Google is piloting a Labs section inside the Google Ads platform, giving advertisers a centralized place to access early-stage experiments and tools.

Why we care. Instead of quietly testing features across scattered accounts, Google appears to be consolidating experiments into a single hub, making it easier for advertisers to discover and try new features before full rollout.

Details.

  • The Labs section shows up at the bottom of the left-hand menu in select accounts.
  • Early tests include features like “missed growth opportunities,” which highlight potential campaign improvements through bid or budget adjustments.
  • Not all advertisers will have access to it.
Labs Google AdsLabs Google Ads

First seen. The update was first spotted by Vojtěch Audy, PPC specialist at Na volné noze.

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Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more. In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.