Microsoft Advertising has expanded Performance Max with new customer acquisition goals, now available in open beta for advertisers using purchase goals. Originally announced in September 2025, this update allows advertisers to bid higher for new customers or focus exclusively on acquiring them.
The feature supports purchase-based conversion goals and works alongside existing Preformance Max campaigns. It enables advertisers to measure and optimize for net-new customer revenue, giving more precision in distinguishing prospecting from retention strategies.
This update gives marketers greater control over growth-focused bidding within Microsoft’s Performance Max.
Read the full update here: Performance Max updates and other product news for January 2026