Last month, Google’s help page for native A/B testing in Performance Max campaigns was spotted. Now the feature was seen live. Advertisers can run asset-level A/B experiments within a single asset group, allowing structured tests without campaign duplication.
This beta lets users designate existing creatives as the control and test alternative assets as the treatment, with custom traffic splits and shared assets across both variants. Experiments should run for 4–6 weeks to ensure statistically valid results, especially in low-volume accounts.
This update was discovered by Matteo Braghetta.