Built-in A/B asset experiments began appearing inside Performance Max asset groups
- Date
- Jan 12, 2026 (first reported)
- Primary source
- Search Engine Roundtable
Advertisers started seeing a native option to split traffic between two asset sets within a single PMax asset group. It was spotted in accounts before any Google announcement and reported on LinkedIn.
First covered by Search Engine Roundtable on Jan 12; Search Engine Land reported the beta on Feb 6 and SER documented it 'in the wild' on Feb 10. Google later formalized asset experiments at Google Marketing Live (May 20) and in June.
Sources
- open_in_newGoogle Ads Performance Max A/B Testing AssetsSearch Engine Roundtable · Jan 12, 2026
- open_in_newPerformance Max built-in A/B testing for creative assets spottedSearch Engine Land · Feb 6, 2026
- open_in_newGoogle Ads Performance Max A/B Experiments In The WildSearch Engine Roundtable · Feb 10, 2026
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