Skipping New vs New Test?
đŻ Why Comparing New Ads to Champions is Killing Your Creative Testing, Google Tightens the Loop Between AI Traffic, Local Conversions, and Setup UX, and more!
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In this newsletter, youâll find:
đŻ Stop Comparing New Ads to Champions, Itâs Killing Your Creative Testing
đ§ Google Tightens the Loop Between AI Traffic, Local Conversions, and Setup UX
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đŻ Stop Comparing New Ads to Champions, Itâs Killing Your Creative Testing
Every brand says they âtestâ creative. But 90% are doing it wrong.
They throw fresh ads into the same campaign as winners and wonder why new ones ânever get delivery.â Or worse, they declare a new concept dead after 3 days because it couldnât beat a 6-month-old powerhouse already blessed by the algorithm gods. Thatâs not testing. Thatâs sabotage.
đ§Ș Phase 1: New vs New (Not New vs God Mode)
Before you put a fresh creative against your top performer, make it survive the arena of its peers.
Youâre not just testing ads, youâre testing hypotheses. That means version A vs B vs C under identical conditions. No unfair budget advantages. No recycled audiences. Just a level playing field that lets the real insight emerge: which direction actually has legs?
This is where most brands fail. They skip this phase entirely, then wonder why nothing âbeats the control.â
đ Phase 2: Winner vs Winner
Once you have a mini-winner from your batch of new concepts, then you pit it against your current best performer.
At this stage, the playing field doesnât have to be perfectly even; Facebook favors history. But youâve earned the right to challenge it now. Think of this as a championship match, not a draft round. Youâre not looking for marginal CTR bumps here. Youâre looking for a sustainable uptick in CPA, ROAS, or CVR at scale.
đ Phase 3: Smart Scaling (Without Panic)
When a new creative wins, donât rip out everything else. Phase it in. Let it earn volume over 5â7 days before shifting budgets or changing CBO weight.
Most brands think theyâre being âdata-driven,â but what theyâre really doing is overreacting to day-one volatility. The best creative doesnât spike, it sustains.
đ„ Why This Wins
If you skip new-vs-new testing, youâll never know whether an ad failed because it sucked⊠or because you never gave it a fair shot. Proper creative testing is not about finding a hit, itâs about building the system that finds hits consistently. This 3-phase OS is how real performance teams do it.
đ§ Google Tightens the Loop Between AI Traffic, Local Conversions, and Setup UX
Google just rolled out three major updates: AI Mode metrics now appear in Search Console, PMax prioritizes local-intent users, and conversion setup gets a beginner-friendly overhaul, reflecting a shift toward more accountable AI, high-value offline actions, and usability for newer advertisers.
The Breakdown:
Conversion Setup Goes Step-by-Step for Simplicity - Advertisers now get a 5-step guided UI for setting up conversion tracking in Google Ads. You choose the action type, pick manual vs codeless events, and follow a clean layout for tagging and install.
AI Mode Metrics Now in Search Console - Clicks, impressions, and position from AI Mode are now counted like regular search results. Each AI component (card, image, carousel) is ranked individually, and follow-up queries are treated as new searches. You still canât filter for AI Mode only, but itâs a crucial visibility upgrade.
PMax Shifts Toward Offline, High-Intent Users - Starting June 17, PMax and Smart Campaigns will favor users on Maps and Search with strong local intent. That means fewer conversions, higher CPCs, but better in-store quality and downstream value. Google recommends adjusting bidding targets and expanding offline goals.
Google is aligning AI visibility, offline purchase behavior, and ad onboarding into one coherent direction. The message is clear: smarter automation, simpler entry, and stronger local outcomes. If you're not adjusting to this shift now, you'll feel it in your Q3 results.
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