News Summary

• Customer Lifecycle Goals in Google Ads are a set of features that combine audience targeting and bidding.
• They focus on either excluding or de-prioritizing users on your customer list.
• This is often called “NCA” by practitioners, for “New Customer Acquisition” Customer retention goals are the opposite, focused on re-engaging existing users.
• Despite how exciting these settings may sound, they are overkill for most businesses with a large, loyal customer base to target.