Google Launches New Prospects Targeting Mode for Cold Audiences

Google has introduced a new "prospects" targeting mode designed to reach consumers who have never interacted with a brand before. The mode automatically excludes users who have purchased previously, searched for brand terms, visited a website or app, or engaged with brand content across Google and YouTube, thereby focusing ad spend entirely on cold audiences still in the discovery phase. It is part of Google’s New Customer Acquisition Value Mode, which assigns higher value to new buyers while still reaching existing customers. Advertisers using this mode saw a 9% improvement in ROAS when valuing new customers at twice the average order value. The feature represents a shift toward AI‑powered audience exclusions and automation, giving brands more control over incremental growth. As AI‑driven targeting expands, platforms increasingly use behavioral signals, first‑party data, and automated exclusions to identify users earlier in the purchase journey.

The new prospects mode could help advertisers reach entirely new users earlier in the buying journey while improving acquisition efficiency through AI‑powered audience exclusions and automation. It also highlights how AI‑driven targeting is becoming a key tool for balancing growth with efficiency.

Overall, Google’s move signals a broader industry trend toward more precise, AI‑enhanced targeting that prioritizes cold audiences and optimizes spend for incremental customer acquisition.