We are excited to announce a significant expansion of the Google Ads A/B experiments feature set in the v24.1 release , launched yesterday, May 13, 2026. We know API functionality is critical for advertisers who manage large sophisticated accounts, and we want to give these advertisers the capability to better create and manage their A/B experiments at scale. This update broadens the platform's current scope, enabling advertisers to leverage the power of experiments for a broader range of testing scenarios to drive campaign performance.
Direct experiment reporting
One of the most requested enhancements is the ability to query experiment statistics directly through the API. Previously, you had to manually calculate statistics by querying campaign resources. With v24.1, we are exposing experiment arm-level and significance stats, including:
Control arm stats: The average value of metrics in the control arm.
Point estimates: The mean value of the difference between the control and treatment arms, calculated via the jackknife method.
Margin of error: The radius of the confidence interval.
P-values: Represents the calculated probability that the difference could have occurred by chance.
New experiment types
We are expanding support for a variety of experiment types to help you find the best configurations for your business:
Feature-specific tests (AI Max and broad match): Test the impact of enabling AI Max or broad match keywords. These use an intra-campaign workflow, where the feature is tested within the original campaign shared by both the control and treatment arms.
Custom video experiments : Run custom experiments consisting of Video campaigns.
Performance Max replacement : Test how your Shopping campaigns perform compared to Performance Max.
Performance Max asset optimization : Specifically for Performance Max, you can test different variations of assets including text, images, and videos. This asset optimization workflow helps determine which creative combinations drive the best results.
While these updates cover a significant number of use cases, we are continuing to work on the platform and plan to introduce even more experiment types in future releases.
Where can I learn more?
Updated documentation and code examples are available on the Google Ads API Developer site . We also encourage you to join the discussion and share your feedback on our Ads and Measurement Community Discord server .
