If you use Google Ads primarily as a growth tool, it stands to reason that you would dedicate your budget in part or in whole to acquiring new customers.

While there are certainly strong use cases to drive repeat business through search advertising, you have other arguably better (and certainly less expensive) ways to engage existing customers once you've met their initial demand – like email and SMS marketing.

Whether you're running lead generation campaigns or ecommerce in Google Ads, the cost of advertising is high enough that it makes sense to focus on those users who haven't bought from you before.

New Customer Acquisition is a functionality in Performance Max and Search that allows you to exclude users who have done business with you using a customer list. Accurate data is essential if you want to use this setting to ensure good results