Google just dropped a nugget and you might’ve missed it: 1st Order Promotions are now live in U.S. Shopping ads. Brands on the New Customer Acquisition Goal allowlist can now automatically show exclusive first-time buyer discounts, like percentage or dollar-off deals, right inside paid listings. No minimum spend required, just pure customer acquisition power.

If you’re trying to capture fresh buyers, this is a big deal.

What’s New

Before, getting new customers was a guessing game. Now, Google’s rolled out a promo layer specifically for first-time buyers, making it real simple to stand out.

• Exclusive for new customers: When someone is shopping with you for the first time, they’ll see a special discount in the ad preview.
• U.S.-only allowlist rollout: Currently limited to U.S. advertisers on the New Customer Acquisition Goal allowlist.
• Percentage or dollar-off: Choose between a % discount or flat dollar off, no free shipping or BOGO yet.
• Paid listings only: This’ll only show in paid Shopping ads, not free listings.
  

That means if someone’s not bought from you before, bam, they get tempted with a deal.

Why This Matters

You know how hard it is to grab attention on crowded SERPs.

• Stand out to new buyers: A first-time discount right in the ad can drop your CPCs and boost CTR.
• Aligns with growth goals: You can finally run Shopping campaigns that actively chase new users, not just retarget old ones.
• Simplified offers: No confusing terms or minimums, just “10% off your first purchase” wrapped neatly in your ad.

On top of that, it sends Google a signal: this campaign is acquisition-first, not profit-first. That changes how their AI optimizes and bids.

How This Affects You

If you’re aiming to grow your customer base, this gives you a brand-new lever:

• Promo-driven Shopping ads could out-class competitors with boring standard listings.
• New funnel setups: You can treat acquisition vs. remarketing separately and optimize accordingly.
• Performance shift: Budget may shift toward these discounted campaigns, expect different CAC and ROI curves.

But understand: it’s only available if you’re on the allowlist and have the New Customer Acquisition Goal activated. If not, now’s the time to lobby your rep.

What You Should Do Next

Don’t sleep on this. If you’re operating in the U.S., test this early:

1. Check eligibility
   
   • Are you on the U.S. Merchant allowlist? Want this feature? Ask your Google rep for access.
     
2. Activate New Customer Acquisition campaigns
   
   • Set up a Shopping or Performance Max campaign with this objective.
   • Use the allowlist to opt into first-order promos.
     
3. Create promo offers
   
   • Build promotions in Merchant Center or via API with clear offers (e.g., “$10 off” or “15% off”).
     Keep it simple, no minimum spend or conditions.
     
4. Monitor campaign performance
   
   • Track metrics like CTR, CPC, conversion rate, and new customer volume.
   • Compare to similar non-promo campaigns to measure incremental lift.
     
5. Scale & iterate
   
   • If results look good, consider broader rollouts, adjusting discounts, or layering audiences.
   • Pause or lower promos if acquisition costs get too high.

First-time buyer promos are a powerful new tool in your Google Shopping toolkit. They let you mix customer acquisition clarity into your campaigns and give you a funnel-first strategy that drives real growth.

If you’re not on the allowlist yet, or only targeting existing buyers, it’s time to level up. Want help getting this live? Reach out and let’s make your brand the go-to purchase for newcomers.