Google Ads adds ROAS-based tool for valuing new customers

Acquiring new customers versus retaining existing ones is a common goal of advertisers. Google Ads offers account and bid settings to help. It starts with a feature called “New Customer Acquisition” in customer lifecycle optimization, located in the account-level goals section.
Advertisers can set an incremental conversion value for new customers. For example, if converting a repeat customer is worth $20, an incremental value could be $10, elevating new customers to $30.