When you copy a structured snippet extension from one Google Ads account to another, you expect the new copy to behave like a fresh, independent asset. Instead, a hidden bug in Google Ads Editor keeps the two copies linked behind the scenes. Changing the language setting in one account can automatically flip the same setting in the other, even though the extensions appear separate in the interface. This subtle glitch can wreak havoc on multi‑market campaigns that rely on precise localization.
What the Bug Is and Why It Matters
The problem originates in Google Ads Editor, the desktop tool that lets advertisers perform bulk edits, import and export data, and work offline. When a structured snippet extension is duplicated across accounts, the Editor mistakenly preserves a reference to the original snippet’s language configuration. As a result, the two snippets are not truly independent; they share a hidden link that synchronizes language changes. For advertisers who manage campaigns in multiple languages—such as Czech and Slovak e‑commerce sites—this can lead to unintentional mismatches in messaging, headlines, and call‑to‑action phrasing.
Because structured snippets are a key part of ad extensions that highlight product features, services, or other attributes, any language drift can confuse users, dilute brand consistency, and even violate local advertising regulations. The bug is especially problematic for agencies that maintain dozens of accounts across different regions, as a single oversight can propagate across a large portion of their client portfolio.
How the Bug Affects Campaigns
Marcin Wsół, a digital marketer who manages Czech and Slovak e‑commerce accounts, first noticed the issue when he switched a snippet from Czech to Slovak in one account. Within minutes, the same snippet in the other account reflected the change, even though he had not touched it. The two snippets still appeared as separate assets in the Google Ads UI, but any subsequent edits—such as adding new bullet points or adjusting the headline—would toggle the language setting back and forth.
Hana Kobzová, founder of PPC News Feed
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