Activate customer lifecycle goals

Step 3 of 5: Activate lifecycle goals in your campaign

Go to Campaigns within the Campaigns menu .
Select the campaign that you want to enable lifecycle goals for (currently available for Performance Max, Search, Shopping, and Demand Gen campaigns).
Select Campaign settings at the top of the page.
Enable lifecycle goals in your campaign.

Expand the "Customer acquisition" row.
Select Adjust your bidding to help you gain new customers.
Choose your bid strategy, then set up a retention goal (optional) using the steps below.
After you've chosen a bid strategy and set up your retention goal, continue with step 5.

Choose whether you want to:

Bid higher for new customers than existing customers (recommended). This option lets you adjust your bidding to help you gain new customers while helping you drive overall sales by targeting all customers.

Note: The Bid higher for new customers than existing customers option is only available for Max conversion value/target ROAS bid strategies. If you want to further optimize towards high value new customers, you’ll need to enable this option.
Only bid for new customers. This option limits your ads to only new customers regardless of your bid strategy.

If you're setting up a Retention goal:

Select whether you’d like to use account level or campaign level settings to set your value adjustments. You can choose Using account level settings or Using settings only for this campaign.
- If you use account level settings, your campaign will use the settings configured at the account level in the previous step. If you use campaign level settings, you’ll set values just for this campaign.
If you choose to set values at the campaign level, enter the values for each segment you'd like to optimize. Refer to the previous step for more details on how to set your values.

Note: If you want to optimize towards lapsed and high value lapsed customers, you’ll need to ensure both modes are toggled in Google Ads.

Note: This capability is only available for new customer acquisition.

Go to Campaigns within the Campaigns menu .
Select the campaigns that you want to enable lifecycle goals for (currently available for Performance Max, Search, Shopping, and Demand Gen campaigns) using the checkboxes next to the campaign name.
Select Edit.
Select Update customer acquisition.
Update new customer acquisition settings using the same steps as above.
Select Apply. This will apply the changes across all your selected campaigns.

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