Google rolls out 1st Order Promotions for Shopping Ads

Google is giving merchants a new way to hook first-time shoppers. The search giant launched 1st Order Promotions — also known as New Customer Promotions — for Shopping ads, letting brands offer exclusive discounts to new buyers directly in their paid listings.

Why we care. Ecommerce is increasingly competitive, and acquiring new customers is getting more expensive. By surfacing exclusive new-customer discounts directly in Shopping ads – and having them auto-applied – brands can boost click-through and conversion rates without adding friction. It’s a strategic way to stand out in crowded SERPs and turn first-time browsers into buyers.

How it works:

• Discount types. Merchants can offer either a percentage or dollar amount off.
• No minimum spend. Promotions can’t require a minimum purchase.
• Ad-only. Only available on paid Shopping ads – not free listings.
• Goal required. Campaigns must use the New Customer Acquisition Goal.
• Approval needed. Promos must be submitted and approved in Merchant Center via promotion feed, builder, or API.
• Availability. Limited to U.S. merchants on an allowlist.

Go deeper. Google’s setup guide for 1st Order Promotions