New Customer Acquisition Goals for Demand Gen Google Ads Campaigns

𝐁𝐈𝐆 𝐃𝐞𝐦𝐚𝐧𝐝 𝐆𝐞𝐧 𝐔𝐩𝐝𝐚𝐭𝐞 (and it's an important one for strategy-focused advertisers). Swipe to see it!

Google released a major update into Demand Gen, and it's getting rolled out now.

You can now run New Customer Acquisition (NCA) goals directly inside Demand Gen campaigns.

What’s new?
→ New Customer Only Mode
Only bids on new customers. Recommended for brands with strict new customer budgets.

→ New Customer Value Mode
Bids more for new customers than existing ones. Ideal for purchase conversion goals when growth is the target.

This update makes Demand Gen even more part of Google’s “Power Pack” positioning it even more as a mid/mid-lower channel.

Should you use it?
✅ Value-Mode: If you’re optimizing for purchases? Yes I would test it.
✅ NC only: If your team is focused on incremental growth with strict budget on new customer acqusitions: Test it.

As always, rollout changes carefull, test first, observe Assisted converison behavior, and adjust accordingly.