Google Ads lets you test images, videos in Demand Gen campaigns

Google is testing a new feature that allows advertisers to run A/B tests on images and videos within Demand Gen campaigns, marking a major step toward creative performance transparency.

How it works:

• Create an A/B test with two experiment arms.
• Google duplicates the campaign for comparison.
• Add or remove images and/or videos in either arm.
• Set traffic split (commonly 50/50) and total budget.
• Define your experiment dates.
• Optional: Review campaign opt-ins like video enhancements.

Note: Changes made to the control arm sync to the treatment arm – but not the other way around. Avoid editing the treatment campaign after setup.

Why we care. Until now, you’ve had limited tools to test how visuals perform in Demand Gen campaigns. This new A/B testing functionality gives you a structured way to compare creatives head-to-head and make data-backed decisions. You can now test different visuals across duplicated campaign arms and clearly measure which creatives drive better engagement and conversions.

Between the lines: This gives advertisers a clearer lens into which visual elements perform best – at a time when creative is increasingly driving performance in Google’s AI-heavy ecosystem.

Bottom line: With A/B testing for images and videos now available in Demand Gen campaigns, creative testing just got real. Leveraging it early will unlock stronger insights and more optimized results.

First seen. The update was first highlighted by Thomas Eccel, head of Google Ads at JvM IMPACT, on LinkedIn.