Acquiring new customers versus retaining existing ones is a common goal of advertisers. Google Ads offers account and bid settings to help. It starts with a feature called “New Customer Acquisition” in customer lifecycle optimization, located in the account-level goals section.

Advertisers can set an incremental conversion value for new customers. For example, if converting a repeat customer is worth $20, an incremental value could be $10, elevating new customers to $30.

Learn how leading brands and agencies are evolving their full-funnel strategies, embracing AI, and rethinking their tech stacks to stay competitive. The 2026 programmatic benchmarks confirm a market in lift-off. Data shows that 75% of marketers expect budgets to rise in 2026, and 84% report stronger year-over-year performance.

Yet beneath this optimism lies a widening maturity gap between those simply keeping pace and those pulling ahead. Our research shows that top performers consistently excel in five areas: unifying fragmented workflows, consolidating their tech stacks, adopting AI where it delivers immediate impact, investing earlier in emerging channels, and redefining performance around attention and creative quality.

Your segmentation research is packed with valuable insights. But too often, your market research ends up sitting in a report instead of driving real impact. In our Audience Activation guide, we’ll show how you can apply your research insights to media purchases to help optimize ad spend, reach the right consumers, and cut wasted impressions.

Discover how Audience Activation can:

Improve advertising reach by ensuring the right people see the right message

The data’s in: based on insights from 450 marketers, Smartly’s 2026 Digital Advertising Trends Report reveals how AI is powering creative, media, and measurement to deliver real efficiency and impact for next year’s campaigns.

See how leading teams connect channels, cut waste, and use predictive AI to optimize before launch, and how you can apply the same playbook to power smarter, faster campaigns.

The busiest shopping weekend of the year has come and gone. Triple Whale tracked $2.9 billion in revenue to bring you the full story of BFCM 2025. In this report, we detail exactly how brands’ data-backed decisions played out.

What’s inside :

• Ad performance metric trends for major platforms like Facebook, Google Ads, Amazon, TikTok, and AppLovin

• Trends in ad spend across 15 industries, and how different industries invested in ad platforms to drive sales

If you’re running Google Ads campaigns, you need to have some kind of conversion tracking in place. Without accurate information, you might know that your ads are doing “something”, but you don’t really know what. If you don’t have any confidence about how your ads are contributing to sales, you’re going to be very reluctant about spending more. Which puts a limit on the type of results your ads can produce.

At Pinterest, we believe visual search is the future. Traditional search engines and AI chatbots rely on words, but shopping is fundamentally visual. You often know what you want when you see it, not when you try to describe it.

That’s why Pinterest is the platform of choice for Generation Z when shopping: 39% say they prefer to start their searches on Pinterest.¹

At Pinterest Presents™, our annual global advertiser summit, we are announcing new advertising solutions designed for a visual-first world—helping shoppers move from inspiration to action with greater confidence, and giving brands smarter ways to capture intent.

The marketing funnel is no longer an easy road paved with gold. These days, it can feel like a bumpy ride in a city cab—potholes and all. When the customer journey is choppy, it can become a real issue for marketers tasked with creating and managing a brand, generating awareness, and driving sales-qualified leads. Instead of a smooth, clear path that reinforces loyalty, you get a bunch of lost, would-be customers who quickly lose interest.