Industry · Status at source date: Newsletter archive
New Customer Acquisition gets a "new prospects" mode for brand-unaware users
New Customer Acquisition has added a third bidding mode: new prospects mode. Where traditional New Customer Acquisition focused on anyone who hadn't purchased before, new prospects mode goes further: automatically excluding users who have purchased (via Customer Match & Tags), searched for brand terms, visited the website or used the app, or engaged with content or ads across Google and YouTube.
What changed
The result is true cold-audience targeting for brand-awareness campaigns. Available in beta globally across PMax, Search, Shopping, and Demand Gen.
Google's data: New Customer Value Mode delivers +9% improved ROAS for advertisers valuing new customer acquisitions at 2x average order value, and New Customers Only Mode delivers +11.5% improved new customer ratio with –3% reduced acquisition cost for new customers (Google internal data, global, all verticals A/B test, September 2024 – January 2025).
Why it matters for advertisers
For you, this means brand-growth advertisers running awareness campaigns can now configure true cold-audience targeting via the standard bidding mode rather than through complex audience exclusions. Worth piloting the new prospects mode on a defined awareness-focused campaign budget before scaling. Availability: Beta (new prospects mode) / GA (other modes), Global, All.
Perspective from the original PMC newsletter.Sources & contributor credit
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Original newsletter text and archive evidence
New Customer Acquisition gets a "new prospects" mode for brand-unaware users
New Customer Acquisition has added a third bidding mode: new prospects mode. Where traditional New Customer Acquisition focused on anyone who hadn't purchased before, new prospects mode goes further: automatically excluding users who have purchased (via Customer Match & Tags), searched for brand terms, visited the website or used the app, or engaged with content or ads across Google and YouTube. The result is true cold-audience targeting for brand-awareness campaigns. Available in beta globally across PMax, Search, Shopping, and Demand Gen.
Google's data: New Customer Value Mode delivers +9% improved ROAS for advertisers valuing new customer acquisitions at 2x average order value, and New Customers Only Mode delivers +11.5% improved new customer ratio with –3% reduced acquisition cost for new customers (Google internal data, global, all verticals A/B test, September 2024 – January 2025).
For you, this means brand-growth advertisers running awareness campaigns can now configure true cold-audience targeting via the standard bidding mode rather than through complex audience exclusions. Worth piloting the new prospects mode on a defined awareness-focused campaign budget before scaling.
Availability: Beta (new prospects mode) / GA (other modes), Global, All.
Source captured . No explicit first-contributor label was provided for this update.
