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How to Setup the Google Ads Tag via Google Tag Manager (GTM)

Writer's picture: Sotirios SeridisSotirios Seridis

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!









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


  1. Login to your Google Ads account

  2. Navigate to Tools (Left-hand-side menu)

  3. Click on Audience Manager under the Shared Library drop-down menu

  4. Click on Your Data Sources

  5. Select Google Ads Tag

  6. Under Tag setup, select Use Google Tag Manager

  7. Copy the Conversion ID

  8. Navigate to your Google Tag Manager

  9. Add a new Tag

  10. Click on Tag Configuration and select Google Ads > Google Ads Remarketing

  11. Paste Conversion ID

  12. Click on Triggering

  13. Select All Pages

  14. Save the Tag

  15. Submit and Publish your Google Tag Manager Container





Frequently Asked Questions on Setting Up the Google Ads Tag via Google Tag Manager (GTM)




How do I set up remarketing lists after adding the tag?


  • Go to Google Ads and find "Audience Manager" in the Shared Library

  • Under "Your data segments", click on the "+" symbol

  • Select Website Visitors

  • Create your remarketing lists by choosing who you want to target (like people who visited specific pages or took certain actions)

  • Give each list a name and set any rules (like minimum membership duration)




What is the difference between the Remarketing Tag and the Conversion Tracking Tag?


Remarketing Tag (Google Ads Tag):

  • Tracks website visitors so you can show them ads later

  • Usually goes on all pages of your website

  • Helps you build lists of people to target with ads


Conversion Tag:

  • Tracks when someone takes a specific action (like making a purchase)

  • Only goes on specific pages (like thank you pages)

  • Helps you measure if your ads are working




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