A 'Save and test asset group changes' A/B test toggle appeared in Performance Max asset groups

Google Ads appears to be rolling out an asset group A/B test option called "Save and test asset group changes," which measures how edits to headlines, descriptions, images and videos affect performance. The asset group cannot be edited while the experiment runs.

The flow sits under "Save and test asset group changes" in Edit assets, with a toggle labelled "Save asset group changes as an A/B test" and a "Save the experiment" option to commit the changes. The setting warns "You won't be able to make changes to your asset group while the experiment is running," so a full alternative creative set, including unique headlines, descriptions and images, is needed before starting one. It was spotted in the interface rather than announced.