Google Ads is rolling out a feature that allows advertisers to calculate the conversion rate of new customers based on return on ad spend (ROAS), automatically generating a suggested value instead of relying on manual measurements.
The update is designed for campaigns that use new customer acquisition goals, where advertisers want to bid harder to attract first-time buyers.
How does this work. Advertisers enter their desired ROAS goal for new customers, and Google Ads suggests a conversion rate aligned with that goal. The system removes some of the guesswork involved in estimating how much a new customer should be worth in bidding models.
The feature has not been dynamically configured at the auction, campaign, or product level. Advertisers still use value in a broader setting rather than allowing system bids to vary based on context.
Why do we care. Giving the right price to a new customer is a weak point in performance bidding. Many marketers manually set a flat price that doesn’t always reflect profitability or long-term goals.
By tying suggested conversion rates to target ROAS, advertisers can now advance to more strategically driven bidding, which can improve how acquisition campaigns balance growth and efficiency.
What do the advertisers say. Early feedback suggests this feature is a meaningful improvement over static manual input. Savvy Revenue founder Andrew Lolk says the next step will be auction-level intelligence that adjusts prices based on campaign or product performance.
What you can watch. If Google expands the feature to support more granular adjustments, it could improve the way marketers plan acquisition strategies and value lifetime customer growth.
Currently, the tool provides a systematic way to calculate the value of a new customer.
It was first seen. This update was first spotted by Founder and Digital Marketer Andrew Lolk who showed off the new setting on LinkedIn.
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