Today’s MarketingGoogle Ads drops campaign language targeting on Search
Google Ads removed the campaign level language setting from Search campaigns, so Search ads now match users from the language of the ads rather than languages chosen on the campaign. Thomas Eccel reported the setting gone in one live account after Google had signaled the change earlier. Performance Max still uses language targeting for YouTube, Display, Discover, and Gmail, while Search Network ads inside Performance Max follow the new Search rule and Shopping ads stay unchanged. The rollout is partial, so the setting may remain visible in accounts that have not received it yet.
Our take
Split multilingual Search work into separate campaigns or ad groups where every headline, description, and landing page share one language. Mixing languages inside one ad group now risks matching the wrong query language with no campaign language filter to catch it. Audit Performance Max next and confirm language still applies only on YouTube, Display, Discover, and Gmail so Search Network spend in those campaigns does not surprise you.
