# Google Ads now lets you multiply a new customer's value, from 1.1x to 5x

> On 22 Oct 2026 Google said percentage multipliers for new customer value leave beta. How they differ from a flat bonus, with a rupee example.
- **Author**: Marxx
- **Published**: 2026-10-23
- **Category**: Google
- **URL**: https://marxx.ai/library-news/google-ads-new-customer-value-multipliers

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On **22 October 2026**, Google said percentage multipliers for new customer value are leaving beta and rolling out worldwide this month. Instead of adding a flat amount for each new customer, you can now tell Google Ads a new customer's sale is worth 1.1x to 5x its purchase value.

## What we know

- **Reported from Google:** Google's ads liaison account announced it in a three-post thread on X, as covered by [PPC Land](https://ppc.land/google-ads-lets-retailers-multiply-new-customer-values-up-to-5x/) on 22 October.
- Per that thread, multipliers work in Search, Shopping, Performance Max and Demand Gen, in Google Ads and Search Ads 360.
- The setting sits next to the old one: "Multiply by" beside "Increase by".
- Google also extended high value mode to Shopping and named three retention modes: Re-engagement, Loyalty and Retention only.
- **Not yet confirmed:** Google's [customer lifecycle goals help page](https://support.google.com/google-ads/answer/12080169) did not mention multipliers when we checked on 23 October 2026.
- You still need a list of current customers, from Customer Match or your website tag, so Google can tell new buyers apart.

## What it means for your ad account

A flat bonus treats a small first order and a big one the same. A multiplier pushes Google towards bigger first baskets.

| First order | Flat +INR 400 | 1.2x multiplier |
|---|---|---|
| INR 800 | INR 1,200 | INR 960 |
| INR 2,000 | INR 2,400 | INR 2,400 |
| INR 5,000 | INR 5,400 | INR 6,000 |

Say your average first order is INR 2,000. Both settings value it at INR 2,400. Above INR 2,000 the multiplier bids harder, and below it the flat bonus does. Pick the one that matches where your repeat buyers come from.

## What to do this week

1. **Check the setting** in your customer acquisition goal. If "Multiply by" is not there yet, wait for the rollout.
2. **Work out what a new customer is worth.** Our [LTV to CAC ratio](/glossary/ltv-to-cac-ratio) page shows how.
3. **Start low,** at 1.1x or 1.2x, on one campaign.
4. **Compare against your [break-even ROAS](/glossary/break-even-roas),** because the extra value is not real revenue.
5. **Watch [CAC](/glossary/cac)** for two weeks before you raise it.

## FAQ

### Does the multiplier change reported revenue?

Google has not said whether it changes only bidding or reported value too. Its original conversion value column shows value before adjustments, so compare against that.

### Is this live in India and the Gulf?

Google says the rollout is global and runs through October 2026. Check your own account, since rollouts reach accounts at different times.

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