Google Ads Multiplier for New Customer Value Is Out of Beta

NetMoney Lab Ads & Traffic NetMoneyLab · Oct 22, 2026

In practice

switching it on costs nothing, but you need a list of existing customers with at least 1,000 active members, which rules out many small shops.

What changed in Google Ads?

The new customer setting used to accept only a fixed bonus. It now has two options: "Increase by" (a flat amount) and "Multiply by" (a percentage).

Why a multiplier instead of a flat bonus?

A flat amount is heavy on small orders and barely noticeable on large ones. A multiplier follows the size of the order.

What does it mean in practice? A $100 example

Say a store has a target ROAS of 400%. ROAS is revenue from ads divided by ad spend, so 400% means $4 back for every $1 spent.

Who can turn it on?

Google Ads has to know who your existing customers are.

Watch your reports

Both flat and percentage adjustments inflate the conversion value shown in Google Ads. At 5x, the gap between the dashboard and the money in your bank can be large.

Google Ads Multiplier for New Customer Value Is Out of Beta

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