First-order (new customer) promotions launched for Shopping ads

Merchants can submit promotions flagged with audience: new_users so Google shows a first-order discount to shoppers it identifies as new to the business. It requires a Performance Max or Standard Shopping campaign with the new customer acquisition goal and supports only percentage or amount discounts.

Initially available to allowlisted US merchants in June 2025; Google's help page now lists 13 eligible countries (US, AU, BR, CA, FR, DE, IN, IT, NL, KR, ES, JP, UK). Shows only on Shopping ads, not free listings.