Google Ads Tests AI-Powered Campaign Localization for International Expansion

Google Ads is testing a new AI-powered tool that helps advertisers adapt Search campaigns for new languages and markets. Instead of translating ads, keywords and other campaign elements separately, advertisers can create a localized version of an existing campaign directly in Google Ads.

The update could significantly simplify launching advertising in new markets, especially for companies looking to scale Search campaigns across multiple countries.

How AI campaign localization works in Google Ads

Advertisers select an existing eligible campaign and then choose a target language and country or region.

Google then creates a new, independent localized campaign. The original campaign remains unchanged.

Google’s AI can localize:

• ad headlines and descriptions;
• keywords;
• sitelinks;
• callouts;
• text in images.

For images containing text, Google can remove the original text and add the translated messaging as a supplemental text asset.

This means advertisers do not have to manually create every localized campaign element from scratch.

Localization also extends to landing pages

Google also offers two ways to handle landing pages.

The first option is to install a Google-provided JavaScript snippet that dynamically translates landing-page text for visitors coming from localized ads.

The second is to use existing localized landing pages and update the campaign URLs accordingly.

This makes it possible to adapt not only the ad itself but also the user experience after the click.

Advertisers can provide instructions for the AI

Google also allows advertisers to provide natural-language instructions that specify how the localization should be handled.

For example:

Don’t translate the brand name.

Or:

Keep the tone formal.

These instructions can help account for brand-specific requirements and prevent unwanted changes during the localization process.

Advertisers can review translations before launch

Google does not simply expect advertisers to accept the AI-generated localization without review.

During the review process, advertisers can see the original text, localized version and a back-translation into English side by side.

This can be particularly useful for teams that do not have a native speaker of the target language. The back-translation helps advertisers understand whether the AI has preserved the original meaning and intent.

However, this type of review does not replace full localization by a native speaker. A technically accurate translation may still fail to account for cultural nuances, local wording or customer behavior.

There is an important caveat around budgets and bids

When creating a localized campaign, Google copies the budget and bids from the original campaign.

Google does not automatically convert currencies or adjust budgets based on exchange rates.

Advertisers therefore need to review the budget, bids and overall campaign economics before launching in a new market. The same numerical budget does not necessarily represent the same level of advertising investment in different currencies or markets.

Which languages are supported?

The beta currently works with U.S. English Search campaigns and allows advertisers to create localized versions in:

• Dutch;
• French;
• Canadian French;
• German;
• Italian;
• Polish;
• Brazilian Portuguese;
• European Portuguese;
• Spanish for Spain;
• Spanish for Latin America and the Caribbean.

Google plans to add more languages by the end of 2026.

The company also plans to expand the feature beyond Search campaigns, including support for Performance Max.

What does this mean for international marketing?

Entering a new market usually requires much more work than simply translating ad copy. Advertisers need to adapt keywords, messaging, landing pages, offers and overall brand communication.

Google’s new tool could reduce a significant portion of this operational workload. Marketers can quickly generate a localized campaign and spend more time reviewing translation quality, market fit and campaign performance.

However, businesses should not rely entirely on AI. Automated localization can provide a useful starting point, but it cannot account for every aspect of customer behavior in a specific market.

It is particularly important to check:

• whether the ad messaging sounds natural;
• whether the keywords match actual search behavior;
• whether offers have been properly adapted;
• whether the landing page meets local audience expectations;
• whether budgets and bids are appropriate;
• whether local brand-specific requirements have been considered.

Conclusion

Google Ads’ AI-powered campaign localization could make international Search expansion significantly faster. Instead of manually building campaigns for each country, advertisers can automatically generate a localized version and review it before launch.

At the same time, AI should be viewed as a tool for accelerating the process rather than a complete replacement for marketers, translators or local specialists. Localization quality, market relevance and campaign economics still require human oversight.

Ready to scale your advertising into new markets?

UAMASTER can help you launch and optimize Google Ads campaigns to attract customers in Ukraine and international markets. We develop strategies, set up campaigns, adapt advertising to target audiences and monitor performance.

Read this article in Ukrainian.