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How to Setup Google Ads Conversions with Google Tag Manager
1) Login to Google Ads
2) Navigate to Goals (Left-hand-side menu)
3) Open Conversions dropdown menu
3) Select Summary
4) Click on Create Conversion Action
5) Select Conversions on a website (make sure you can see your Google Tag, if not, click edit, insert your website's URL and select your Google Tag)
6) Click Save and continue
7) Click Add conversion actions and select your Google Tag
8) Select Set up manually using code (Save and continue)
9) Select Use Google Tag Manager
10) Navigate to Google Tag Manager
11) Create a New Tag
12) Click on Tag configuration and select Google Ads
13) Select Google Ads Conversion Tracking
14) Paste your Conversion ID and Conversion Label (from Google Ads)
15) Create and configure a new Trigger (when your Conversion is happening)
16) Save, Submit and Publish your Google Tag Manager Container
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Frequently Asked Questions on Setting up Conversions in Google Ads via Google Tag Manager (GTM)
Why should I use Google Tag Manager to set up Google Ads conversions?
Using Google Tag Manager (GTM) allows you to manage and deploy all your Google Ads conversion tags from one place — without editing your website’s code. It makes tracking setup faster, more flexible, and error-free, especially when you’re managing multiple campaigns or conversion actions.
How do I set up Google Ads conversions in GTM? (Example 1 — Button Click Conversion)
In Google Ads, go to Tools & Settings → Conversions → + New Conversion Action.
Choose Website → Add your domain → Track actions on your website.
Name your conversion (e.g., “Lead Form Submission”).
Copy the Conversion ID and Conversion Label.
In GTM, click Tags → New → Google Ads Conversion Tracking.
Paste your Conversion ID and Label, and set the Trigger → Page View → Thank You Page URL.
Save, preview, and publish your container.
How do I track button clicks as conversions in GTM? (Example 2 – Click Event Conversion)
In GTM, click Triggers → New → Click → All Elements.
Configure the trigger to fire when the Click Text or CSS Selector matches your button.
Create a new Google Ads Conversion Tracking Tag and add the Conversion ID and Label.
Assign the button click trigger to this tag.
Use Preview Mode to test before publishing.
Now your conversion will fire whenever the button is clicked.
How do I track form submissions as conversions in GTM? (Example 3 – Form Submission Trigger)
In GTM, click Triggers → New → Form Submission.
Enable Check Validation and configure conditions (e.g., Form ID, Page URL).
Create a new Google Ads Conversion Tag and enter your Conversion ID and Label.
Assign your form trigger to the tag and publish.
You’ll now track leads generated via form submissions accurately in Google Ads.
