Google Ads debuts centralized Experiment Center

Google Ads is rolling out a new Experiment Center, giving advertisers a single place to test, measure, and compare campaign performance.

What’s new. Google has launched a new help page introducing the Experiment Center, a unified dashboard that brings together traditional Experiments and Lift Studies under one roof. Advertisers can now manage tests around bidding, targeting, and creatives alongside studies measuring brand, search, or conversion lift.

Why we care. Experimentation in Google Ads has historically been fragmented, with A/B tests and lift studies living in different places. A centralized hub lowers friction and makes it easier for advertisers to validate strategy before scaling spend.

How it works: The new layout streamlines setup and reporting, surfacing key insights from tests in one place instead of across multiple tools. This makes it easier to compare outcomes, understand impact, and move from testing to action faster.

Between the lines. The Experiment Center builds on Google’s recent push toward experimentation, following updates like expanded A/B testing in Shopping and Performance Max campaigns and more recently their Campaign Mix Experiments beta. As automation takes on more decision-making, advertisers will need these new ways to test changes, prove impact, and regain confidence in an increasingly opaque system.

Bottom line: Advertisers should start using the Experiment Center to formalize testing around bidding, targeting, and creative, using lift studies and experiments to validate changes before rolling them out at scale.

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