Google Ads Introduces A/B Testing for Demand Gen Creatives to Help Advertisers Optimize Performance

Google Ads has announced a powerful new update that allows advertisers to run A/B tests on creatives within Demand Gen campaigns, marking a significant advancement in campaign optimization and performance testing. This new feature aims to help marketers make more informed creative decisions based on real performance data.

With Demand Gen campaigns designed to engage consumers across YouTube, YouTube Shorts, Discover, and Gmail, the new A/B testing functionality empowers advertisers to test two distinct creative variants to determine which resonates more effectively with their target audience.

A/B Testing Now Built Into Demand Gen Campaigns

According to Google, advertisers can now set up ad variant experiments directly in the Google Ads interface. Each experiment splits the campaign’s budget evenly between two creative strategies. Performance is then measured against predefined metrics such as click-through rate (CTR), conversions, and engagement, providing insights into what messaging or visual elements drive the best outcomes.

Also Read: Vistar Media and Acxiom Join Forces to Elevate Precision in Out-of-Home Advertising

This aligns with Google’s broader push toward data-driven creative optimization, offering more transparency and control in campaign management.

Key Features of the Update:

• Native Integration: A/B testing is now seamlessly integrated into the Google Ads platform-no third-party tools or manual setup required.
• Performance Clarity: Advertisers get clear visibility into which creative performs better based on Google’s reporting metrics.
• Strategic Insights: Brands and agencies can now experiment with different messaging, visuals, calls-to-action, or formats to fine-tune their campaigns for higher ROI.
• Broad Reach: Experiments can be run across Google’s full Demand Gen inventory, including high-engagement platforms like YouTube and Gmail.

Why It Matters for Advertisers

This update is particularly beneficial for B2B and B2C marketers focused on maximizing every dollar of their media spend. Rather than guessing which creative will drive results, advertisers can validate hypotheses using controlled, scalable experiments.

The ability to test creatives in a native environment also streamlines workflows and ensures faster iterations, leading to better-informed creative strategies.

Getting Started

Advertisers can create A/B experiments by navigating to the Experiments tab in Google Ads and selecting the Demand Gen campaign they want to test. From there, they can configure creative variants and define success metrics. Google’s help documentation provides step-by-step guidance for campaign setup and result interpretation.