Google updates Google Ads with AI Max testing tools and bidding adjustments

Google is introducing new testing and planning tools for its AI Max features within Google Ads to allow advertisers to evaluate automated campaign performance more systematically. These updates include multi-campaign A/B testing for budgets and ROI targets, expanded Performance Planner capabilities for forecasting, and the ability to maintain brand and location controls during experiments. Multi-campaign testing is expected to begin in September 2026.

Additionally, Google has updated its documentation regarding Maximize conversion value bidding. The company has reduced the recommended waiting period for campaigns to stabilize after reporting changes, lowering the requirement from three conversion cycles to just one or two cycles for Search and Shopping campaigns.