We're making changes to language targeting for Search, AI Max for Search, and Performance Max campaigns in Google Ads, simplifying campaign management while maintaining a high-quality ad experience.
Effective late September 2026:
- For Search and AI Max for Search campaigns, the campaign-level language targeting setting will be removed. Search ads will automatically match based on the language of your ads.
- For Performance Max campaigns, the way language targeting is used will be updated:
- On Google Search: The campaign-level language setting will no longer be used for ads shown on Google Search. Language matching will function the same as Search campaigns, using the language of your ads.
- On other channels (like YouTube, Display, Discover, Gmail): The campaign-level language setting you select will continue to be used to guide who sees your ads.
In cases where multiple eligible campaigns exist within your account, AI-based ad group prioritization will select the most relevant ad language.
Historically, the language criterion in the Google Ads API allowed you to manually specify target languages for your campaigns. These language criteria will still be returned when querying even though they are not used for targeting. Any mutates to add or update Search campaign CampaignCriterion.language will result in a ContextError.OPERATION_NOT_PERMITTED_FOR_CONTEXT error. For Performance Max campaigns, there will be no error as language targeting may be used on other channels.
What should I change for the Google Ads API?
While existing Search and AI Max for Search campaigns will continue to operate without disruption (as their language settings will not apply), we recommend the following code updates:
- Stop setting language criteria:
- For new Search campaigns: Stop including language criteria when creating or updating Search campaigns when sending Google Ads API requests.
- For existing Search campaigns: You may optionally remove existing language criteria from your Search campaigns for cleanliness, though it is not strictly required as they will not apply.
- Focus on Ad and Landing Page Language: Ensure your ad creatives and landing pages are clearly structured in the intended languages. Search ads will primarily use these signals, alongside user language preferences, for matching.
Where can I get support?
For technical support issues, please reach out to us using the support form. If you have any questions or want to discuss this post, please reach out to us on our “Google Advertising and Measurement Community” Discord server.
