Google Ads Launches "New Prospects" Mode for True Cold Audience Acquisition
Search Engine Land · May 28 · 1 min read
What happenedGoogle is rolling out a "new prospects" mode within its Customer Acquisition tools, designed to target consumers completely unfamiliar with a brand. This AI-powered feature automatically excludes users who have previously purchased, searched for brand terms, or engaged with brand content, focusing ad spend on entirely "cold" audiences in the discovery phase.
Why it matters for marketersGoogle's AI is now enabling advertisers to aggressively pursue incremental growth by isolating truly cold audiences, moving beyond simple non-purchaser targeting to find users earlier in the funnel.
Topics: google ads, customer acquisition, ai targeting, cold audiences