Google Ads now has a beta AI localization tool that turns an English (US) Search campaign into a brand-new campaign in one of 10 target languages. PPC News Feed first reported the tool as live inside Google Ads on October 23, after spotting the undated help page on October 5. The original campaign remains untouched; the localized copy lands as a paused draft.
It translates headlines, descriptions, sitelinks, callouts and even keywords. For images with text overlays, Google says the AI "will remove the text (in-paint) to provide a clean image, and add the translated messaging as supplemental text assets." It does not redraw translated words onto the image.
The 10 languages
- Dutch
- French and French (Canada)
- German
- Italian
- Polish
- Portuguese (Brazil) and Portuguese (Portugal)
- Spanish (Spain) and Spanish (Latin America)
Counted by base language, that is seven languages with regional splits for French, Portuguese and Spanish. English (US) is the only supported source, and election-verified advertisers are excluded.
Five steps, one commercial catch
The workflow runs from the Campaigns table, the Tools menu, or an Optiscore recommendation, then asks for campaign name, target language, location and budget. A free-form field accepts global instructions such as "Do not translate the brand name" or "Keep the tone formal." After that you review a four-column table: original asset, translated asset, a translation back into English, and translation notes.
Then comes the catch. Budgets and bids are copied exactly. Google’s help page states: "The system doesn’t perform currency conversions or exchange rate calculations. For example, a $100 USD budget becomes a $100 USD budget in the localized campaign." A US campaign copied into Polish keeps the same number in a different auction. That is the first thing to audit before you hit enable.
Why this matters after language targeting left
This arrives after Google removed campaign-level language targeting from Search and Performance Max in September 2026. With that manual control gone, the language of your creative and landing page has become a primary signal for who sees your ad. Separate campaigns per language are now a structural play, and this tool builds them in a few clicks.
It also contrasts with Meta, where advertisers reported AI translating live ad copy without asking. Google’s version is opt-in, creates a separate campaign and publishes paused. But the help page does not say who carries responsibility for errors in machine-translated ads or how local policy checks work.
What to do before you launch
Use the back-translation column as a quality gate, not a legal review. Check idioms, register and regulated claims in the target market — Portugal and Brazil can differ on rules even when the language looks similar. Re-bid to the new auction, review the landing page script if you choose it, and keep local reviewers in the loop.
Source: PPC Land
