Platforms in this story
In short
- In late September 2026, campaign-level language targeting is removed for Search and AI Max for Search.
- Google gives no exact day: the calendar date is month-level.
- Accounts that split languages by campaign must check the language of every ad.
Google announced it on its developer blog: starting late September 2026, the campaign-level language setting is removed for Search and AI Max for Search campaigns↗. Search ads will be matched on their own language, taking the user's language preferences into account.
Google gives no exact day, so our calendar shows this deadline at month level.
What changes for multilingual accounts
Accounts that split French and English into two campaigns rely on a language setting per campaign. That safeguard goes away: in principle, an English ad can serve to an English-speaking user in France (our own reasoning, Google does not give this example). Google adds that when several eligible campaigns exist in an account, AI-based ad group prioritization picks the most relevant ad language. Geo targeting, the actual language of the copy and of the landing pages become the only levers.