Document Type: Framework
Status: Active
Version: v1.2
Authority: MWMS HeadOffice
Applies To: Ads Brain and Affiliate Brain experimentation systems
Parent: Ads Brain
Last Reviewed: 2026-03-17
Purpose
This document defines the controlled experimentation framework for Google Ads within MWMS.
Experiments exist to:
• protect capital during optimisation
• test changes against a control campaign
• produce statistically reliable results
• prevent emotional campaign editing
• improve scaling confidence
No structural campaign change should be made without testing unless authorised by HeadOffice.
Scope
This framework applies to:
• Google Ads experiments inside MWMS
• control-versus-variant campaign testing
• ad-variation, audience, bidding, architecture, and channel experiments
• risk-controlled optimisation decisions
• Google Ads experimentation inside Affiliate Brain Phase 4 Structured Testing
This document governs how Google Ads experiments should be structured and interpreted.
It does not govern:
• offer viability approval
• capital allocation approval
• final survivability authority
• Finance Brain override
• HeadOffice override authority
• general Ads Brain campaign execution outside the experiment framework
Those remain governed by Affiliate Brain, Finance Brain, HeadOffice, and related MWMS systems.
Definition / Rules
Linked Canon
• Affiliate Brain Canon
Experiment Principle
Every optimisation must answer one question:
Does the change outperform the control?
Control Campaign
↓
Experiment Variant
↓
Traffic Split
↓
Statistical Comparison
↓
Winner Applied
The control campaign must always be preserved until a winner is proven.
Experiment Types
Google Ads supports multiple experiment structures.
Each is used for different optimisation layers.
Type 1 – Ad Variation Experiments
Used for testing ad-copy changes across multiple campaigns.
Typical tests include:
• headline variations
• CTA changes
• messaging shifts
• offer framing
Example:
“Start Free Trial”
vs
“Start Free Today”
Traffic is automatically split and performance compared.
Type 2 – Custom Experiments
Full campaign A/B testing.
Google duplicates the campaign.
Original Campaign
Experiment Campaign
Traffic is split between both versions.
Used for testing:
• landing pages
• targeting
• budget changes
• keyword structures
• bidding strategies
Type 3 – Bidding Experiments
Used when testing automated bidding strategies.
Examples:
• Manual CPC vs Target CPA
• Target CPA vs Maximise Conversions
Bidding experiments help prevent sudden performance collapse caused by learning phases.
Type 4 – Audience Experiments
Used for testing audience signals.
Examples:
• campaign without audiences vs campaign with in-market audiences
This determines whether audience targeting improves or restricts campaign performance.
Type 5 – Performance Max Experiments
Used to compare Performance Max against other campaign types.
Examples:
• Performance Max vs Shopping
• Performance Max vs Search
Experiments validate whether automation actually improves results.
MWMS Ad Testing Hierarchy
Testing should move from low-risk changes to high-impact changes.
Level 1 – Creative Tests
Ad Variation Experiments
Level 2 – Targeting Tests
Audience Experiments
Level 3 – Strategy Tests
Bidding Experiments
Level 4 – Campaign Architecture Tests
Custom Experiments
Level 5 – Channel Tests
Performance Max Experiments
Experiment Rules
Rule 1
Test only one major variable at a time.
Multiple simultaneous changes destroy experiment integrity.
Rule 2
Experiments must run long enough to collect reliable data.
Typical duration:
• 2-4 weeks
or
• until statistical significance is reached
Rule 3
Traffic must be split evenly.
Recommended splits:
• 50/50
or
• 70/30
Rule 4
Do not run overlapping experiments on the same variable.
Experiment contamination invalidates results.
Rule 5
The control campaign must remain active until a winner is confirmed.
Role of Experiments in MWMS
Experiments operate inside:
Affiliate Brain – Phase 4 Structured Testing
Experiments provide:
• risk-controlled optimisation
• data-driven scaling decisions
• capital protection
Experiment outcomes feed back into the Affiliate Brain evaluation system.
Final Rule
No structural campaign change should bypass controlled experimentation unless explicitly authorised by HeadOffice.
Drift Protection
The system must prevent:
• emotional editing of campaigns without a control condition
• multiple major variables changing at the same time
• control campaigns being shut off before a winner is proven
• overlapping tests contaminating the same variable
• high-impact changes being made before lower-risk layers are understood
• automation assumptions replacing experiment evidence
Experiments must protect signal integrity before they pursue improvement.
Architectural Intent
Ads Brain – Google Ads Experimentation Framework exists to make Google Ads optimisation inside MWMS controlled, comparable, and capital-aware.
Its role is to ensure that campaign changes are tested against preserved controls, sequenced by risk level, and used to generate reliable evidence before structural changes are adopted.
Change Log
Version: v1.2
Date: 2026-03-17
Author: MWMS HeadOffice
Change: Standardised page metadata and naming to align with the locked MWMS standards pack. Normalised Status from “Framework” to “Active”, moved Linked Canon into the Definition / Rules body so the document header remains compliant with the locked document structure, standardised title usage to “Ads Brain – Google Ads Experimentation Framework”, and preserved the original control-vs-variant logic, experiment hierarchy, experiment rules, and MWMS testing role.
Version: v1.1
Date: 2026-03-14
Author: MWMS HeadOffice / Ads Brain
Change: Rebuilt page to align with MWMS document standards. Removed legacy divider formatting, added standardised document header, introduced Purpose / Scope / Definition / Rules structure, normalised experiment-type and rule sections, and preserved the original control-vs-variant logic, experiment hierarchy, and MWMS testing role.
Version: v1.0
Date: 2026-03-13
Author: Ads Brain / MWMS HeadOffice
Change: Initial creation of Ads Brain – Google Ads Experimentation Framework defining controlled Google Ads experiment types, testing hierarchy, core experiment rules, and role inside MWMS structured testing.
CHANGE IMPACT
Pages Created: None
Pages Updated: Ads Brain – Google Ads Experimentation Framework
Pages Deprecated: None
Registries Requiring Update:
• MWMS Architecture Registry
• MWMS Brain Registry
• MWMS Brain Interaction Map
• MWMS Canon Hierarchy Map
Canon Version Update Required: No
Change Log Entry Required: Yes
END – ADS BRAIN – GOOGLE ADS EXPERIMENTATION FRAMEWORK v1.2