Google Ads is shifting from manual controls to AI-based targeting. According to PPC Land, Google Ads will remove manual language targeting from Search campaigns by the end of 2025. Instead language targeting will be detected using Google AI. This would eliminate the need for advertisers to set languages themselves.

Language targeting currently allows advertisers to choose which customers see their ads depending on the language those customers use across Google products or third-party sites. This manual setting gave marketers more control, especially for campaigns in regions with multiple official languages or diverse audiences. With the change, Search campaigns will rely entirely on AI to target languages.

PPC Land said this change will apply only to Search campaigns. Manual language targeting in Display, YouTube, and other campaign types will remain available.

What this means for advertisers

The biggest shift for advertisers is the loss of direct control over language targeting in Search. Many brands and agencies rely on manual settings to ensure their campaigns reach specific groups of customers. For example, a marketer targeting French-speaking audiences in Canada could previously select “French” as the campaign language. Once manual targeting is removed, the system will determine the language automatically, which may raise questions about accuracy in multilingual markets.

However, Google claims the AI approach will improve relevance by using user signals instead of advertiser assumptions. This means Search campaigns may adjust dynamically based on the language users display through their browsing behavior and search patterns.

Advertisers targeting multilingual audiences will need to test, measure, and adjust creative and keyword strategies to see how well AI-driven targeting aligns with their goals. This may involve keeping a closer eye on reporting once the update is live, especially in regions where language choice can shape campaign performance.

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