I’m excited to share that Google is rolling out an innovative AI targeting mode designed specifically for advertisers who want to reach fresh, brand-unaware audiences early in their discovery phase.
Google is introducing this new “prospects” targeting mode to help advertisers, like myself, connect with consumers who have yet to engage with our brands.
What’s happening. Google is enhancing its New Customer Acquisition tools by introducing the “new prospects” mode, set to launch this year.
Unlike traditional methods, which target users who haven’t made a purchase, this mode aims to reach those completely unfamiliar with my brand.
Google ensures the system automatically excludes users who have:
- purchased previously,
- searched for brand terms,
- visited a website or app,
- or engaged with brand content across Google and YouTube.
The main goal is to focus advertising spend entirely on “cold” audiences, those who are still in the discovery phase.
Why this matters. For brands like mine, this gives us more control over pursuing incremental growth, rather than just continually targeting those we’ve already reached.
The new mode promises to connect us with new users earlier in their buying journey while improving efficiency through AI-driven exclusions and automation.
The bigger picture. Google is positioning AI-driven targeting as a method for balancing growth with efficiency.
Advertisers using the New Customer Acquisition Value Mode, like me, have seen a noticeable 9% improvement in ROAS when valuing new customers at twice the average order value.
Between the lines. As AI-driven targeting expands, platforms increasingly rely on behavioral signals and first-party data to identify potential customers earlier in their purchase journey.
What to watch. The effectiveness of the “new prospects” mode will largely depend on Google’s accuracy in identifying brand-unaware users and balancing reach with privacy concerns.
Inspired by this post on Search Engine Land.
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