Three changes to customer lifecycle goals are arriving in Google Ads, timed for holiday retail. Search Engine Roundtable summarized Google’s announcement on Oct. 22.
First, Customer High Value Mode, meant to find a retailer’s next best new customers, extends to Shopping campaigns. Second, retention goals arrive this month in Performance Max, Search, and Shopping, with Re-engagement Mode for lapsed buyers and Retention Only Mode for campaigns aimed solely at specified existing-customer segments. Google’s AdsLiaison account also lists a Loyalty mode.
Third, percentage multipliers let bids scale with cart size instead of a flat added value. Google’s example: a jewelry shop applies a 20% (1.2x) boost, so bids rise in proportion for a $500 cart or a $50 cart. They cover Search, Shopping, Performance Max, and Demand Gen, in Google Ads and SA360.
The announcement offers no performance data. Retailers should test multipliers against their current flat adjustments on a small budget before peak season, since a flat value that suits a $50 basket may under-bid a $1,000 one.
Search Engine Roundtable, Barry Schwartz, Oct. 22, 2026, citing Google’s Ads and Commerce blog.
