Google is expanding its customer acquisition and retention features in Google Ads. The updates give advertisers more ways to target valuable new customers, re-engage inactive buyers, and adjust conversion values for bidding.
What Has Changed in Google Ads?
Announced on October 22, 2026, Google Ads is introducing three key updates: expanding high-value customer acquisition to Shopping campaigns, broadening customer retention options, and adding percentage-based conversion value adjustments for bidding.
1. High-Value Customer Acquisition Expands to Shopping
Google is extending New Customer High Value Mode to Shopping campaigns. The feature was previously available in Search and Performance Max campaigns.
It helps advertisers prioritize new customers expected to bring greater value to their business. Retailers can use this option to focus on customer value rather than acquisition volume alone.
2. Google Expands Customer Retention Options
Google is expanding three customer retention options across Performance Max, Search, and Shopping campaigns.
- Re-engagement Mode: Helps advertisers reconnect with customers who have not purchased recently.
- Loyalty Mode: Helps businesses reach loyalty program members with relevant offers and member-only pricing.
- Retention Only Mode: Focuses campaigns exclusively on selected existing-customer segments.
These options give advertisers more control over campaigns designed to bring back inactive buyers and retain existing customers.
Image: Google Ads customer retention showing the new campaign options.
3. Percentage-Based Value Multipliers Offer More Flexibility
Google is introducing percentage-based customer value multipliers as an alternative to fixed monetary adjustments.
The feature is rolling out across Search, Shopping, Performance Max, and Demand Gen campaigns in Google Ads and Search Ads 360.
For example, a 20% multiplier (1.2x) increases the conversion value used for bidding from $50 to $60 and from $500 to $600.
Unlike a fixed dollar adjustment, a percentage-based multiplier scales with the purchase value. This helps advertisers apply proportional adjustments across different order sizes.
Image: Google Ads customer retention settings new percentage-based value multiplier option.
What Do These Google Ads Updates Mean for Advertisers?
The updates give advertisers more ways to align campaign bidding with customer value. Businesses can focus on acquiring high-value customers, bringing back inactive buyers, or retaining existing customers.
To use these features effectively, advertisers should review their customer data, conversion tracking, and campaign goals. They should also monitor campaign performance to understand how the new bidding options affect results.
As search marketing evolves, businesses also need to adapt their visibility strategies across traditional search results and AI-powered experiences, where SEO, AEO, and GEO play crucial roles.
Rollout: Google says the features are rolling out this month, with availability varying by feature and campaign type.
