Google Ads has rolled out a new feature in Performance Max (PMax) campaigns: New Customers (High Value) acquisition goal. Previously available only through whitelisting, this setting is now live for all advertisers.

What is the New Customers (High Value) goal?

This feature allows advertisers to prioritize high-value new customers over regular new customers. By assigning a higher conversion value to these customers, Google Ads can optimize bids more effectively, ensuring that your budget is spent on users with the most revenue potential.

How to set it up

To enable the New Customers (High Value) goal in your PMax campaigns, follow these steps:

1️⃣ Find the setting in the campaign setup – Look for the option “Bid higher for new customers goal” and select New Customers (High Value).

2️⃣ Assign an incremental conversion value – This helps Google understand the added value of these customers.

3️⃣ Define audience segments – Add high-value customer segments (minimum 1,000 active users in YouTube and Search network). You can upload up to 100 audience lists.

Why use this feature?

This update is important for businesses focusing on customer lifetime value. Key benefits include:

✔️ More precise bidding – Allocate budget toward customers with higher revenue potential.

✔️ Better budget efficiency – Optimize ad spend based on incremental conversion value.

✔️ Refined customer acquisition – Differentiate between standard new customers and high-value ones to drive strategic growth.

✔️ Smarter conversion tracking – Set different conversion values for new vs. high-value new customers, improving data accuracy.

Important note

The New Customers (High Value) goal does not optimize for sensitive content, including alcohol and medical products. For these categories, conversions will be reported as “unknown” rather than “new” or “returning.”

Thomas Eccel published this change first on his LinkedIn profile.