Google Ads tests new ‘Website Optimizer’ tool
Google revives Website Optimizer documentation inside Google Ads Help Center, hinting at a new built-in A/B testing tool connected to GA4.
Is Google Ads reviving – or reinventing – its old Website Optimizer? New help docs surfaced that describe a tool that would live directly inside the Google Ads interface.
Driving the news. Several new Google support pages were spotted describing Website Optimizer, a tool expected to appear under the Reporting tab. While the name recalls the OG Website Optimizer from 2008 that later became Google Optimize (sunset in 2023), this version appears to be something new.
How it works. The tool requires Google Ads access and admin permissions on the linked GA4 property.
- If an advertiser doesn’t have a GA4 property, Website Optimizer will automatically create one.
- The documentation suggests the tool will run directly through Google Ads, making setup simpler than older testing tools.
Why we care. If Website Optimizer returns as a built-in experiment tool, advertisers could gain a native way to test landing pages, UX changes, and conversion-flow improvements – all without third-party tools or complex analytics setups.
Between the lines. Google sunset Optimize without a clear replacement, leaving a gap in the ecosystem. A reintroduced Website Optimizer could signal Google’s attempt to rebuild experimentation capabilities directly into Google Ads and GA4.
What to watch. Whether:
- This is a full A/B testing tool or a lighter, automated optimization feature.
- It supports server-side testing – something Optimize lacked.
- It will actually show up in accounts.
Bottom line. Google advertisers may soon get a built-in way to test and improve website performance again, two years after Google retired Optimize. For now, though, all we have are a few early documentation breadcrumbs.
Dig deeper. The help docs were spotted by PPC News Feed owner, Hana Kobzová. Here is what she found:
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