Google Ads just rolled out new testing tools for Search and AI Max, and this one's actually useful for how you plan changes, not just how you run them. If you manage Google Ads campaigns as part of your paid search strategy, these updates are worth building into your workflow.
Multi-Campaign Search Experiments Coming in September
Right now if you want to test a budget increase or a new ROI target, you're doing it one campaign at a time. Starting next month, you'll be able to run that test across multiple Search campaigns in a single A/B experiment, with a control group to compare against. If you manage a portfolio of campaigns, this saves you from testing each one in isolation and lets you see the real impact of scaling a strategy across the board.
AI Max Experiments Can Now Keep Brand and Location Controls
This one fixes an annoying gap. Before this, if you wanted to test AI Max, you sometimes had to strip out your brand controls or geo restrictions just to run the experiment, which meant your test results didn't actually reflect how the campaign would behave once live. Now those guardrails can stay in place during testing, so what you're measuring is closer to reality.
Performance Planner Adds One-Click Changes
You can see how a bidding or budget change might affect your existing campaigns, pick which campaigns you actually want to update, and apply it directly. Everything gets logged in Bulk Actions too, so you can undo it if something goes sideways.
What This Means for Advertisers
Google keeps automating more of the decision making in Search and AI Max, and these tools are its way of giving advertisers a way to sanity check those decisions before committing budget to them. Worth watching if you run or manage paid search accounts, since the gap between "plan a change" and "apply a change" just got a lot shorter.
If you'd rather have a team stay on top of these changes and manage the testing for you, talk to our PPC and digital marketing specialists about optimizing your Google Ads account.
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