Google announced on August 20, 2026 that new AI Max testing and planning tools are rolling out in September. Advertisers can evaluate budgets, ROI targets and AI Max settings with more control before making broader Search campaign changes.
New AI Max experiments
Google is adding experiments that can test different budgets and ROI targets across multiple Search campaigns in one A/B test.
Brand and location controls
New AI Max experiments can run while specific brand and location controls remain enabled, helping advertisers test automation without removing important guardrails.
Performance Planner
Performance Planner can model how bidding or budget target changes may affect existing campaign performance, with an option to apply suggested changes from the planning flow.
How businesses should test
Use campaigns with reliable conversion tracking, define one business outcome, limit simultaneous variables and compare against a control before scaling.