Google Ads expands customer lifecycle goals with High Value acquisition for Shopping and retention modes across Search, Shopping, and Performance Max.

Google Ads is bringing High Value acquisition mode to Shopping campaigns and expanding customer retention modes across Search, Shopping, and Performance Max.

Google Ads Liaison Ginny Marvin shared the updates on LinkedIn. Google’s announcement confirms the features are rolling out in October, with retention modes becoming more widely available following beta testing.

The updates follow the dedicated Customer Lifecycle Optimization section spotted within conversion goals earlier in August 2026. That update brought acquisition, lapsed customer, and loyalty member settings into one section.

Google is extending High Value mode from Search and Performance Max to Shopping campaigns. The setting lets advertisers bid higher for new customers who resemble their most valuable existing buyers.

Advertisers can prioritize high-value prospects, other new customers, and existing buyers differently. Google’s documentation specifies value-based bidding and requires at least one Purchase conversion goal.

Retailers will need to decide which customers justify a higher acquisition cost. A large first order could be one indicator, but repeat purchases and profitability might need a different customer list defined.

For example, a shopper who places one large, heavily discounted order may generate less profit than someone making smaller, regular purchases. Using either group as the model gives Google different information about which new customers to prioritize.

Google is also rolling out three retention modes across Performance Max, Search, and Shopping campaigns:

Advertisers define when a customer qualifies as lapsed based on their company’s purchase cycle.

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