'Budget or bidding targets' experiments appeared as a beta for Search campaigns

A new experiment variable labelled 'Budget or bidding targets for Search campaigns' started showing in the Google Ads experiments area as a beta. Google's in-product description says it tests different budget, target CPA or target ROAS amounts to find the optimal level of spending for a campaign.

Google announced multi-campaign A/B tests for budget and ROI targets on August 20, 2026 and said they would roll out in September; this is that feature arriving in accounts, carrying a beta label. Thomas Eccel spotted it and posted screenshots on LinkedIn.