, the language setting no longer applies to ads on the Google Search Network. It still applies to YouTube, Display, Discover, and Gmail. Shopping ads in Performance Max are not affected.
The change is currently live in at least one Google Ads account, so it may not be showing up for everyone yet.
Have you noticed the language setting missing from your own Search campaigns?
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