Google launches A/B testing for Performance Max assets (Beta)

Advertisers can now compare two sets of assets while keeping “common assets” consistent across both versions. Tests can be set up from the Experiments page under the Assets sub-menu, allowing marketers to see which creative combinations perform best.

Google previously launched a similar experiment type for retail campaigns last year, and this expands the capability to all Performance Max campaigns.

Why we care. Performance Max campaigns rely heavily on automation, which has historically made testing specific creative assets tricky. This new feature gives advertisers more control over asset-level performance insights without disrupting the overall campaign.

The big picture. Tests will likely need to run at least four weeks to account for P-Max’s learning phase and ad delivery stabilization, meaning results won’t be instantaneous. But once complete, advertisers could make more informed decisions about which images, headlines, and videos drive results.

Between the lines. Asset-level A/B testing could become a key lever for improving Performance Max ROI, especially for advertisers managing multiple creatives and asset formats.

First seen. This update was first spotted by web marketer Dario Zannoni which he shared on LinkedIn.

The bottom line. While still in Beta, this experiment type promises a new level of transparency and control over automated campaigns — and could change how marketers approach asset strategy in Performance Max.

Dig deeper. About Performance Max optimization experiments: A/B testing assets (Beta)