Google Ads is piloting a new experiment variable called “Budget or bidding targets for Search campaigns,” letting advertisers test different budget levels against target CPA or target ROAS figures to find optimal spend. Search Engine Roundtable reported the beta on September 10, citing a LinkedIn post from Thomas Eccel that included a screenshot of the option inside the Experiments panel.
The listed additions include A/B tests comparing budgets and ROAS or CPA figures spanning multiple Search campaigns, AI Max experiments that preserve brand and location controls, and Performance Planner recommendations that can be applied directly to a campaign. Google has not published its own documentation on the test or confirmed a broader rollout timeline.
The move fits a pattern of Google pushing advertiser control toward abstract targets rather than granular bid levers. Accounts enrolled in Experiments should watch for the option and treat any early results as directional, not conclusive, given the small test population typical of beta variables.
Search Engine Roundtable, citing a LinkedIn post from Thomas Eccel, reported the Google Ads beta on September 10, 2026.
