Google Ads tests new Labs hub for experimental features

Google is piloting a Labs section inside the Google Ads platform, giving advertisers a centralized place to access early-stage experiments and tools.

Why we care. Instead of quietly testing features across scattered accounts, Google appears to be consolidating experiments into a single hub, making it easier for advertisers to discover and try new features before full rollout.

Details.

• The Labs section shows up at the bottom of the left-hand menu in select accounts.
• Early tests include features like “missed growth opportunities,” which highlight potential campaign improvements through bid or budget adjustments.
• Not all advertisers will have access to it.

First seen. The update was first spotted by Vojtěch Audy, PPC specialist at Na volné noze.

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