{"id":20310,"date":"2026-09-30T12:00:00","date_gmt":"2026-09-30T10:00:00","guid":{"rendered":"https:\/\/www.lukaswojcik.com\/blog\/?p=20310"},"modified":"2026-09-25T09:45:51","modified_gmt":"2026-09-25T07:45:51","slug":"google-ads-language-targeting-search-performance-max-september-2026","status":"publish","type":"post","link":"https:\/\/www.lukaswojcik.com\/blog\/en\/digital-marketing\/google-ads-language-targeting-search-performance-max-september-2026\/","title":{"rendered":"Google Ads Language Targeting in September 2026: Search and Performance Max Follow Different Rules"},"content":{"rendered":"<p>Google announced a change to language targeting for late September 2026. Search and AI Max for Search are to stop using the campaign-level language setting; matching instead uses the language of the ads. Performance Max requires a second distinction: Search placements follow the new approach, while other channels continue using the selected campaign language to guide delivery. [<a href=\"#source-1\">1<\/a>]<\/p>\n<p>As of 24 September, \u201clate September\u201d is the announced window, not a verified completion date for every account. No customer-account rollout was tested for this article. That matters for both reporting and implementation: an announcement describes the intended change, while the actual account and API response establish what is currently effective.<\/p>\n<h2>A language setting is not the language of the whole journey<\/h2>\n<p>A campaign can carry an English language setting while a particular ad points to a German page. A Polish page can contain an English form embedded from another service. Those mismatches are possible regardless of the campaign setting, because the ad, destination and form are separate pieces of content.<\/p>\n<p>The change makes that separation harder to ignore. A multilingual setup needs a consistent chain from the ad&#8217;s promise to the information and action on the landing page. Country, language and business availability also remain different questions: German-language content does not by itself specify which countries can receive a product.<\/p>\n<h2>The crucial Performance Max distinction<\/h2>\n<table>\n<thead>\n<tr>\n<th>Placement or campaign<\/th>\n<th>Announced language behaviour<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Search and AI Max for Search<\/td>\n<td>Campaign language setting removed; matching based on ad language.<\/td>\n<\/tr>\n<tr>\n<td>Performance Max on Google Search<\/td>\n<td>The campaign language setting no longer governs these placements.<\/td>\n<\/tr>\n<tr>\n<td>Performance Max on other channels<\/td>\n<td>The selected campaign language continues to guide delivery.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>This is why a blanket instruction to remove language settings from every campaign would be wrong. A shared campaign-building function may need different behaviour for Search and Performance Max. The unit of the implementation decision is the campaign type and, for interpreting delivery, the channel. [<a href=\"#source-1\">1<\/a>]<\/p>\n<h2>Old API values can remain visible<\/h2>\n<p>The announcement states that existing language criteria will still be returned by queries even when no longer used for Search targeting. Reading a stored value and observing an effective control are therefore different things. An internal report headed \u201ctarget languages\u201d can become misleading without any column disappearing.<\/p>\n<p>For Search, attempts to add or update <code>CampaignCriterion.language<\/code> are announced to return <code>ContextError.OPERATION_NOT_PERMITTED_FOR_CONTEXT<\/code>. Performance Max is treated differently because its language setting remains relevant outside Search. The API field alone therefore cannot determine whether the operation is appropriate; campaign context matters. [<a href=\"#source-1\">1<\/a>, <a href=\"#source-2\">2<\/a>]<\/p>\n<h2>A practical English, German and Polish review<\/h2>\n<p>Consider a fictional service offered in three languages. The review starts with one row per ad or asset group, containing the intended language, actual ad copy, final destination and form language. The rows are evidence about content, not a prediction of who Google will reach.<\/p>\n<pre><code>Ad language     Destination     Form             Review\nEnglish         \/en\/service\/    English          Consistent\nGerman          \/de\/service\/    English          Form mismatch\nPolish          \/en\/service\/    English          Destination mismatch<\/code><\/pre>\n<p>Next comes the visible promise. Delivery area, currency, contact hours and contractual information need to fit the offer behind the ad. A translated heading above an untranslated purchase flow is not a complete language version. Automatic language redirects also deserve testing because they can replace the intended destination after the click.<\/p>\n<h2>Why hreflang cannot certify the campaign<\/h2>\n<p>Hreflang describes relationships between language or regional versions for Google Search. It does not prove that a particular ad links to the correct form, nor does the presence of an <code>en<\/code> or <code>pl<\/code> marker establish that the visible content has been translated correctly. Google&#8217;s documentation describes it as a mechanism for localized page alternatives. [<a href=\"#source-3\">3<\/a>]<\/p>\n<p>The existing indexing inspector is useful for that technical part of the review. Content and campaign checks remain separate. This avoids turning a green technical result into an unsupported conclusion about the entire customer journey.<\/p>\n<h2>Changing an automated campaign builder<\/h2>\n<p>A sensible implementation first identifies the Search-specific language-writing step, rather than removing all targeting operations from a generic request. Location settings, budgets and conversion configuration are separate concerns. Existing request and error logs provide a baseline against which the changed creation process can be compared.<\/p>\n<p>The release record should state when the application stopped writing the affected criterion, which campaign types were changed and what tests were run. That gives a later performance review a concrete configuration history. It also prevents a historic value still returned by the API from being mistaken for evidence that the old behaviour remains active.<\/p>\n<h2>What to measure after the change<\/h2>\n<p>A useful comparison holds the question steady: which language versions receive visits, whether visitors reach the intended form and how those visits progress toward the relevant conversion. Campaign results can move for many reasons, so a before-and-after difference alone does not establish that language matching caused it.<\/p>\n<p>The practical gain is a more explicit multilingual setup. Ad text, destination, form and delivery conditions can be reviewed directly. A campaign language field should never have served as a substitute for checking those elements, and the announced change makes that limitation visible.<\/p>\n<h2>Related tool<\/h2>\n<p><a href=\"https:\/\/www.lukaswojcik.com\/blog\/en\/toolbox\/canonical-hreflang-indexing-inspector\/\">Canonical, hreflang and Indexing Signal Inspector<\/a><\/p>\n<div class=\"lw-faq\">\n<h2>Questions and answers<\/h2>\n<h3>What happens to a combined API request that contains a language criterion for a Search campaign?<\/h3>\n<p>That depends on how the request is made. A mutate request in the Google Ads API is atomic by default: if a single operation fails, none of the operations is carried out. If adding CampaignCriterion.language to a Search campaign returns the announced ContextError.OPERATION_NOT_PERMITTED_FOR_CONTEXT, such a request also fails to create everything else it contains, for example the location criteria of the same campaign.<\/p>\n<p>With the partial_failure flag, the API carries out the valid operations and reports the errors per operation. That prevents a complete failure but makes an error easy to miss if nobody evaluates the individual messages. For the adjustment it therefore matters which mode the application in question uses.<\/p>\n<p>The cleaner solution remains the one in the article: locating the Search-specific step that writes the language criterion and branching it by campaign type, rather than relying on the API to sort out the part that is not permitted.<\/p>\n<h3>Why is a redirect based on browser language risky after this change?<\/h3>\n<p>Because it swaps out exactly the link in the chain that now matters. If the ad language decides the matching, a German ad should lead to the German page. If the server redirects by browser language or by location, a person whose browser is set to English may end up on \/en\/service\/ after clicking the German ad, having just read and clicked a German text.<\/p>\n<p>Such errors do not show up when testing in a single browser, because it always reports the same language. Only a request to the final URL with varying language information, for example different Accept-Language headers, reveals them; what counts is whether the address is still the same afterwards.<\/p>\n<h3>How can an internal report show whether a stored language still has an effect?<\/h3>\n<p>Through the campaign type and the date of the change. The Google Ads API returns the type in campaign.advertising_channel_type; for SEARCH, a stored language criterion is only a historical value after the change, while for PERFORMANCE_MAX it continues to guide delivery outside Google Search. A column headed \u201cstored language criteria\u201d with that note is more honest than the heading \u201ctarget languages\u201d.<\/p>\n<\/div>\n<h2>Sources<\/h2>\n<ol>\n<li id=\"source-1\"><a href=\"https:\/\/ads-developers.googleblog.com\/2026\/08\/google-ads-language-targeting-changes.html\" target=\"_blank\" rel=\"noopener noreferrer\">Google Ads language targeting changes starting September 2026<\/a><\/li>\n<li id=\"source-2\"><a href=\"https:\/\/developers.google.com\/google-ads\/api\/docs\/targeting\/criteria\" target=\"_blank\" rel=\"noopener noreferrer\">Google Ads API: campaign criteria<\/a><\/li>\n<li id=\"source-3\"><a href=\"https:\/\/developers.google.com\/search\/docs\/specialty\/international\/localized-versions\" target=\"_blank\" rel=\"noopener noreferrer\">Google Search: localized versions of a page<\/a><\/li>\n<\/ol>\n<p><small>Sources checked: 24 September 2026.<\/small><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google announced a change for late September: Search uses ad language, while Performance Max retains campaign language settings on other channels. What multilingual setups need to check.<\/p>\n","protected":false},"author":1,"featured_media":20472,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-20310","post","type-post","status-publish","format-standard","hentry","category-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Ads Language Targeting in September 2026: Search and Performance Max Follow Different Rules | Lukas Wojcik<\/title>\n<meta name=\"description\" content=\"Google announced a change for late September: Search uses ad language, while Performance Max retains campaign language settings on other channels. 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