Google Ads is testing auto-assigned New Customer Value (NCV) within New Customer Acquisition campaigns, injecting a fixed value without advertiser consent. This padding inflates conversion value and ROAS metrics and introduces many “unknown” classifications that muddy analysis. Because Smart Bidding optimizes to value signals, these phantom values can misdirect spend. For contractors (HVAC, plumbing, electrical), the mismatch between real booked jobs and Google’s guessed value can erode trust and shift budget away from qualified calls, so teams should audit columns and anchor optimization to calls, booked jobs, and CPA rather than Google’s assumed LTV.

Google’s Auto “New Customer Value” Can Wreck Your ROAS — Here’s How Contractors Should Respond

TL;DR Google Ads is testing automatic “New Customer Value” in New Customer Acquisition campaigns without consent. It inflates reported revenue, shifts ROAS and efficiency metrics, and muddies analysis with a pile of “unknown” classifications. Contractors: audit your columns now, don’t let bidding chase phantom value, and keep optimization anchored to calls, booked jobs, and CPA—not Google’s guess at lifetime value.

What changed (and why it matters)

Google Ads is quietly testing auto-assigned “New Customer Value” (NCV) inside New Customer Acquisition (NCA) campaigns. In some accounts, Google is dropping in a value—e.g., 200 DKK—without advertiser consent. Advertisers report they cannot remove it. That injected value then rolls up into your conversion value and ROAS, making campaigns look like they’re printing money when they might just be receiving accounting fluff.

Compounding the mess, many conversions are labeled “unknown” (neither new nor returning), which means analysis gets murky fast. And because Smart Bidding loves value-based signals, any phantom value can steer spend in the wrong direction.

Why this is a problem for HVAC, plumbing, and electrical shops

In home services, revenue doesn’t happen at the click—it happens at the booked job. Google doesn’t know your actual first-year profit, repeat rate, seasonal mix, or how many leads turn into jobs. When the platform invents value, your dashboards inflate, your ROAS “improves,” and budget shifts toward campaigns that may not be driving qualified calls. That’s the opposite of what we want.

• Inflated revenue makes value-based bidding (Maximize conversion value/Target ROAS) overconfident, often at higher CPCs.
• Reporting drift erodes trust between marketing and the business when CRM job revenue doesn’t match Google’s “value.”
• “Unknown” classification undercuts the point of new-customer reporting—if Google can’t tell, you can’t optimize cleanly.

How to see if you’re affected

1. In Google Ads, add these columns at campaign level:
   • New customers
   • Customer acquisition
   • Customer acquisition value
   • Conversion value and Value/Conv.

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