Google Ads debuts centralized Experiment Center
Google Ads has launched a new Experiment Center, designed to give advertisers a centralized space to test campaign changes and evaluate performance before scaling budgets.
The new hub brings multiple testing tools together, simplifying how advertisers run experiments and measure real business impact across Google Ads campaigns.
What’s new in Google Ads
The Experiment Center is introduced through a newly published Google Ads help page. It combines traditional Experiments and Lift Studies into a single, unified dashboard.
From one location, advertisers can now:
- Test bidding strategies, targeting settings, and creatives
- Run lift studies measuring brand lift, search lift, or conversion lift
- Review results without switching between multiple tools
This marks a shift toward a more structured and accessible experimentation workflow inside Google Ads.
Why this matters for advertisers
Until now, experimentation in Google Ads has been fragmented. A/B tests, conversion experiments, and lift studies were scattered across different sections of the platform, adding friction and slowing decision-making.
By centralizing experimentation, Google lowers the barrier to testing. Advertisers can more easily validate changes, understand impact, and reduce risk before rolling out updates across full campaigns.
As automation increases, having reliable testing frameworks becomes even more critical.
How the Experiment Center works
The new layout focuses on simplifying both setup and analysis.
Advertisers can create experiments and lift studies from one interface, then view results side by side. Key performance insights are surfaced in a consistent format, making it easier to compare outcomes and draw conclusions.
Instead of piecing together results from different dashboards, teams can move faster from insight to action.
A broader push toward experimentation
The Experiment Center aligns with Google’s recent emphasis on testing and measurement. It follows several recent updates, including:
- Expanded A/B testing in Shopping campaigns
- More experimentation options within Performance Max
- The launch of Campaign Mix Experiments in beta
As Google Ads relies more heavily on automation and machine learning, advertisers have fewer direct controls. Structured experimentation helps regain confidence by showing what actually works.
What advertisers should do next
Advertisers should begin using the Experiment Center to formalize testing processes across their accounts. This includes:
- Validating bidding strategy changes
- Testing creative variations
- Measuring incremental lift before increasing spend
Rather than relying on assumptions or platform recommendations alone, advertisers can use experiments and lift studies to make data-backed decisions.
Bottom line
Google Ads’ Experiment Center makes testing more accessible, more visible, and easier to manage. For advertisers navigating an increasingly automated ecosystem, it provides a practical way to test strategies, prove impact, and scale with confidence.
First spotted
This update was first identified by Hana Kobzová of PPC News Feed, who shared early details about the new Experiment Center.