One-click AI Max experiments introduced for Search campaigns

A dedicated AI Max experiment type lets advertisers test AI Max within a single Search campaign using a 50/50 traffic split between a control arm (AI Max off) and a trial arm (AI Max on), with results that can auto-apply.

Experiments enable search term matching and asset optimization by default and cannot be created for campaigns targeting Display, using shared budgets, portfolio bid strategies or existing text customization. Google formally announced the feature with the global AI Max beta on September 10, 2025.