Google announced new A/B testing capabilities for AI Max across multiple Search campaigns and planning features in Performance Planner to optimize advertising budgets and bidding targets.

Key Details

• Allows advertisers to test different budgets and ROI targets across multiple Search campaigns in a single A/B test rolling out in September
• Enables A/B testing with brand or location controls enabled without compromising guardrails
• Allows Performance Planner to forecast the impact of bidding or budget target changes and apply suggestions directly with one click
• Announced ahead of the Rethink 2026 virtual event focused on scaling performance with Google AI

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