Microsoft Ads Now Lets You Test Performance Max Changes Before Going Live

New experiment types help paid search managers validate upgrade strategies without risking campaign performance.

The 5-second version

  • Microsoft Advertising rolled out Performance Max experiment betas, including new Max upgrade and uplift experiment types.
  • Experiments let you test changes to live campaigns in a controlled environment before full deployment.
  • This reduces risk when scaling or optimizing your paid search spend.

Microsoft Advertising announced new beta experiment types for Performance Max campaigns. You can now run Max upgrade and uplift experiments, giving you a low-risk way to test strategy changes before they hit your full budget.

Why Experiments Matter for Your Paid Search Budget

Performance Max campaigns automate a lot of the heavy lifting, but they still require smart decisions about budget, bids, and targeting. When you want to test a new approach, experiments isolate the impact on a test group while your control group keeps running normally. That means you get real data on whether a change is worth rolling out to 100 percent of your spend.

Without experiments, you either make a change and hope for the best, or you stay conservative and miss upside. Experiments close that gap.

What the New Experiment Types Do

  • Max upgrade experiments test moves like changing your bid strategy, adjusting budget allocation, or tweaking targeting rules on a segment of traffic.
  • Uplift experiments measure the incremental revenue or conversion lift generated by a specific change, not just cost per conversion.

Both types run in parallel with your live campaign, so you don't pause anything or risk losing visibility while you validate an idea.

How to Use This in Practice

Set up an experiment for any strategic change you're considering: a new audience segment, a higher daily budget to test scaling, a shift in bid strategy, or a seasonal messaging change. Microsoft Ads runs the test, compares results to your control, and gives you a clear picture of the lift or downside.

If the experiment shows positive results, you expand the change to your full campaign. If it underperforms, you keep your original setup and try something else. Either way, you keep learning and optimizing without burning budget on blind moves.

Source: Search Engine Roundtable, July 3, 2026.

Questions owners ask

What exactly are these new Performance Max experiments?

Microsoft Advertising added new experiment types called Max upgrade and uplift experiments. They let you test changes to a live Performance Max campaign on a portion of your traffic before rolling out to 100 percent.

Why would I want to experiment instead of just updating my campaign?

Experiments show you the real impact of a change (like a new bid strategy or budget shift) on a test group versus your control group, so you avoid wasting spend on changes that don't work.

How do I know if an experiment result is worth acting on?

Microsoft Ads runs the experiment long enough to give you statistical confidence in the results. You review the performance lift or uplift data and decide whether to apply the change to your full campaign.

Can I run multiple experiments at once?

The source does not specify limits on concurrent experiments, so check Microsoft Advertising documentation or contact your account team for guidance on best practices.

Sources