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Light Dark Use Device Settings Advertise Contact Us Home / Google News / Google Ads / New: Google Ads Prospects Mode New: Google Ads Prospects Mode May 29, 2026 - 7:51 am 1 — by Barry SchwartzBarry Schwartz / Executive Editor
Barry Schwartz is the CEO of RustyBrick and a technologist, a New York Web service firm specializing in customized online technology that helps companies decrease costs and increase sales. Barry is also the founder of the Search Engine Roundtable and the News Editor of Search Engine Land. He is well known & respected for his expertise in the search marketing industry. He only provides consulting services to expert SEOs and also performs search marketing expert witness services. Barry graduated from the City University of New York and lives with his family in the NYC region. You can follow Barry on Twitter at @rustybrick or on LinkedIn and read his full bio over here. 38,493 Articles as barry.schwartz Filed Under Google Ads
Google Ads has expanded New Customer Acquisition with a new feature called Prospect Mode. Prospect mode also targets brand-unaware users, Google said. Those prospects who have not searched for, engaged with, or visited your site.
Some call them cold prospects.
That is what prospect mode does in Google Ads. There is a new setting in the Bidding section named "Only bid for new prospects BETA." Your campaign will only show ads to new customers who match your definition of a prospect, Google explained.
Here is a screenshot:
It automatically filters out users who have:
- Purchased from you (via Customer Match & Tags).
- Searched for your brand terms.
- Visited your website or used your app.
- Engaged with your content or ads across Google and YouTube.
Google wrote:
While traditional New Customer Acquisition focuses on anyone who hasn’t purchased before, the new prospects mode1 goes a step further. It is designed to reach brand-unaware users—those who have not searched for, engaged with, or visited your site. New prospects mode uses a bundle of automated exclusions to ensure your ads only reach “cold” audiences.
Hat tip to PPC News Feed.
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