"Google is rolling out controlled A/B testing for creatives directly inside Performance Max. You can now test two asset sets in a single asset group, with a defined traffic split and experiment structure. Select a Performance Max campaign and one asset group Define: - Assets A = control (existing live assets) - Assets B = treatment (new or alternative creatives) Common assets = shared assets that keep serving in both variants"
"Select a Performance Max campaign and one asset group Define: - Assets A = control (existing live assets) - Assets B = treatment (new or alternative creatives) Common assets = shared assets that keep serving in both variants - Set the traffic split between A and B (e.g., 50/50) - Launch the experiment and let it run for the recommended duration (typically 4-6 weeks) - Monitor experiment results and apply the winning asset set to the asset group"
Google Ads Performance Max supports controlled A/B testing of creative assets within a single asset group. Advertisers can define two asset sets: Assets A as the control (existing live assets) and Assets B as the treatment (new or alternative creatives), while designating common assets that continue serving in both variants. Campaign and asset group selection is required before setting a traffic split between A and B (for example, 50/50). Experiments are launched for a recommended duration of four to six weeks. Advertisers should monitor results and apply the winning asset set to the asset group to optimize creative performance.
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