SEM Insider · Bidding & Budget
By SEM Insider Editorial Team · Updated October 23, 2026 · 6 min read
The short answer
On October 22, 2026, Google Ads announced three changes to how campaigns treat new and existing customers. All three are rolling out this month.
- New Customer High Value Mode now works in Shopping campaigns, not just Search and PMax. It bids harder for new customers likely to be worth more.
- Customer Retention Goals are opening up beyond beta in PMax, Search and Shopping, with three modes: Re-engagement, Loyalty and Retention Only.
- Percentage value multipliers let you raise the value of a new or returning customer by a percentage (for example 1.2x) instead of a fixed amount.
None of this works without good customer data. If your customer lists are thin or out of date, fix that first.
In this guide
The three changes explained
1. New Customer High Value Mode reaches Shopping
New customer acquisition goals have two common settings. “New customer only” stops bidding on existing customers. “New customer value” adds extra value for any new buyer. High Value Mode sits in between: the campaign still reaches its full audience but bids more for new customers Google predicts will be worth more over time.
It was already available in Search and PMax. From October 2026 it rolls out to standard Shopping campaigns too. That matters for retailers who keep Shopping alongside PMax for tighter product control.
2. Customer Retention Goals: three modes
After a beta period, retention goals are expanding across PMax, Search and Shopping. You pick one of three modes:
| Mode | What it does | Good fit for |
|---|---|---|
| Re-engagement | Bids more for customers who haven’t bought recently, while still reaching the wider audience | Brands with a lapsed-customer problem |
| Loyalty | Reaches loyalty program members with member messaging or pricing | Retailers with an active loyalty program |
| Retention Only | Serves only to the existing-customer segments you choose | Win-back pushes and member-only sales |
3. Percentage value multipliers
Until now, lifecycle goals used a fixed value adjustment. You’d tell Google a new customer was worth, say, $20 extra. That works poorly when order sizes vary. A $20 bump is huge on a $40 order and tiny on a $600 one.
Percentage multipliers fix that. A 1.2x multiplier raises the bidding value by 20% whether the order is $50 or $500. The adjustment now scales with the basket. The Google Ads API also supports multipliers for both regular and high-lifetime-value customers.
Keep in mind a multiplier changes the value signal Smart Bidding sees. It doesn’t guarantee a set bid increase or a target cost per acquisition.
How to set them up, and the pitfalls
Before you switch anything on
- Upload a clean customer list. Customer Match lists or a connected data source are how Google tells new from existing customers. Refresh them at least monthly.
- Define “lapsed” for your business. A coffee subscription and a sofa brand have very different purchase cycles.
- Check conversion tracking. Enhanced conversions and accurate order values make all three features work better.
Choosing a setup
- Growth-focused ecommerce: New Customer High Value Mode on Shopping and PMax, with a modest percentage multiplier like 1.2x–1.5x.
- Mature brand with a big customer base: Re-engagement Mode on PMax, plus a separate Retention Only campaign for win-back sales.
- Loyalty program: Loyalty Mode for member pricing, especially during BFCM.
Pitfalls to avoid
- Inflated ROAS. Multipliers raise reported conversion value in bidding. Report true revenue separately so clients don’t confuse boosted value with real sales.
- Stacking goals blindly. Don’t push acquisition and retention hard in the same campaign without a clear priority.
- Stale lists. An old customer list makes returning buyers look new, so you overpay for them.
- Starting right before peak. Bid strategies need time to adjust. Make changes now or after Cyber Monday, not the week before.
Checklist
- ☐ Refresh customer lists and confirm match rates
- ☐ Pick one primary lifecycle goal per campaign
- ☐ Start with a conservative multiplier (1.2x) and review after two weeks
- ☐ Add a true-revenue column to client reports
Frequently asked questions
What is New Customer High Value Mode in Google Ads?
A customer acquisition setting that keeps reaching your full audience but bids more for new customers predicted to be high value. It’s now available in Shopping, Search and PMax.
What are Google Ads customer retention goals?
Bidding goals that focus on existing customers. They come in three modes: Re-engagement (lapsed buyers), Loyalty (program members) and Retention Only (existing segments only).
Which campaign types support retention goals?
Performance Max, Search and Shopping, rolling out in October 2026.
What is a percentage value multiplier?
A way to raise the conversion value of a target customer by a percentage rather than a fixed amount. A 1.2x multiplier adds 20% to the value regardless of order size.
Do I need a customer list for these features?
In practice, yes. Google needs to know who your existing customers are, usually through Customer Match lists or connected first-party data.
Will a value multiplier inflate my ROAS?
It raises the value used for bidding and can raise reported conversion value. Track actual revenue separately to see true return.