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Google Ads has two different experiment workflows for its AI-assisted features: AI Max experiments for Search campaigns and asset-optimization experiments for Performance Max. Choose the workflow that matches your campaign, confirm eligibility, and compare business outcomes and cost efficiency before adopting a change.
Choose the experiment for your campaign
| Campaign and test | What the experiment compares | What you need |
|---|---|---|
| Search: AI Max experiment | An AI Max-off control portion and an AI Max-on trial portion of the same campaign | An eligible Search campaign |
| Performance Max: asset-optimization experiment | Different asset combinations against a base asset set | An existing Performance Max campaign and base asset group |
These are separate workflows. Do not apply the Search experiment’s traffic-split setup to a Performance Max asset test.
Set up an AI Max experiment for Search
Google Ads Help describes an AI Max experiment as a test run. The newer flow tests settings within one existing campaign: Google assigns part of its traffic and budget to a control with AI Max off and the remainder to a trial with AI Max on. Google says this approach can reduce some setup errors and shorten the learning period; those are stated benefits, not guaranteed results for every account. Google Ads Help explains the experiment workflow.
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Start from Recommendations or Experiments
Google documents starting an experiment from Recommendations or configuring it through Experiments. The Experiments route allows more granular settings when the campaign meets the selection requirements. If you need distinct control and treatment campaigns, Google’s custom experiments use a copied campaign structure instead of the newer single-campaign AI Max flow.
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Review the treatment settings
AI Max’s main feature areas are search-term matching and asset optimization. In the experiment setup flow, text customization and final URL expansion are also included by default. You can change some treatment controls, so inspect the settings rather than assuming every test includes the same bundle.
- Brand inclusions or exclusions configured during setup apply to both control and trial for the experiment.
- During initial setup, you cannot make ad-group-level changes such as disabling search-term matching or adding URL inclusions. Google says you can edit settings later by editing the new campaign.
Check eligibility before you begin
The new AI Max experiment flow has restrictions. Google lists campaigns with Display Network targeting, shared budgets, portfolio bidding strategies, active experiments, or certain existing text-customization settings among the cases that can prevent use of the flow. Check Google’s current eligibility list and interface before planning a one-click setup; feature availability and interface details can change.
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Set up a Performance Max asset-optimization experiment
For Performance Max, Google’s API documentation describes asset-optimization experiments as comparisons of different asset combinations against a base set. The setup requires an existing Performance Max campaign and a base asset group. This is a distinct test from AI Max for Search, so use the Performance Max asset workflow rather than trying to configure Search traffic portions. Google Ads API documentation covers asset-optimization experiments.
Decide what counts as a better result
Before interpreting the test, define the primary business outcome and the period you will compare. Review conversions or conversion value alongside cost efficiency—CPA or ROAS, as appropriate for the campaign. Also check whether search terms, generated text, and landing-page choices stay relevant to the intended goal.
- Use the outcome metric that reflects the campaign’s objective, not a convenient secondary metric alone.
- Examine efficiency alongside volume or value so that a change in conversions is not mistaken for improvement if it comes with an unacceptable cost shift.
- Inspect the actual search terms, text, and destination choices for relevance to your offer and audience.
Google’s setup and reporting guidance does not establish a universal run duration, account-specific sample-size rule, or statistical significance threshold. There is no single evidence-based number of days or conversions that guarantees a sound decision for every campaign.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Put Google’s AI Max performance figure in context
In an April 2026 announcement, Google reported an average of 7% more conversions or conversion value at a similar CPA or ROAS for Search campaigns using the full AI Max feature suite—search-term matching, text customization, and final URL expansion—compared with campaigns using search-term matching alone. This is Google’s company-published comparison, not an independent result or a forecast for an individual account. Google’s announcement describes the comparison.
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