TLDR Tech / Marketing
How to use customer acquisition and retention goals in Google Ads
Upload first-party customer data to build customer match lists and define high-value customers. Use those lists in Google Ads to set higher bid adjustments for acquisition, and review Google's suggested values before applying them. Ensure lists are large enough and enriched with identifiers like email, phone, and address to improve match rates. Separate campaigns by lifecycle stage because bidding rules and messaging differ for new, returning, and lapsed customers. For retention, build lists of lapsed or high-value past customers and use Performance Max to apply higher bids and re-engagement targeting. Check reporting carefully since Google may add conversion value uplift that can inflate ROAS figures.
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