Spotted by Ezra Sackett, Google Ads will be removing manual language targeting settings from Search campaigns by the end of 2025.
Instead, Google AI will automatically detect the language based on user signals, eliminating the need for advertisers to manually set languages.
This means campaigns will rely fully on AI-driven detection, marking the end of traditional language targeting controls.
Non-Search campaign language targeting functionality won’t change.
UPDATE: A few days after, Georgi Zayakov noticed that Google had removed it from the Google Ads Help page. Whether the change is being postponed or discarded remains unclear.
Visit the help page here: About language targeting.