Performance Max built-in A/B testing for creative assets spotted

Google is rolling out a beta feature that lets advertisers run structured A/B tests on creative assets within a single Performance Max asset group. Advertisers can split traffic between two asset sets and measure performance in a controlled experiment.

Why we care. Creative testing inside Performance Max has mostly relied on guesswork. Google’s new native A/B asset experiments bring controlled testing directly into PMax — without spinning up separate campaigns.

How it works. Advertisers choose one Performance Max campaign and asset group, then define a control asset set (existing creatives) and a treatment set (new alternatives). Shared assets can run across both versions. After setting a traffic split — such as 50/50 — the experiment runs for several weeks before advertisers apply the winning assets.

Why this helps. Running tests inside the same asset group isolates creative impact and reduces noise from structural campaign changes. The controlled split gives clearer reporting and helps teams make rollout decisions based on performance data rather than assumptions.

Early lessons. Initial testing suggests short experiments — especially under three weeks — often produce unstable results, particularly in lower-volume accounts. Longer runs and avoiding simultaneous campaign changes improve reliability.

Bottom line. Performance Max is becoming more testable. Advertisers can now validate creative decisions with built-in experiments instead of relying on trial and error.

First seen. Google Ads expert spotted the update and shared his view on LinkedIn.