New Prospects Mode for Google Ads

Digital Phablet reports that Google Ads has introduced a new feature called Prospect Mode, aimed at expanding new customer acquisition strategies. This feature specifically targets users who are unaware of your brand—those who haven’t searched for, interacted with, or visited your website. These users are often referred to as cold prospects.

In Google Ads, Prospect Mode is accessed through a new setting within the Bidding section labeled “Only bid for new prospects BETA.” When activated, your campaigns will exclusively show ads to users who fit your criteria for potential new customers, effectively filtering out users who have already engaged with your brand.

A visual overview of this feature shows that Prospect Mode automatically excludes certain groups, such as:

• Individuals who have previously made a purchase from your business, identified through Customer Match and tags
• People who have searched for your brand terms
• Users who have visited your website or used your app
• Consumers who have interacted with your content or ads across Google platforms and YouTube

According to Google, this mode takes a more advanced approach compared to traditional strategies that focus on anyone who hasn’t purchased before. Instead, it zeroes in on users who are completely unaware of your brand. The system employs automated exclusions to ensure your ads are displayed only to “cold” audiences, thereby refining targeting efforts.

Information about this update was shared by PPC News Feed and discussed publicly on social media platform X.