Campaign-level language targeting to be removed from Search campaigns and the Search part of Performance Max

From late September 2026 Google will drop the language setting from Search campaigns and from Google Search inventory in Performance Max, relying instead on the language of ads and landing pages plus its understanding of user language. Other Performance Max channels keep the setting. API users should stop sending language criteria for new campaigns.

Communicated through an advertiser roundtable in August 2026 rather than a public Google post at time of reporting. Google says existing campaigns need no restructuring, but multilingual and international accounts should watch search terms and geo traffic after rollout.