About the new customer acquisition goal

The new customer acquisition goal uses Performance Max or Search campaigns to help you gain new customers. You can choose to optimize the campaign to bid higher for new customers or to bid for new customers exclusively.

Google Ads Tutorials: Setting up the New Customer Acquisition Goal in Google Ads

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Benefits

  • Higher share of new customer conversions, growing your business and driving longer term revenue
  • Efficient budget utilization for new customer acquisition leading to lower acquisition costs
  • Reporting on new versus returning customer conversions
  • A simplified process during set up and management

Before you begin

New customer acquisition helps grow revenue and market share by optimizing for conversions from new customers, using a dedicated budget for customer acquisition. Google AI helps maximize new customer conversions with a Customer Acquisition Cost or revenue from new customers to meet ROI goals.

Note: New customer acquisition goals won't optimize for sensitive content like alcohol or medical products. Conversions for sensitive content are set as “unknown”. You can report on new customers by providing the information from your conversion tag. Learn more about Personalized advertising.

New customer acquisition offers 2 bidding modes to support your customer acquisition goals: New Customer Value mode (unavailable for store goals) and New Customer Only mode. Learn more About bidding for your new customer acquisition goal.


Options to activate your new customer acquisition goal


Google Ads Video Contributors 

This video has been submitted by a third party Google Ads Video Contributor. Google doesn't endorse any products or services that may be promoted in this video. Click here to learn more about the program!

For subtitles in your language, turn on YouTube captions. Select the settings icon Image of YouTube settings icon at the bottom of the video player, then select "Subtitles/CC" and choose your language.


Activate the new customer acquisition goal

Set up new customer acquisition in your Performance Max campaigns to help gain new customers. You can monitor the number of new customers you’re bringing in and calculate key metrics such as customer acquisition cost.

Learn more about how to Activate the new customer acquisition goal.


Using the new customer acquisition goal with store objectives

Store-based goals help you provide potential customers with the information that they need to decide when and how to visit your stores. You can activate a new customer acquisition goal with a store objective to more easily make promotions on Google properties like YouTube.

Learn more about how to Activate the new customer acquisition goal with store objectives.


About bidding for your new customer acquisition goal

To support your new customer acquisition goals, you’ll need to set up specific bidding strategies to maximize the value of your conversions, like Target ROAS (return on ad spend). Before you set up your bidding strategy, review About Smart Bidding.

Learn more About bidding for your new customer acquisition goal.


How the new customer acquisition goal determines new and existing customers

There are a few ways that you can provide signals that help Google identify new customers for your business. You can use one or any combination of them. Google detection will always be used by default.

Learn more about How the new customer acquisition goal determines new and existing customers.


Troubleshoot your new customer acquisition goal

Sometimes a Performance Max or Search campaign that includes a new customer acquisition goal may not serve as much as you'd expect. You may experience performance fluctuations if your new customer acquisition goal is set up incorrectly in a campaign.

Learn more about Troubleshooting for the new customer acquisition goal.

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