How to Set Up the Google Ads Tag via Google Tag Manager (GTM)

Updated: Jan 2

One of the most surefire ways to elevate your PPC campaigns is by running a remarketing campaign. Lucky for you, Google has made it easy to make a remarketing list for every page of your site. Cue, the Google Ads Remarketing Tag. Follow along as we show you a simplified, step-by-step guide on how to set up the Google Ads Tag through Google Tag Manager!

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Beforehand, if you find yourself in need of some visual guidance, here's a 7-minute tutorial from XYZ Lab's Youtube Channel!

Topics Covered:

What you need to get started with installing Google Ads Tag using GTM
Step 1: Navigate to your Google Ads account and click on Tools
Step 2: Click on Audience Manager under SHARED LIBRARY
Step 3: Click on Audience Sources
Step 4: Set Up Google Ads Tag
Step 5: Set Up Google Ads Tag via Google Tag Manager
Step 6: Copy the Conversion ID
Step 7: Navigate to your GTM and Add a new Tag
Step 8: Select Google Ads Remarketing as the Tag
Step 9: Paste Conversion ID
Step 10: Select "All Pages" as the Trigger
Step 11: Save the Tag
Step 12: Submit and Publish your Google Tag Manager Container

What you need to get started with installing Google Ads Tag using GTM

To install Google Ads Tag using Google Tag Manager, of course, you will need to have these two accounts set up. Just in case you haven't already, you can follow the links below to get guidance on how to set up both accounts:

If you've got these two covered, we can move on to the actual tutorial of setting up the Google Ads Tag via GTM.

Step 1: Navigate to your Google Ads account and click on Tools

Step 2: Click on Audience Manager under SHARED LIBRARY

Step 3: Click on Audience Sources

If your account is still new and this is your first time setting up, then this is how the display should look like.

Step 4: Set Up Google Ads Tag

1. Select Google Ads Tag and click on SET UP TAG

2. Create Data Sources

Be mindful of the legal configuration of the Data Sources. In this case, we are selecting to only collect general website visit data and exclude California from remarketing lists (because we are excluding Californian users). If you do live in California and target Californian users, you need to pay attention to some of the settings here.

3. Click Save and Continue

Step 5: Set Up Google Ads Tag via Google Tag Manager

Click on Use Google Tag Manager.

Step 6: Copy the Conversion ID

Step 7: Navigate to your GTM and Add a new Tag

1. Navigate to Google Tag Manager and click on Add a new tag

2. Name the tag

Step 8: Select Google Ads Remarketing as the Tag

1. Click on Tag Configuration

2. Choose tag type: Google Ads Remarketing

Step 9: Paste Conversion ID

Step 10: Select "All Pages" as the Trigger

1. Click on Triggering

2. Select All Pages

3. Click Add

Step 11: Save the Tag

This is how the configuration should look when it is completed. We have a Google Ads Remarketing Tag with the specific Conversion ID from our Google Ads account, and the trigger is All Pages. Don't forget to save the configuration.

Step 12: Submit and Publish your Google Tag Manager Container

Submit and publish the GTM to send the changes to the live version of the website.

That's it! You have now managed to set up the Google Ads Tag via GTM! Now you're ready to start tracking and getting insights to enhance your PPC campaigns!