What is the default split configuration for an A/B test in Google Ads?

• A. 60/40
• B. 70/30
• C. Almost always 50%
• D. 40/60

Answer: (C)

Traffic allocation in an experiment is the main thing being tested here. By default, Google Ads splits exposure roughly evenly between the two variants—about 50% to each. This even distribution ensures both versions get similar sample sizes, making the comparison fair and the observed performance differences more reliably due to the changes rather than differences in how many people saw each variant. You’ll assess metrics like click-through rate, conversion rate, and cost per conversion with comparable data. You can tweak the split if you have a reason to gather more data on one variant or speed up learning, but the standard setup is an even 50/50 distribution.