Google is rolling out structured asset A/B testing for Performance Max campaigns as of June 11, 2026, giving advertisers their first real framework for validating creative decisions inside PMax. That headlines a packed day that also includes a hard API sunset, a critical consent mode deadline days away, phone call attribution changes, a new data retention cap already in effect, and the September AI Max migration looming closer. Here is everything that matters in today's Google Ads news.
Performance Max Gets Structured Asset A/B Testing (Rolling Out Now)
Google is releasing asset experiments for Performance Max campaigns, as reported by Search Engine Land. The new feature lets advertisers compare entire asset groups against each other, isolate the impact of adding individual assets, or run seasonal creative against evergreen variants. Assets generated through Google's Asset Studio are also eligible for testing.
Conversion lift studies and standard experiments are being consolidated under a single Experiments page in the Google Ads UI. MCC-level support and API access are expected in the coming weeks.
This is a meaningful upgrade. PMax has been criticized since launch for its creative black box problem: advertisers pour assets in but have limited visibility into what actually drives performance. Structured A/B testing gives teams a data-driven framework to validate creative before scaling budget behind it. If you run PMax campaigns, start planning your first experiment now while the rollout is still fresh and competition for learnings is low.
Google Ads API v20 Sunsetted June 10, Hard Errors Now Live
Google Ads API v20 officially died yesterday, June 10, 2026. All v20 requests now return hard errors. There is no grace period.
If your team runs custom scripts, automated bidding pipelines, or third-party integrations that were still calling v20 endpoints, those are broken right now. The fix is migrating to a currently supported API version immediately.
This is especially urgent for agencies managing multiple accounts at scale. A single outdated integration can cascade across an entire MCC. The Google Ads Developer Blog also published a separate update on the same date covering Demand Gen and DV360 API changes, so teams should review all active integrations, not just core Ads API calls.
June 15 Consent Mode Deadline: Four Days Away
Starting June 15, Google is restructuring how data flows between GA4 and Google Ads. The ad_storage parameter in Consent Mode becomes the single gate controlling all ad data collection for linked Ads accounts. The previous dual-gate system, where Google Signals inside GA4 could override Ads-side behavior, is being eliminated entirely.
This matters because misconfigured consent banners will now cause silent losses. Reporting accuracy, remarketing audience populations, and ROAS measurement can all degrade without any dashboard warning. There is no error message. The data simply stops flowing.
If you have not audited your Consent Mode implementation in the last 30 days, do it before the weekend. Check that ad_storage fires correctly across all consent scenarios. Verify your tag configuration in Google Tag Manager or your CMP. The cost of getting this wrong is invisible data loss that compounds daily. As reported by UniConsent, this is one of the most consequential privacy-related changes Google has made to its Ads data pipeline.
Phone Call Attribution Changes Also Hit June 15
The same June 15 date brings a separate change to phone call attribution. Advertisers without updated tracking setups will lose visibility into which keywords, ads, and campaigns are driving phone calls.
As a reminder, call-only ads can no longer be created as of February 2026 and will stop serving entirely by February 2027. Later in 2026, IP addresses collected by the Google tag will also be encrypted before flowing to linked Google Ads accounts, with that behavior governed by Ads-side settings rather than Analytics-side settings.
As reported by Invoca, advertisers who rely on call conversions need to verify their call tracking configuration before June 15. This is particularly critical for local service businesses, legal firms, and healthcare advertisers where phone calls represent a significant share of conversion volume. If you have already dealt with attribution fixes in complex accounts, the process will be familiar. If you have not, start now.
Google Ads Granular Data Now Capped At 37 Months
This one took effect June 1, 2026, and many advertisers still have not noticed. Google Ads now enforces a 37-month retention limit on granular reporting data: hourly, daily, and weekly breakdowns. This reverses the prior 11-year policy and affects the Google Ads API, scripts, and BigQuery pipelines. Reach and frequency metrics carry an even shorter three-year limit.
The most dangerous edge case, as PPC Land reported: if you use BigQuery and manually trigger a backfill for dates older than 37 months, the process can actively overwrite and destroy existing historical data in your tables. This is not a theoretical risk. It is a data destruction scenario triggered by a routine operation.
If you maintain long-term reporting for clients or internal analysis, export and archive anything older than 37 months now. Do not assume your existing BigQuery tables are safe just because the data was already there.
DSA-To-AI-Max Auto-Upgrade: September Deadline Approaching
Google confirmed that Dynamic Search Ads, automatically created assets, and campaign-level broad match settings will all be automatically upgraded to AI Max for Search starting in September 2026. New DSA creation ends at the same time.
Google's published claim is that the full AI Max feature suite delivers 7% more conversions at similar CPA or ROAS. However, independent research has produced mixed results. One study across 250+ retail campaigns showed 35% lower ROAS compared to traditional match types.
The guidance from Google and from most practitioners: migrate voluntarily now rather than waiting for the forced migration. Voluntary migration lets you control the transition, preserve campaign settings, and establish a performance baseline before the switchover. A forced migration in September means Google handles the conversion on its timeline, with less advertiser control. If you are still running DSA campaigns, this is worth prioritizing before it is decided for you.
What Else We Are Watching
DV360 API now supports Demand Gen campaigns. Starting June 10, Display and Video 360 API users can manage Demand Gen campaigns programmatically, eliminating the need for manual UI management. This is part of Google's push to make Demand Gen a first-class campaign type across its platform stack.
PMax product reporting expands June 15. The Google Ads API will transition PMax product reporting to include data from all PMax networks, not just a subset. Teams pulling product-level PMax data programmatically should audit their queries and dashboards before the cutover.
Both of these changes create additional migration and QA work for technical teams, especially agencies managing large advertiser portfolios.
How groas Adapts To Changes Like These
Today's roundup covers an API sunset, a consent mode overhaul, attribution changes, data retention caps, and a forced campaign migration, all landing within the same two-week window. For most teams, each of these requires separate audits, code changes, and QA cycles.
This is where groas earns its keep. The proprietary engine, trained on over $500 billion in profitable ad spend, updates continuously as Google ships changes. API migrations, consent configurations, and reporting adjustments happen automatically. In DFY, a dedicated senior strategist owns every decision and ensures nothing breaks. In DWY, the strategist flags exactly what needs attention and works alongside your team. In DIY, agencies get engine updates the moment they are live.
No one has to monitor developer blogs at midnight or scramble through weekend consent audits. groas adapts so your campaigns keep running.
That Is June 11, 2026
Big day. PMax asset testing gives advertisers a long-requested creative experimentation framework. The June 15 consent mode and call attribution deadlines are now four days out and demand immediate action. The 37-month data cap is already live. And the September AI Max migration is close enough to start planning for.
We will be back tomorrow with the next roundup. If you missed yesterday's edition, catch up there.
Frequently Asked Questions
What Is The New Performance Max Asset A/B Testing Feature In Google Ads?
Google is rolling out structured asset experiments for Performance Max campaigns that let advertisers compare entire asset groups head to head, test the impact of adding individual assets, or measure seasonal creative against evergreen alternatives. The experiments also support assets built through Google's Asset Studio. Results are delivered via conversion lift methodology, and Google is unifying experiments and conversion lift studies under a single Experiments page. MCC and API support are expected in the coming weeks. This gives PMax advertisers their first structured, data-driven way to validate creative decisions before committing budget at scale.
What Happens Now That Google Ads API v20 Has Been Sunsetted?
As of June 10, 2026, all API requests using Google Ads API v20 return hard errors. Any scripts, automation pipelines, or third-party integrations still running on v20 are now broken and must be migrated to a supported version immediately. There is no grace period. Teams using groas do not need to worry about these migration deadlines. The groas engine updates to supported API versions continuously, so campaigns keep running without interruption while other advertisers scramble to fix broken automations.
How Does The June 15 Consent Mode Change Affect Google Ads?
Starting June 15, 2026, Google is making ad_storage in Consent Mode the sole parameter controlling all ad data collection for linked Google Ads accounts. The previous system where Google Signals in GA4 could override Ads-side behavior is being eliminated. If your consent banners are misconfigured, you risk silent losses to reporting accuracy, remarketing audiences, and ROAS measurement with no dashboard warning. You should audit your Consent Mode implementation before the deadline hits.
Will Google Automatically Upgrade My DSA Campaigns To AI Max?
Yes. Google confirmed that Dynamic Search Ads, automatically created assets, and campaign-level broad match settings will all be automatically upgraded to AI Max for Search starting in September 2026. New DSA creation will also end. Google claims the full AI Max suite delivers 7% more conversions at similar CPA or ROAS, but independent research has shown mixed results, including one study across 250+ retail campaigns showing 35% lower ROAS. Advertisers are advised to migrate voluntarily now to retain control over settings.
What Is The New 37-Month Data Retention Limit In Google Ads?
Google Ads now enforces a 37-month retention limit on granular reporting data, including hourly, daily, and weekly breakdowns. This reverses the prior 11-year policy and affects API queries, scripts, and BigQuery pipelines. Reach and frequency metrics have an even shorter three-year cap. BigQuery users face a particular risk: manually triggering a backfill for dates older than 37 months can overwrite and destroy existing historical data in your tables. Export and archive your data now if you have not already.
How Does groas Handle Frequent Google Ads Platform Changes?
Google ships changes constantly, from API sunsets to consent requirements to data retention policy shifts. groas handles these automatically. The proprietary engine, trained on over $500 billion in profitable ad spend, updates continuously as Google rolls out changes. In DFY, a dedicated senior strategist owns every decision and ensures your account stays compliant. In DWY, the strategist flags what needs attention and works alongside your team. In DIY, agencies get engine updates immediately. No client has to monitor developer blogs or audit consent tags themselves. groas adapts so you do not have to.
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