Liam Walsh
Liam is a Co-Director at Intelligency and heads up the agency's Digital Intelligence & Paid Social activity. Over the last decade, he has worked with brands from the world of sports such as Premier League clubs to entertainment such as Channel 4 and Disney.
Google is quietly testing a new feature inside Google Ads called Website Optimiser, and it’s already capturing the attention of performance marketers. While the tool isn’t widely available yet, early indications suggest Google is preparing to bring website testing and optimisation back into its ecosystem, something advertisers have been missing since the phase-out of earlier tools. If launched broadly, Website Optimiser could give marketers a more streamlined, data-driven way to improve landing page performance without relying on external platforms.
A Modern Take on a Familiar Concept
For seasoned marketers, the name “Website Optimiser” may feel like a throwback. Years ago, Google offered a tool by the same name that eventually evolved into Google Optimise. With Optimise discontinued, many teams lost a simple, native way to run controlled experiments. This new iteration appears to reintroduce that capability, but in a more integrated form. Placing the tool directly inside Google Ads and potentially automating some setup steps, suggests a focus on ease of use and faster activation.
Why This Matters for Advertisers
If Website Optimiser performs as expected, advertisers could benefit from a centralised, more efficient workflow. Testing landing pages, user experiences, and conversion paths directly inside Google Ads would reduce technical barriers and help teams iterate more quickly. It also has the potential to give marketers a clearer view of performance by connecting ad data and on-site behaviour within a single environment. Ultimately, that means better insights, smarter optimisation decisions, and the ability to increase ROI without adding more tools to the stack.
What Marketers Should Watch For
While excitement is building, key details are still unknown, including how flexible the testing options will be and how soon they will roll out. Even so, the appearance of this feature signals Google’s renewed commitment to supporting experimentation. For marketing teams focused on continuous improvement, Website Optimiser could soon become a valuable tool in the arsenal. Keeping an eye on updates now will ensure you’re ready to take advantage of it as soon as it becomes available.
