Google announces a significant change for advertisers using Search campaigns. The platform will discontinue manual language targeting and will allow artificial intelligence to take over completely.
Automatic language detection replaces manual settings
At the end of this year, the option to manually select languages for Search campaigns in Google Ads will be removed. The system will fully transition to AI-driven language detection that analyzes user signals to determine the appropriate language. This adjustment applies solely to Search campaigns—other campaign types such as Display and YouTube will retain their current language targeting options.
This change aligns with Google's broader strategy to automate more campaign elements. Where advertisers previously could choose specific languages to reach their target audience, AI will now take over this decision based on user behavior and other signals.
Consequences for businesses and marketing strategies
For Dutch companies, this change means they have less direct control over which language groups see their advertisements. This can present both opportunities and challenges. On one hand, Google's AI may provide better language detection and display more relevant ads. On the other hand, there is a risk that ads may appear in the wrong markets or that important target audiences may be missed.
Companies operating in multilingual markets need to closely monitor their campaign performance. Especially organizations aiming to reach specific language communities may encounter less targeted targeting than before.
Practical adjustments and monitoring
Advertisers can prepare by documenting their current language settings and establishing performance indicators for comparison after the transition. It will be important to monitor campaign performance by region and target audience to quickly detect any discrepancies.
Google's AI system is likely to deliver better results for companies with broad international ambitions, while organizations with very specific language objectives may need to develop alternative strategies. Customizing ad texts and landing pages for different language groups remains possible.