Google set September 2026 as the start of a change to campaign-level language targeting in Search campaigns. Search ads will match automatically based on ad language, with search-term language and users’ language settings and preferences also among the signals Google describes. The rule differs across Performance Max placements. Google Ads Help
How the language rule changes by placement
The campaign-level language setting is being removed for Search campaigns. In Performance Max, it no longer applies to ads on the Google Search Network, but continues to apply on YouTube, Display, Discover and Gmail. Performance Max Shopping ads are unaffected by language settings.
| Campaign or placement | Language-setting behavior |
| Search campaigns | The campaign-level setting is being removed; Search ads match automatically based on ad language. |
| Performance Max on Google Search Network | The campaign-level language setting no longer applies. |
| Performance Max on YouTube, Display, Discover and Gmail | Campaign-level language settings continue to apply. |
| Performance Max Shopping ads | Language settings do not affect the ads. |
Google also describes search-term language, users’ language settings and preferences, and AI-based ad-group prioritization as part of Search matching. The campaign-level setting is changing; Google still describes language signals in the matching process.
Check the placement before changing a campaign: Performance Max keeps its language setting on YouTube, Display, Discover and Gmail, but not on Google Search Network placements.
What account reports show
Account observations differed in early November. On November 3, Google Ads practitioner Thomas Eccel reported that he could not find the setting in an account. Online performance marketing specialist Robert Fussi reported that it remained visible in Google Ads Editor while absent from a new account’s campaign settings.
What Google says advertisers need to do
Google says advertisers do not need to take action for the change.
