Microsoft Advertising has announced that New Customer Acquisition goals in Performance Max are now generally available worldwide. Previously released in open beta, this feature can now be used by any advertiser optimizing toward a Purchase conversion goal.
With this setting, advertisers can instruct Performance Max to prioritize bidding for new customers, helping brands focus budget on incremental growth rather than existing buyers.
It is particularly relevant for ecommerce businesses looking to scale prospecting efforts within automated campaign types.
Read the official announcement here: Ad preview hub and other product news for February 2026.