New Customer Acquisition modes

Key benefits

• Reach new customers as they’re in their discovery phase^{1, 2, 3, 4}: With new customer value mode, you reach everyone, but give a “bonus” value to new buyers, allowing you to scale without losing existing customer volume.
  Advertisers who used the New Customer Acquisition Value Mode and value customer acquisitions at 2x their average order value can lead to an improved ROAS by 9%.*

• Optimize your campaign spend to reach only new customers^{1, 2, 3, 4}: With new customers only mode, you completely stop showing ads to your existing customers, focusing 100% of your budget on people who have never bought from you before.
  Advertisers that use the New Customer Only Mode, have on average improved their new customer ratio by 11.5% with a -3% reduced acquisition cost for new customers.*

  Source: *Average uplift in performance based on internal studies with campaigns using best practices. Individual results may vary according to campaign details. Google Internal Data, Global, All Verticals A/B Test, September 2024-January 2025.
  

New for 2026

Reach audiences unaware of your brand with new prospects mode^1,2,3,4

While traditional New Customer Acquisition focuses on anyone who hasn’t purchased before, the new prospects mode¹ goes a step further. It is designed to reach brand-unaware users—those who have not searched for, engaged with, or visited your site. New prospects mode uses a bundle of automated exclusions to ensure your ads only reach “cold” audiences. It automatically filters out users who have:

• Purchased from you (via Customer Match & Tags).
• Searched for your brand terms.
• Visited your website or used your app.
• Engaged with your content or ads across Google and YouTube.