AI Max experiments arrive in Google Ads: Here’s how they work

Google Ads rolled out a new AI Max experiment type for Search campaigns, aimed at streamlining how advertisers test AI-powered features – without duplicating campaigns.

Why we care. Traditional experiments require creating campaign copies, adding complexity and delaying results. This new format runs within the original campaign, splitting the budget 50/50 between control and test groups. The goal: faster, statistically valid insights.

How it works:

• Found under a new Choose a variable to test section, advertisers can now select AI Max for Search campaigns.
• The experiment auto-enables:
  • Search Term Matching
  • Asset Optimization
• Advertisers can customize these settings at the campaign or ad group level.
• By default, results are auto-applied. This can be turned off for more control.

Zoom out. The new setup is already visible in many accounts. For those looking for more details, Google Ads’ help page on AI Max Experiments breaks it down.

First seen. This update was first surfaced by marketing consultant Dario Zannoni.

Read more at Read More