Google Ads expands Customer Lifecycle Goals to Search and Shopping

Google Ads updated Customer Lifecycle Goals: High Value Mode for new customers now covers Shopping, Retention Goals arrived in Performance Max, Search and Shopping, and Percentage Multipliers scale bids by estimated order value. The changes began rolling out in October 2026.

• High Value Mode for new customers extended to Shopping campaigns
• Retention Goals now available in Performance Max, Search and Shopping
• Percentage Multipliers work in Search, Shopping, Performance Max and Demand Gen
• Multipliers available in Google Ads and Search Ads 360