Google Removes Language Targeting

Background: Google Ads has long offered language targeting as a way for businesses to reach customers who speak specific languages. This feature has been particularly useful for local businesses that cater to diverse linguistic communities.

What changed: Google announced that it will be removing language targeting from Search and Performance Max campaigns starting in September 2026. This means that advertisers will no longer be able to target their ads to specific languages, and instead will need to rely on other targeting options such as location and interests.

Why it matters: The removal of language targeting may affect local businesses that rely heavily on targeting specific languages. For example, a coffee shop in a predominantly Spanish-speaking neighborhood may struggle to reach its target audience if it can no longer target Spanish-language ads.

Niche breakdown: A hair salon that targets ads to English-speaking customers may need to adjust its targeting strategy to focus on location-based targeting instead. A pet groomer that targets ads to French-speaking pet owners may need to explore alternative advertising channels to reach its target audience.

What to watch: Local businesses should monitor their ad performance closely in the lead-up to the removal of language targeting and be prepared to adjust their targeting strategies as needed. It's also important to keep an eye on Google's official announcements for any further updates or guidance on this change.