Google has launched 1st order promotions (also called New Customer Promotions) for Shopping ads, allowing merchants to show exclusive discounts to new customers.
Key points:
- Supports % off or $ off only (no minimum spend allowed)
- Available only on Shopping ads (not free listings)
- Requires the New Customer Acquisition Goal in your campaign
- Must be approved via Merchant Center (promotion feed, builder, or API)
- US-only + allowlisted merchants for now
Once set up, Google auto-applies these promos when a new customer is detected.
For full setup steps and information, read here: 1st Order Promotion.