Google Ads is bringing High Value acquisition mode to Shopping campaigns and expanding customer retention modes across Search, Shopping, and Performance Max.

Google Ads Liaison Ginny Marvin shared the updates on LinkedIn. Google’s announcement confirms the features are rolling out in October, with retention modes becoming more widely available following beta testing.

The updates follow the dedicated Customer Lifecycle Optimization section spotted within conversion goals earlier in August 2026. That update brought acquisition, lapsed customer, and loyalty member settings into one section.

High Value Acquisition Comes To Shopping

Google is extending High Value mode from Search and Performance Max to Shopping campaigns. The setting lets advertisers bid higher for new customers who resemble their most valuable existing buyers.

Advertisers can prioritize high-value prospects, other new customers, and existing buyers differently.…