Google Ads Performance Max A/B Experiments Rolling Out

02/10/26
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of Google Ads Introduces Controlled A/B Testing for Performance Max Creatives

**Google Ads** now supports **controlled A/B testing** within Performance Max campaigns, allowing advertisers to compare two asset sets in a single asset group. Users can define a traffic split, run experiments for 4–6 weeks, and identify the best performing creatives. This new feature streamlines **optimization** by enabling data-driven decisions directly in the Google Ads interface.

Optimixed’s Overview: Unlocking Precise Creative Testing with Google Ads Performance Max A/B Experiments

Introduction to Controlled A/B Testing in Performance Max

Google Ads has rolled out a beta feature that enables advertisers to perform controlled A/B testing on creative assets within Performance Max campaigns. This enhancement allows marketers to evaluate the effectiveness of two different asset sets side-by-side under a defined traffic allocation, improving campaign performance through evidence-based optimization.

How the Experiment Setup Works

  • Select a Performance Max campaign and choose one asset group for testing.
  • Define Asset Sets: Asset A acts as the control with existing live creatives, while Asset B includes new or alternative creatives to test.
  • Common assets are shared and continue serving across both variants.
  • Set the traffic split between Asset A and Asset B (e.g., 50/50) to evenly distribute impressions.
  • Launch the experiment and let it run for the recommended duration, typically 4 to 6 weeks, to gather sufficient data.
  • Monitor results and adopt the winning asset set to optimize the asset group’s performance.

Benefits of Using Performance Max A/B Testing

This new feature empowers advertisers to:

  • Make data-driven creative decisions without external tools.
  • Reduce guesswork by testing asset variations directly within campaigns.
  • Improve campaign ROI by quickly identifying high-performing creatives.
  • Streamline optimization workflows with integrated experiment management.