Starting in September 2026, Google is changing how languages work in search advertising. Advertisers will no longer have to specify the campaign language manually — the system will decide who sees the ad based on the user’s query, the language of the creative, and the landing page.
Currently, the language can be selected in the campaign settings. After the update, Google will remove this step and rely more heavily on its own algorithms for ad delivery.
What will change
Google will consider several signals:
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the language in which the user enters the query;
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the language in which the ad is written;
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the language used on the landing page;
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the languages the user usually uses on Google.
If someone searches for something in Spanish, the system will try to show them the Spanish version of the ad and send them to the corresponding landing page. If the query has no obvious language, for example, if someone enters a brand name, Google will consider which languages the user usually uses.
For media buyers, the main change is that it will no longer be possible to select the language of a Search campaign manually. However, language versions of creatives and landing pages are not going away. On the contrary, they will now have a greater influence on which audience Google shows the ads to.
Therefore, before launching in multilingual GEOs, it is worth checking that the creative and landing page are properly adapted for a single language. If different language versions are mixed within a campaign, relying on the old Language setting will no longer be possible.
