As AdWords is a URL destination, AAM fires the AdWords tag every time a
user qualifies for the mapped segment comprising of at least 1 onsite
trait. In the use case mentioned, you would want to send out standalone
3rd party data for new users to AdWords for which you want to bid
differently. Unfortunately, this kind of segment can’t be sent via a URL
destination as the tag will not fire unless the user visits the site and
qualifies for segment.