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GOOGLE ADS UPDATE · AI MAX |
Google expands AI Max with new testing and planning tools
From September, advertisers can test budgets and ROI targets across multiple Search campaigns and forecast changes before applying them. |
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Hi,
Google is expanding AI Max for Search campaigns with new testing and planning capabilities designed to show advertisers what could happen when they change budgets, ROI targets or campaign settings.
The update adds multi-campaign A/B testing, support for brand and location controls inside AI Max experiments, and expanded Performance Planner forecasting. |
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THE KEY POINTS
| 01 |
Multi-campaign A/B testing
Starting in September, advertisers can test different budgets and ROI targets across multiple Search campaigns in one experiment. |
| 02 |
Keep brand and location controls
AI Max experiments will support brand and location controls, so advertisers can test automation without removing important campaign guardrails. |
| 03 |
Performance Planner expands
Performance Planner will forecast how changes to bidding and budget targets could affect existing campaign performance before you make them. |
| 04 |
Apply recommendations faster
Advertisers can apply Google’s suggested changes directly from Performance Planner with one click, shortening the path from forecast to implementation. |
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WHY THIS MATTERS
AI Max is becoming easier to test before you scale it.
The biggest improvement here is not another automation feature. It is better evidence. Multi-campaign experiments can show whether higher budgets or different ROI targets create incremental value across a broader part of the account, while brand and location controls make those tests more realistic for businesses with strict requirements. |
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My recommendation
If you are already considering AI Max, I would use the new experiment options before making large account-wide changes.
Start with a clear hypothesis: what happens if you increase budget, loosen or tighten the ROI target, or enable AI Max while keeping the controls your business actually needs? Then judge the result at the account level, not only campaign by campaign. The new Performance Planner forecasts can help you decide which changes are worth testing first. |
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SOURCE: SEARCH ENGINE LAND · AUGUST 20, 2026
Talk soon,
Adriaan |