Google Ads · Status at source date: Official rollout announcement
New-customer value can now be a percentage, and retention modes reach Search and Shopping
Google Ads liaison Ginny Marvin says percentage multipliers for customer-lifecycle goals are leaving beta in a global October rollout. The update lets bidding adjustments scale with predicted purchase value instead of relying only on a fixed added value.
What changed
Marvin describes a “Multiply by” option ranging from 1.1x to 5x across Search, Shopping, Performance Max and Demand Gen in Google Ads and Search Ads 360. Her announcement also identifies high-value mode for Shopping and customer-retention modes for Performance Max, Search and Shopping, covering re-engagement, loyalty and retention-only use cases.
A proportional adjustment changes the value signal used for bidding. At 1.2x, a $100 purchase becomes a $120 bidding value and a $500 purchase becomes $600. That arithmetic does not mean the business actually receives the additional amount as revenue.
What advertisers should review
Base the adjustment on a defensible business rationale for the customer segment. Compare the intended value premium with contribution margin and repeat-purchase evidence, and check that customer identification is reliable enough to separate new and existing customers.
Before changing a setting, record the previous mode and value rule so subsequent performance changes can be interpreted. Reporting should distinguish the bidding value from booked revenue, particularly when stakeholders compare platform ROAS with financial results.
The announcement describes a rollout during October, so availability can differ while it proceeds. It is not a guarantee of incremental sales or a reason to apply the highest multiplier by default. The source image shows the setting in Google Ads.
The linked coverage is dated 22 October. Ginny’s exact original post timestamp remains unconfirmed; that coverage date is not presented as the first day of the rollout.
Sources & contributor credit
- Official sourceGoogle
October rollout described by Google liaison; 22 October is supporting coverage date, original post timestamp unconfirmed.
- Official sourceGoogle
October rollout described by Google liaison; 22 October is supporting coverage date, original post timestamp unconfirmed.
- Supporting coverageSearch Engine Roundtable
October rollout described by Google liaison; 22 October is supporting coverage date, original post timestamp unconfirmed.
- Source referenced in newsletterGoogle
Linked in Yoann Ferrand’s published Week 43 newsletter.
- Newsletter coveragePaid Media Collective
Published Week 43 edition; source for the approved credit, image and wording reconciliation.
Original creator unverified
Credits reflect the editor's latest changes. Original authorship has not been independently verified for this version.
Attribution evidence and limitations
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- Published on this site
- Article updated
This update reflects the dated source reporting. Availability may have changed. Further coverage of this same development will be added to this page.
