Ad Switch vs Ad Group Switch in CPP A/B Testing

Ad Switch and Ad Group Switch are two ways to run a Switch test for a single ad group with multiple custom product pages. Both methods show only one custom product page at a time, but they differ in how they create variants and how isolated the test environment is. 

This article explains the difference so you can choose the right Switch method. To learn how Switch tests work in general, learn what the Switch method is. To set up a test, learn how to create an Ad Group Switch test or Ad Switch test.

How the two methods work

Ad Switch

Ad Switch operates within a single ad group.

• Each selected custom product page variant (or if selected, the default product page) is duplicated as a separate ad within the same ad group.
• The system rotates which ad is active based on the selected switch interval (hourly, daily, or weekly).
• Only one ad runs at a time.

Ad Switch is designed for users who want to keep strategies during the test. You can choose whether to keep Automations, Smart Bidding, and Budget Allocation active during the test, or temporarily disable them to keep the environment unbiased.

Ad Group Switch

Ad Group Switch creates duplicates of the original ad group.

• The system creates a separate duplicate ad group for each custom product page variant (including the default product page, if selected).
• Only one ad group is active at a time. Others remain paused until their turn.
• The system rotates which ad group is live.

Ad Group Switch is designed to isolate each variant from external influences such as automation rules, budget changes, or audience overlap. Because only one ad group is live at a given moment, it is designed to reduce cross-variant interference and help ensure performance differences are driven by the product page creative.

Key differences

How to choose between methods

Choose Ad Switch if you:

• Want a simpler setup inside one ad group
• Already have consistent traffic
• Want to keep strategies (Automations, Smart Bidding, and Budget Allocation) during the test

Choose Ad Group Switch if you:

• Want maximum isolation between variants
• Want to reduce the impact of external influences such as automation rules, budget changes, or audience overlap

Related links

• What is the Switch method in CPP A/B Testing
• How are switch periods chosen in CPP A/B Testing
• Create an Ad Switch test for CPP A/B Testing
• Create an Ad Group Switch test for CPP A/B Testing
• What are the requirements and limits for CPP A/B Testing

Need more help?

If you have further questions on the process, contact your dedicated Customer Success Manager or contact the support team via live chat!