Google Ads has launched a new experiment type designed to simplify testing AI Max features in Search campaigns. Unlike standard experiments that require duplicating campaigns, this method runs tests within the same campaign, using a fixed 50/50 budget split to produce faster, statistically valid results.
By default, the experiment enables Search Term Matching and Asset Optimization at the campaign level, with flexibility to adjust individual features at the campaign or ad group level. Results are set to auto-apply, but this setting can be turned off.
The new experiment setup is already available in many accounts, and a dedicated Google Ads Help page offers further details: About AI Max Experiments.
This update was found by Dario Zannoni.