This week Google Ads launched the retention Goal (beta)
With this goal, you can Re-engage lapsed customers using Customer Match in your Performance Max campaigns.
Why it matters:
→ Targets existing customers
→ Boosts LTV
→ Complements the NCA goal
→ minimize customer churn
You’ll need:
✔️ PMax campaign w/ GMC feed
✔️ Purchase conversion goal
✔️ NCA in New Customer Value mode
✔️ Customer Match list
Best Practices
→ Define lapsed customers clearly (e.g., no purchase in 6 months).
→ Assign accurate values to different customer types.
→ Increase budget by ~20% for sufficient learning.
