
Google Ads: New Update
Key Changes Coming in Late September 2026:
- For Search Campaigns: The campaign-level language setting is being removed. Instead, ads will automatically match based on the language of your ad content (such as your headlines, descriptions, and landing pages).
- For Performance Max Campaigns:
- On Google Search & Shopping: Functionality will match Search campaigns, with ads automatically matching your asset language.
- On Other Channels (YouTube, Display, Discover, Gmail): Your campaign-level language setting will still be used to guide who sees your ads.
- For Multiple Campaigns: If you have multiple eligible campaigns, Google's AI will prioritize and select the most relevant ad language.
No Action Required This change is automatic, so you don't need to adjust your existing campaigns. You'll still be able to view language settings in the Google Ads interface as these updates roll out.