Google Ads has confirmed that the language targeting option in Search campaigns will be discontinued by the end of 2025. The update, which was noted in a recent Google Ads Help Center post, signals a shift away from manual language settings. Instead, campaign targeting will rely on Google’s AI to automatically recognize and adjust for user language preferences.

What to know:

• Timeline: Language targeting will be removed from Search campaigns before the end of 2025.
  

• Impacted feature: The manual language targeting setting currently available in Google Ads.
  

• Replacement approach: AI-based automatic detection of user language. Since automation will handle targeting, ongoing Google Ads optimization becomes even more critical to keep ad performance on track. Learn how to optimize your ad campaign here!
  

• Industry reaction: Advertisers are showing interest in how the rollout will work and what hurdles may arise.
  

• Looking ahead: While advertisers anticipate some early difficulties—such as ads serving in unintended languages—the change could ultimately streamline campaign setup and reduce complexity in account structures.