Cart-size-aware bid scaling: $50 and $500 orders bid equally aggressive with one multiplier

Summary

Google has rolled out three updates to customer lifecycle goals in Google Ads as of October 22. These include: (1) expanding High Value Mode to Shopping campaigns to find next-best new customers, (2) expanding Customer Retention Goals across Performance Max, Search, and Shopping campaigns with Re-engagement and Retention-Only modes, and (3) new percentage multipliers that scale bids proportionally based on cart size. For example, a jewelry shop can set a 20% bid boost so a $500 cart receives as aggressive bidding as a $50 cart. All three features roll out this month for Search, Shopping, Performance Max, and Demand Gen in Google Ads and SA360.

Key Points

• High Value Mode expands to Shopping campaigns for improved new customer acquisition
• Retention Goals (Re-engagement, Loyalty, Retention-Only) rolled out to PMax, Search, Shopping
• Percentage multipliers enable proportional bid scaling based on cart size
• SA360 integration included for enterprise-level campaign management
• All features available as of October 2026 across all campaign types