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Google Ads, Performance Max · · 2 min read · By Anthony McGrath

Google Ads launches asset group A/B testing in Performance Max

Google Ads now offers a toggle for A/B testing asset group creatives within Performance Max campaigns, letting you improve your ads with data.

Quick answer

Google Ads now includes a toggle to A/B test asset group creatives in Performance Max campaigns. This lets you compare ad messaging directly and boost campaign effectiveness.

Key takeaways

  • New toggle lets you A/B test creatives inside Performance Max asset groups
  • Improves insight into which ad messages and images perform best
  • Start testing two asset group versions and optimise based on results

Google Ads has rolled out a new toggle within Performance Max campaigns that allows advertisers to A/B test different creative messaging inside asset groups. This update, reported by Search Engine Land, marks a useful addition for those seeking clearer insights on what creative works best.

Performance Max campaigns use asset groups—collections of creatives such as images, headlines and videos—that Google's system optimises across multiple channels, including Search, YouTube and Display. Until now, testing variations within these asset groups has been tricky.

The new A/B testing toggle lets you run two versions of asset group creatives side-by-side to compare which one performs better. This is a practical way to spot the stronger message or format, reducing guesswork and making your ads more effective.

What is asset group A/B testing in Performance Max campaigns?

This refers to testing two variations of asset groups within a campaign to evaluate which creatives engage your audience best. Since Performance Max automates much of the ad delivery, this toggle gives you a simple tool to influence and learn from creative differences.

Why should you care?

Understanding which creatives drive clicks and conversions helps stretch your budget further. The ability to test directly inside Performance Max saves time and means you can optimise your campaigns more intelligently.

What can you do this week?

Log into your Google Ads account and look for the A/B testing toggle in your Performance Max campaigns. If it's available, try creating two asset group variations with different headlines or images. Run your test long enough to collect meaningful data and then switch to the better performing group.

For help with measuring returns or improving your strategy, check out my Free ROAS calculator or consider my Google Ads services.

What it means for you

You now have a straightforward way to compare ad creatives in Performance Max without extra tools. Start small tests, learn what works, and improve your Google Ads campaigns step by step.

Questions and answers

What is asset group A/B testing in Google Ads Performance Max?

It lets you test two different sets of creatives within asset groups to see which performs better in your campaigns.

How does A/B testing improve Performance Max campaigns?

By showing which creative mix drives more engagement, helping you spend ad budget more wisely.

Where can I find the A/B testing toggle in Google Ads?

Check your Performance Max campaign settings; the toggle appears there if available for your account.