Starting late September 2026, Google Ads removes campaign-level language targeting from Search campaigns and AI Max for Search. Announced August 14, 2026 by Ginny Marvin (Ads Product Liaison).
What changes
Google's system will decide which ad to show based on the language of your ad creative and landing page, plus signals about what language the user understands - not a manual setting you control anymore.
Who is affected most
Accounts running multiple languages mixed inside one campaign, rather than split into separate campaigns per language. Advertisers relying on the API for language criteria on Search campaigns need to remove that code before rollout - calls will start returning errors.
Performance Max nuance
Language settings no longer apply to Google Search results inside Performance Max, but still guide delivery on YouTube, Display, Discover and Gmail within the same campaign.
Full checklist and Ukraine-market breakdown: yositeup.com
