GOOGLE ADSTECHNOLOGY
A recently confirmed bug in Google Ads has caused widespread disruption to campaigns using the New Customer Acquisition (NCA) setting—particularly the “Only bid for new customers” option. If you’ve noticed a sudden drop in spend or leads, you’re not alone.
What Happened?
On May 15, 2025, advertisers began noticing their NCA campaigns stopped spending entirely. Google later confirmed the issue, explaining that campaigns configured to target only new customers had effectively paused due to a system-level bug.
According to Search Engine Land, Google has acknowledged the bug and implemented a fix. As of May 19, ad delivery is expected to resume normal performance.
Why This Matters
The NCA feature is a strategic tool for advertisers aiming to grow their customer base while avoiding wasted spend on returning buyers. When used correctly, it helps prioritise first-time buyers, making it ideal for eCommerce, service-based businesses, and subscription models.
A sudden stop in spend means:
Your lead funnel may have dried up without warning.
Your ROAS may be temporarily skewed.
Any “new customer only” targeting became ineffective for a few days.
Who Typically Uses New Customer Acquisition in Google Ads?
The NCA setting is a powerful tool for brands focused on growth, lead generation, and first-time conversions. It’s especially valuable for:
Subscription-based businesses (e.g. food boxes, SaaS tools, gyms)
Ecommerce stores with high LTV (lifetime value)
Service providers looking to expand their client base (e.g. tradies, consultants, agencies)
B2B companies that want to filter out current or low-intent users
Retailers running promotional offers specifically for new customers
By optimising for new customers only, these businesses aim to spend smarter—ensuring that their budget is focused entirely on attracting fresh demand, not retargeting existing users.
What You Should Do Now
If you’ve been running NCA campaigns recently, here’s how to get back on track:
1. Double-Check Your Campaign Settings
Confirm your bidding strategy hasn’t defaulted to something else during the bug window. If your campaigns are still paused or spending less, you may need to briefly switch to a broader setting until full performance returns.
2. Monitor Campaign Performance Closely
Pull a report from the past 14 days to track spend and conversions. Watch for unusual dips and make a note of what changed around May 15.
3. Don’t Panic—But Stay Proactive
Bugs happen—even with platforms as massive as Google Ads. But this is a timely reminder to audit your campaigns regularly and have fallbacks in place for acquisition strategies.
A Note on Transparency
We believe in giving credit where it’s due. This story was first reported by Search Engine Land, a trusted authority in digital advertising news.
How Divergent Digital Can Help
As a specialist Google Ads and SEO agency, we keep a close eye on changes like these to ensure our clients’ campaigns don’t fall through the cracks. Whether it’s responding to sudden bugs or optimising acquisition funnels, we’ve got you covered.
📞 Want us to take a look at your account?
Get in touch with us today and let’s make sure your campaigns are in shape—no matter what curveballs the ad platforms throw your way.
