# Google adds experiment tools to AI Max for Search ads

Published: 2026-08-22T05:34:41.438Z · Source: PPC Land (https://ppc.land/microsoft-retires-max-cpc-as-chatgpt-ads-defaults-to-automated-bidding/)
Source date: 2026-08-22
Flags: single-source — confirmation pending
Entities: google, bing, openai

Google added experimentation and planning features to AI Max for Search campaigns on August 21, including multi-campaign A/B testing arriving in September, the ability to run experiments with brand and location parameters enabled, and Performance Planner forecasts that apply directly to a campaign, per PPC Land. The rollout lands the same week Microsoft said it will retire the Max CPC bid-cap field for new non-portfolio campaigns on October 1, part of a broader pull toward automated bidding across ad platforms this year.

Why it matters: Two of the largest ad platforms narrowed manual bid control in the same week, extending a shift toward automated bidding — already visible in ChatGPT Ads' new default — that leaves AI-search advertisers less able to opt out of it.

## What this answers

**What's new in Google AI Max experiments?**

Google added multi-campaign A/B testing (arriving September 2026) and the ability to run AI Max experiments with brand and location parameters enabled, plus Performance Planner forecasts that can be applied directly to a campaign, per PPC Land.

**Is Microsoft Advertising getting rid of Max CPC bidding?**

Yes for new campaigns — Microsoft will retire the Max CPC field for new non-portfolio Max Conversions, Max Conversion Value, and Max Clicks campaigns on October 1, 2026, though existing campaigns and portfolio bid strategies keep it, per PPC Land.


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