For short-term rentals and tourism in Portugal, three 2026 changes need attention: removal of campaign-level language targeting in Search and AI Max (end of September, according to a compilation), migration of eligible campaigns to AI Max since 1 September (Search Engine Land), which widens the searches reached, and the test of a reviews strip in Search ads. The plan: structure by language and intent with consistent keywords and pages, AI Max controls, measured direct bookings and genuine reviews.
The challenge: several languages, several markets
An accommodation in the Algarve or Lisbon sells to customers from several countries and languages, with different seasons and behaviours. Mixing everything into one structure makes measurement hard. The common practice was to separate campaigns by language with language targeting. With that option removed at campaign level in Search, separation depends more on keywords, ads and pages.
This isn’t a problem if the structure is clear and keywords and texts are in the audience’s language.
Language targeting removed: what to do
Relevant Audience’s compilation records the removal of campaign-level language targeting in Search and AI Max for Search at the end of September 2026. The source doesn’t explain what replaces it. Check in search terms in which language the click-generating searches are, use keywords and ads in the same language and apply cross negatives.
Landing pages in the ad’s language, with the language indicated in code when versions exist, improve conversion and consistency.
Short-term rental: multilingual structure
- Campaigns by language and intent
- Keywords, ads and pages in the same language
- AI Max with exclusions and weekly term review
- Bookings measured by language and source
- Genuine reviews and replies
AI Max and accommodation: opportunity and risk
According to Search Engine Land, since 1 September Google migrates eligible campaigns to AI Max, which widens the searches reached (term matching), personalises text and can expand the final URL. For accommodation, it may capture long, specific searches (“house with pool near the beach”), but also searches unrelated to the offer.
Configure brand exclusions, location and text guidelines, review search terms weekly and check that the expanded final URL leads to pages that make sense for the guest.
Direct bookings versus platforms
Advertising to bring the guest to a direct booking saves booking platform commissions, but requires a trustworthy site, good photography, clear prices, cancellation policy and secure payment. Measure booking rate by language and source, and compare cost per booking with the commission you would pay the platform.
If your site doesn’t convert, the first investment is in the page, not the ad.
If your site doesn't convert, the first investment is in the page, not the ad.
Reviews: the asset the ad doesn't replace
Search Engine Roundtable reported a Google test of a reviews strip in Search ads. Even without confirmation for Portugal, visible reviews weigh on the decision of whoever chooses where to stay. Ask guests for reviews, genuinely and without incentives that breach platform rules, answer all of them and show the best on the site.
A careful review and a polite reply to criticism are worth more than a brilliant ad.
Seasonality and budget
Tourism has peaks and troughs. Plan budget months ahead by market (those who book early and those who book late), reserve budget for demand periods and reduce off-season. Compare season to season, not month to month, and export historical data: Google Ads keeps daily data for 37 months, according to the compilation.
With Black Friday and Christmas, it’s worth considering early booking offers, provided they comply with the reference price rule.
How to choose who manages the ads
Ask for tourism or accommodation cases, multilingual structure, reports by language and source, AI text policy, bookings measured to the end and transparency about commissions. Distrust anyone promising “more bookings” without asking about capacity, prices and availability.
Ask how they deal with the removal of language targeting and with AI Max, and which controls they configure.
Questions for your manager
How do we separate languages in campaigns after September? Is AI Max on, with what controls? What share of bookings comes from the site and by language? How do we ask for reviews? How do we compare cost per booking with the platform commission?
If you want to review the multilingual structure of your accommodation or tourism business and booking measurement, I can help design a clear plan.
Frequently asked questions
Has language targeting disappeared?
At campaign level in Search and AI Max for Search, at the end of September 2026, according to a compilation. Confirm in your account.
Does AI Max suit accommodation?
It may capture specific searches, but requires exclusions and term review. Test with control.
Is direct booking worth it?
If the site converts and cost per booking is below the commission. Measure and compare.
Sources consulted
Keep reading
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