TL;DR
Google Ads will eliminate manual language targeting settings in September 2026, relying on AI to automatically select the most relevant ad language. This change aims to simplify targeting and reduce errors, but language exclusions remain unsupported. Existing single-language campaign structures will continue to function, and no account restructuring is needed.
Key Developments
- Manual language targeting settings in Google Ads will be removed in September 2026.
- AI will automatically select the most relevant ad language based on user context.
- Language exclusions are still not supported with this update.
- Existing single-language campaigns will continue to operate without changes.
- Google Ads API users should stop setting language criteria for new Search campaigns.
Optimixed Analysis
The removal of manual language targeting in Google Ads suggests a shift towards greater reliance on AI for ad delivery optimization. While this may streamline processes and reduce setup errors, it also limits advertisers’ control over language targeting. The continued lack of support for language exclusions could be a concern for advertisers needing precise targeting. Professionals should assess how these changes might impact their current campaign strategies, especially those relying on specific language settings.
