Google Ads Change History
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Change historychevron_rightGoogle Adschevron_rightApr 1, 2026

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.

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