If you're running Google Ads campaigns targeting either people in a particular geographic area, and/or that speak a particular language, then you may need to use keywords in that language.
Google Ads has several different options for how to run ads in various languages.
This video explains how to do that in Google Ads.
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Paul Hickey, Founder / CEO / Lead Strategist at Data Driven Design, LLC has created and grown businesses via digital strategy and internet marketing for more than 10 years. His sweet spot is using analytics to design and build websites and grow the audience and revenue of businesses via SEO/Blogging, Google Adwords, Bing Ads, Facebook and Instagram Ads, Social Media Content Marketing and Email Marketing. The part that he’s most passionate about is quantifying next marketing actions based on real data.