Google Ads Language Targeting Being Removed From Search Campaigns

08/18/25
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of Google Ads Removing Language Targeting in Search Campaigns by 2025

Google Ads will eliminate the language targeting setting for Search campaigns by the end of 2025. Instead, AI-powered automatic language detection will handle targeting. This change aims to simplify campaign management but may cause some initial mismatches in language and ad copy. The update applies only to Search campaigns, with other campaign types unaffected.

Optimixed’s Overview: How Google Ads’ Shift to AI-Driven Language Targeting Will Impact Search Campaigns

Background and Announcement

Google recently announced that by the end of 2025, advertisers will no longer need to manually set language targeting in Google Ads Search campaigns. This update was quietly posted on the Google Ads Help Center and highlighted by industry experts on LinkedIn and PPC forums.

Key Changes Explained

  • Removal of manual language targeting: Advertisers won’t select campaign languages themselves.
  • AI-driven automatic detection: Google’s AI will identify the user’s language to target ads dynamically.
  • Scope limitation: This update applies exclusively to Search campaigns; other campaign types remain unchanged.

Industry Reactions and Considerations

The response from PPC professionals has been mixed. While some are optimistic that AI will streamline campaign setup and reduce manual errors, others are concerned about potential mismatches between ad copy and detected languages during the early rollout phase.

There is also a degree of skepticism regarding Google’s framing of the change, as some advertisers feel uneasy about relinquishing control and being asked simply to “trust the AI” for such a critical targeting dimension.

What Advertisers Should Do

  • Prepare for gradual adoption by monitoring campaign performance closely, especially regarding language relevance.
  • Test ads in multiple languages to ensure AI detection aligns with actual user language preferences.
  • Stay updated on Google’s announcements for detailed rollout timelines and best practices.