Google Ads has expanded access to the "New Customers (High Value)" acquisition goal for Performance Max campaigns. This feature, previously limited to whitelisted accounts in beta testing, is now being rolled out more broadly to Google Ads users.
The significant news is that this targeting option is now appearing in accounts without requiring whitelist access to the beta program, indicating a general release of the feature to the advertising community.
Setup Process
Implementing the New Customers (High Value) goal involves three key steps:
Access via campaign settings or during campaign setup by selecting "Bid higher for new customers goal" → "New customers (high value)"
Define an incremental conversion value specifically for high-value new customers
Add audience segments to identify high-value customers, which requires:
- At least 1,000 active users in YouTube and Search network
- A maximum of 100 lists can be used
Strategic Benefits
This feature helps advertisers differentiate between standard new customers and those with higher revenue potential, offering several advantages:
- More precise bidding towards customers with higher lifetime value
- Better budget allocation based on incremental conversion value
- Improved customer acquisition strategy in Performance Max campaigns
- Ability to set different conversion values for standard new customers versus high-value new customers
Content Restriction Note
The feature maintains its limitation regarding sensitive content. The new customer acquisition goal won't optimize for sensitive content such as alcohol or medical products, with conversions for such content categorized as "unknown" rather than "new" or "returning."
