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Test with ease and confidence

The Experiments tool can help you create, manage and optimise your experiments in one place.
Visit the Experiments page
Improve
Analyse
Optimise

Improve

Maximise performance for your campaigns

Test different ad campaign settings and new features in a safe environment, helping you drive better results for your business.

Analyse

Monitor your experiments

Understand how your experiment is performing in comparison to the original campaign, so you can make more informed decisions.

Optimise

Sync changes to your original campaign

To ensure your experiment stays valid, we’ll automatically update your experiment with any changes that you make in your original campaigns.

Grow your business with Google Ads

  • Student highlighting notes while studying.

    Fiverr uses experiments to save time

    Three hours saved a week per marketer
  • Colleagues around a table in a high rise building conference room.

    UnionBank uses experiments to gains incremental traffic

    +266% click-through rate
  • A person on a tablet designing and selecting colors.

    Canva increases conversions with experiments

    +60% in conversions

Partner with a Google Ads expert to set up your first campaign

  • We’ll get you up to speed on the latest platform updates
  • We’ll design a media plan that makes the most of your budget
  • We’ll help you launch your first campaign with hands-on guidance
Start now
A Google Ads expert and customer working together on a call.

Get started with Experiments

We know that using a new tool can be complicated. Click on the text below to learn how you can get started.
Get started
Set up your experiment
Choose the original ad campaign you want to test in your experiment. We’ll display the campaigns you selected and create the experiment.

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Learn more about Experiments

Check out this collection of resources to find thought leadership, tips and best practices to help you succeed with Google Ads.

Tools and campaigns that can help you meet your goals

Interested in learning more about what Google Ads has to offer? Click on the cards below to explore more related campaigns and helpful tools.

  • Insights Page

    Grow your business with insights and trends that are tailored to your business.
    Learn more

  • Recommendations Page

    Improve your campaign performance and efficiency with suggestions that are tailored to your needs.
    Learn more

  • Google Ads Mobile App

    Stay connected to your campaigns on the go, monitor your campaigns in real time and take quick action to improve performance.
    Learn more

Frequently asked questions

What are Google Ads Experiments?

Google Ads Experiments let you test how different campaign settings affect the performance of your ads. When you run an experiment, you can compare the results against your current campaign and see which one performs best. If your experiment delivers better results, you can apply the changes to your current campaign.

Learn more about how experiments help you drive better results for your business by visiting the About the “Experiments” page (formerly drafts and experiments).

How do I set up an Experiment for my Google Ads campaign?

To set up a Google Ads Experiment, click the “Campaigns” icon in your Google Ads account. Select “Experiments” from the dropdown menu, click the plus sign and then select “Custom experiment.” You’ll be asked to select the campaign you want to test. Click “continue” to set up your experiment.

Learn more how to set up an experiment by visiting the Set up a custom experiment page.

What type of elements can I test within my campaigns with Experiments?

The elements you can test with Google Ads Experiments depend on the type of campaign you’re running. For example, for Search and Display ads, you can test:

  • Smart Bidding
  • Keyword match types
  • Landing pages
  • Audiences
  • Ad groups

You can also A/B test different features and settings for video ads and Performance Max campaigns. Learn more about how to set up and monitor experiments by visiting the Monitor your experiments page.

Is there a risk of hurting my campaign performance by running Experiments?

No, Google Ads Experiments won’t hurt your campaign performance. When you run a Google Ads Experiment, you only allocate a portion of your campaign budget to the test. Your original campaign runs along with the experiment, so your performance metrics aren’t affected. That way, you’ll have a true comparison between your original campaign and the experiment so you can see what’s working better for your business.

Learn more about testing methodologies by visiting The statistical methodology behind experiments page.

How do I test ads on Google Ads?

With Google Ads Experiments, you can test different ad variables and campaign settings to see which ones perform better. Experiments run side-by-side with your original campaign so you can test your changes without impacting your original campaign results.

Learn more using Experiments to improve your campaign performance by visiting the About the “Experiments” page (formerly drafts and experiments).