Google has expanded AI Max functionality for Search campaigns. From September, advertisers will be able to test different budgets and target ROI across multiple campaigns within a single A/B test. Previously, AI Max experiments ran in one-click mode but did not support comparing the impact of scaling on overall profit across campaign groups.
Tests can now run with active brand and geo restrictions in place. Earlier versions blocked experiments when those guardrails were enabled, forcing advertisers to choose between testing AI Max and maintaining control over brand and location targeting.
Performance Planner has also been updated. The tool now shows how bid or budget changes will affect current campaign results and applies recommendations in one click.
The updates are part of Google's preparation for its virtual Rethink 2026 conference, where the company will present industry practices in performance advertising.
