Google Ads experiments gained an auto-apply setting that is switched on by default
- Date
- Apr 1, 2026 (first reported)
- Primary source
- Search Engine Land
Bob Meijer reported that new experiments now auto-apply the winning variant unless the setting is turned off, with success thresholds selectable at directional, 80%, 85% or 95% confidence.
Because the setting defaults to on, experiments can change live campaigns without manual review. PPC News Feed also documented the new option in April.
Sources
- open_in_newGoogle Ads experiments now auto-apply results by defaultSearch Engine Land · Apr 1, 2026
- open_in_newAuto-Apply Option Added to ExperimentsPPC News Feed · Apr 1, 2026
Related changes
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