Google is rolling out new controls to help advertisers better target and optimize for prospecting.
Within the campaign setup, advertisers can now specify that a campaign should focus solely on acquiring new customers. The interface includes detailed exclusion options for people who are not considered prospects, such as:
- Existing customers
- People searching for your brand
- Website visitors
- App users
- People who previously engaged with your ads or content
Advertisers can also choose how to adjust bidding strategies, either by only bidding for prospects or by bidding higher for them.
These updates give advertisers more precision when running campaigns focused on growth and new customer acquisition.
💡 Read all announcements from GML 2025 in one place
📅 Learn everything about Google Marketing Live 2025 event