Google Ads has introduced a Beta functionality that enables advertisers to run A/B tests on images and videos directly within Demand Gen campaigns. This new capability helps marketers evaluate which creative variations generate stronger engagement and conversion results.

How It Works

Set up an experiment with two testing arms (control and variant).

Google automatically replicates your original campaign so you can modify creative assets—adding or removing images or videos in each arm.

You can review whether features like video enhancements are enabled for each variant.

Allocate traffic distribution (commonly split 50/50) and assign a total campaign budget.

Define the start and end dates for the experiment.

Key Considerations

Any updates applied to the control campaign during the test will also reflect in the variant arm. However, edits made to the variant will not sync back to the control version.

For reliable test results, avoid making changes to the variant campaign once the experiment is configured and saved.