Make AI Max work for your business with new testing and planning tools.
Google introduces new AI Max tools for budget and ROI testing across Search campaigns, alongside Performance Planner updates for direct bid and budget adjustments.
Google is expanding its AI Max testing capabilities with a new feature that allows advertisers to run A/B tests across multiple Search campaigns while adjusting budgets and ROI targets. Scheduled for a September rollout, this tool aims to provide clearer insights into how scaling campaigns may affect financial outcomes. Advertisers can now include brand or location controls in these tests, ensuring guardrails remain intact while evaluating AI Max performance. The update addresses concerns about testing AI-driven optimizations without disrupting existing safeguards.
The Performance Planner tool has been enhanced to show how adjustments like bidding strategies or budget changes could impact ongoing campaign performance. Users can now apply these suggested optimizations to their campaigns with a single click, streamlining the process of refining strategies. This feature is designed to help advertisers make data-driven decisions without manual intervention, reducing the complexity of campaign management. The integration with AI Max experiments further consolidates Google’s push toward automated and scalable advertising solutions.
Google emphasizes the importance of testing AI Max’s impact on campaign performance while maintaining control over critical settings. The new testing framework allows for granular analysis of budget allocations and ROI projections, enabling advertisers to identify the most effective scaling approaches. This aligns with Google’s broader strategy to provide tools that balance automation with customization, particularly for businesses with specific operational constraints.
To support advertisers in adopting these tools, Google is hosting a virtual event, Rethink 2026, where industry best practices and updates on AI-driven advertising will be discussed. The event offers a platform to explore the latest advancements in Google’s AI Max and Performance Planner, with a focus on practical applications for businesses. Registration details for the event are available through Google’s official channels, providing an opportunity to engage with experts and peers in the field.