Google Intros AI Tools to Help Businesses Scale Search Campaigns

Google is unveiling artificial intelligence (AI) tools to help businesses scale search campaigns.

“Building on the one-click experiments in AI Max, we’re now introducing a way for you to test different budgets and ROI targets across multiple Search campaigns in a single A/B test,” the tech giant wrote on its blog Thursday (Aug. 20). “Rolling out in September, this will help you see exactly how scaling up your campaigns impacts your bottom line.”

For companies that rely on specific brand or location controls, A/B testing is now simpler, the blog post said, as new AI Max experiment capabilities let businesses run tests with these settings enabled, so they can test the impact of AI Max without disrupting those guardrails.

In addition, Google says its Performance Planner now lets businesses see how changes, like bidding or budget targets, could impact campaign performance.

“In one click, you can apply those suggested changes directly to your campaigns,” per the blog post, written to promote the company’s upcoming “Rethink 2026” event.

PYMNTS wrote last week about the latest AI models from Google and OpenAI, saying that each company “put speed at the center of the pitch,” and are both “starting to treat response time as something businesses will pay for on its own.”

Both models debuted on the same day. OpenAI’s new tier is dubbed Ultrafast, running the company’s GPT-5.6 Sol model up to 14 times faster than the standard tier, at up to 750 output tokens per second.

Google’s new model, Gemini 3.7 Flash is its “most intelligent workhorse model yet for coding and agents” according to the company’s announcement.

“Both launches point to the same shift. For two years, AI pricing has mostly come down to how capable a model is and how much a company uses it,” PYMNTS wrote. “Speed is becoming a third feature companies are being asked to pay for on its own.”

The report posited a future in which businesses divide their AI spending into “fast” and “slow” lanes: fast for jobs where a delay can be costly, like a customer chatting live, or real-time fraud checks, and slow for jobs where a wait is less important, like an overnight report.

“This week’s launches from OpenAI and Google suggest both companies expect that split to become normal, something businesses will soon plan for deliberately rather than treat as an afterthought,” the report added.

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