Google Ads is giving advertisers a way to increase the bidding value of new customers in proportion to their orders. Percentage multipliers are leaving beta during October, so the extra value assigned to a large basket can grow with it instead of receiving the same fixed bonus as a small purchase.

Google’s customer lifecycle announcement covers Search, Shopping, Performance Max and Demand Gen, in both Google Ads and Search Ads 360. The rollout also brings additional ways to prioritize valuable prospects and reconnect with existing customers.

A percentage changes which orders get the bigger boost

Consider an illustrative retailer applying a $15 extra bidding value to both a $30 purchase and a $300 purchase. That is a 50% increase on the smaller order and a 5% increase on the larger one.

With a 20% adjustment, the extra values would instead be $6 and $60.…