Google Ads hands advertisers more control with RSA asset stats, AI Max targeting, and experiments

Google just rolled out three updates that give PPC pros sharper tools — if they can resist the urge to over-optimize.

Responsive Search Ads now show click and conversion data for each asset

For years, Google’s Responsive Search Ads were a black box when it came to asset performance. Advertisers could load up to 15 headlines and four descriptions, but only saw impressions per asset — no click or conversion breakdowns.

Now, asset-level click and conversion metrics are live in accounts. That means you can:

• Identify underperformers and cut them (e.g., 100+ clicks, zero conversions 🚮)
• Pin high performers for consistent visibility
• Build new RSAs from your top 3–7 assets for more focused testing

The catch: Google still only shows impressions at the combination level, so you can’t see exactly how headline A + description C performs in tandem. And while pinning helps control creative, it can hurt “ad strength,” which loosely correlates with impression volume.

AI Max for Search adds “Locations of Interest” targeting

Location intent targeting — long a staple in Display and YouTube — is now live in AI Max for Search.

Instead of only targeting where a user is, advertisers can target where they want to be. Perfect for:

• Travel brands targeting people searching for “hotels in Miami” while sitting in Chicago
• Local service providers catching relocators before they move
• Event marketers reaching attendees in advance

It’s an ad group–level setting that stacks on top of existing geo-targeting. And you can add multiple “locations of interest” without matching campaign-level locations.

AI Max experiments remove the campaign clone headache

Google also launched a built-in AI Max experiment tool for Search campaigns. Instead of duplicating campaigns for A/B tests, you can now run a 50/50 split within the same campaign.

Key details:

• Found under the new “Choose a variable to test” section
• Auto-enables Search Term Matching and Asset Optimization
• Customizable at campaign or ad group level
• By default, applies winning settings automatically (you can turn that off)

The upside? Faster tests, cleaner accounts, and quicker statistical confidence.

Operator take

This is a triple win for operators — more data, more intent-based targeting, and less operational drag. But there’s a danger here: more metrics often tempt teams into knee-jerk tweaks that undermine Google’s AI learning.

Use the new RSA asset stats to confirm obvious dogs, not to micromanage every creative. Test “Locations of Interest” for campaigns where intent truly matters, not just to check a targeting box. And let AI Max experiments run their course before declaring victory.