Google has announced the introduction of new testing and planning tools for AI Max, aimed at helping businesses maximize the performance of their Search campaigns. These additions focus on experimental budgeting and more accurate result forecasting.
Expanded A/B Testing and Controls
Rolling out in September, Google is introducing a way for advertisers to run A/B tests across multiple Search campaigns simultaneously to test different budgets and ROI targets. This feature is designed to show exactly how scaling campaigns impacts the bottom line.
Furthermore, AI Max experiments are becoming simpler for those relying on specific brand or location controls. New capabilities allow users to run tests with these settings enabled, enabling businesses to confidently assess the impact of AI Max without compromising established guardrails.
Performance Planner and One-Click Implementation
The Performance Planner tool is also receiving updates, allowing users to see how adjustments to bidding or budget targets might impact existing campaign performance. These suggested changes can now be applied directly to campaigns with a single click, streamlining the management process.
Google is encouraging advertisers to attend the virtual Rethink 2026 event to learn more about scaling performance with Google AI and discovering the latest industry best practices.
