Aleksejus Podpruginas shared that Google launched New Customer Acquisition (NCA) in Demand Gen campaigns, now moving to General Availability. This update allows advertisers to optimize specifically for new customers, rather than just total conversions.
The rollout began the week of October 13th and will be complete by the end of October 2025.
NCA introduces two optimization modes:
- New Customer Only Mode: Focuses purely on volume, targeting users most likely to be new to your business to maximize first-time conversions.
- New Customer Value Mode: Prioritizes both quality and value, optimizing for high-LTV customers who contribute more long-term revenue.
Additionally, Adriaan Dekker observed this feature live with an option to calculate your value.
Keep an eye on your Demand Gen campaigns as this feature becomes available globally.
