Google Ads Extends Customer Lifecycle Goals to Shopping and Adds Bid Multipliers

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Google Ads has announced three expansions to its Customer Lifecycle Goals, giving advertisers more control over automated bidding for acquisition and retention. The October 22, 2026 update extends High Value Mode for new-customer acquisition to Shopping campaigns, aiming to bid more for prospects resembling an advertiser's most valuable customers. Google is also rolling out Retention Goals across Performance Max, Search and Shopping, with Re-engagement, Loyalty and Retention Only modes. A third change introduces percentage multipliers that scale bids based on estimated order value across several campaign types in Google Ads and Search Ads 360. Results from these settings will depend on data quality, conversion tracking and available eligible demand.

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