Google will let advertisers run one A/B test across several Search campaigns starting in September, comparing budgets and ROI targets at the account level rather than one campaign at a time. AI Max experiments will also run with brand and location controls switched on, so an advertiser can measure what AI Max does without first stripping out the rules governing which brands and regions a campaign may target. That restriction had kept the tests out of reach for advertisers whose businesses require those limits. Performance Planner is picking up forecasting for bid and budget changes against campaigns already running, with a one-click option to apply whatever Google suggests.
