Acquiring Customers via Google Ads

"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. Google provides a tool to calculate an incremental value based on average order value. To use, set a target return on ad spend for new customers. Say an advertiser wants a 100% customer acquisition ROAS - a 1:1 return."

"The next step is to provide existing audience segments via Customer Match lists, either by specific category or overall. Google uses the lists (of at least 1,000 customers) to identify new prospects, much like how it uses first-party data to build lookalike audiences in Demand Gen campaigns. Advertisers can deviate from Google's suggested new-customer value and assign a higher amount."

Google Ads includes an account-level New Customer Acquisition setting within customer lifecycle optimization that lets advertisers assign an incremental conversion value for new customers. Advertisers can calculate incremental value using a Google tool based on average order value and a target new-customer ROAS. Advertisers upload Customer Match lists (minimum 1,000 customers) to identify existing customers so Google can find new prospects similarly to lookalike audiences. Advertisers can override Google's suggested value, often increasing it for high-ticket buyer segments that meet the 1,000 threshold. Enable the per-campaign option to adjust bidding to acquire new customers; higher bids are placed for new customers within the target ROAS, with lower bids for existing ones. Bidding exclusively for new customers is possible but can restrict traffic.

Read at Practical Ecommerce