Microsoft Advertising introduced a new customer acquisition feature in open beta for Performance Max campaigns that use purchase goals. Advertisers can now choose to increase bids specifically for new customers or focus campaigns exclusively on acquiring them.
This allows businesses to target net-new customer revenue alongside existing campaigns. Best practices include assigning a conversion value to new customers and refreshing audience lists daily or weekly.
Performance Max received several platform improvements for greater control and efficiency. Share of voice metrics became available with data back to November 10, 2025.
Asset groups now support URL options and tracking templates at that level for better data segmentation. The search theme limit doubled to 50 per campaign, ensuring full inclusion during imports.
Enhanced asset group imports preserve eligible assets even if some images fail size requirements, exceed the prior 25-image limit, or include auto-generated logos.
Audience ads gained general availability for content targeting, with options for placement targeting on premium Microsoft properties like MSN, Outlook, Microsoft Casual Games, and Microsoft Edge, or topic targeting across categories such as Finance, Travel, and Health.
Why This Matters Today
These updates address advertiser demands for more precise controls within automated campaigns like Performance Max, particularly for customer growth strategies in a competitive paid search environment.
The new customer acquisition beta and doubled search theme limit give marketers stronger signals to guide AI optimization without manual keyword management, while transparency tools like share of voice metrics help diagnose performance gaps.
Content targeting in Audience ads expands contextual reach beyond search, enabling alignment with user interests on Microsoft-owned sites and partners.
Combined with reporting enhancements, these changes support data-driven refinements. Location and import improvements reduce setup friction for global or multi-region campaigns.
Our Key Takeaways:
- Microsoft Advertising launched new customer acquisition goals in open beta for Performance Max purchase campaigns, allowing bid increases or exclusive focus on new customers.
- Share of voice metrics, asset group tracking templates, a doubled search theme limit to 50, and improved asset imports enhance transparency and efficiency in Performance Max.
- Content targeting is now generally available in Audience ads, with placement and topic options, a dedicated report, plus location targeting upgrades and autogenerated assets for Responsive Search Ads.
You may also want to check out some of our other tech news updates.
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