Before you give automation more room

This edition looks at one decision for advertisers: how much room to give automation when the outcome that matters happens after the form is submitted.

Google Search has more ways to test AI Max

Google announced more flexibility for AI Max experiments with brand and location controls, plus support for testing changes to budgets and bidding targets. If you rely on strict geography or brand boundaries, this is a good reason to revisit whether a controlled experiment fits one campaign. Start by checking which controls and experiment options are available in your account.

Read Google’s announcement.

Meta placement controls are changing

Jon Loomer’s October 27 update describes changes to ad-set placement controls and account-level options. If you depend on manual placements, document the business reason for each exclusion and verify which settings are present for your objectives. In conversion campaigns, compare outcomes by creative fit and by the quality of the results you can reliably observe.

Read Jon Loomer’s placement breakdown.

What to test first

Choose one Search campaign with a clear landing page and a CRM stage sales uses consistently. Keep its existing approach as the control. Test AI Max within the same geography and report changes in qualified leads, cost per qualified lead, and spend on irrelevant terms. Set the stopping rule before launch and give recent leads enough time for sales review.

Use the AI Max test playbook to write the experiment brief.