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Google Ads Is Eliminating Manual Language Targeting, Shifting to AI-Driven Selection

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TLDR

Google is removing manual language targeting from Search and Performance Max campaigns in September 2026, replacing it with AI-driven automatic language matching based on user context.

Optimixed Overview

Optimixed's original report on this story.

SERoundtable reports that Google Ads will discontinue the ability to manually set language targeting in Search and Performance Max campaigns next month. The change aims to simplify targeting and reduce redundancy, with Google's enhanced AI system now automatically selecting the most relevant ad language when multiple eligible ads exist. Per the update, advertisers need not restructure accounts, though API users managing Search campaigns should stop including language criteria in new requests.

Topics:AI & Machine Learning in SEO
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