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Deploy Google Ads remarketing tags

This guide provides developers with clear, actionable steps to implement the Google Ads Remarketing tag in a GTM server container, enabling more effective remarketing campaigns across YouTube, Google Search, and the Google Display Network.
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Setting up your Google Ads Remarketing tag server-side with Google Tag Manager (GTM) and TAGGRS allows you to reach and retarget more of your website visitors, even those missed by client-side tags due to browser restrictions or ad blockers. According to our case studies, server-side remarketing can increase your retargeting reach up to 30%, improves data accuracy, and supports privacy compliance.

Access your Data Sources in Google Ads

In your Google Ads account, navigate to Tools > Shared Library > Audience Management > Your Data Sources.

Retrieve your Conversion ID

  1. Find the Google Ads tag, click Details, and scroll to Tag Set.
  2. Under Tag Set, select Google Tag Manager and copy your Conversion ID.

Prepare your GTM server container

  1. Ensure your server container is set up in Google Tag Manager.
  2. Typically, GA4 is used to send data from the client to the server container. If not yet configured, follow the recommended GA4 setup process.

Create a new Remarketing Tag

  1. In your GTM server container, go to Tags and click New.
  2. Click Tag Configuration and select Google Ads Remarketing as the tag type.

Configure the tag

  1. Paste the Conversion ID from step 2 into the tag configuration.
  2. Add a Conversion Linker tag if not already present to ensure accurate attribution.

For dynamic remarketing, check the event data box and select the relevant event data variable.
Follow the correct GA4 server-side implementation sequence to ensure Google can recognize and forward the right data for dynamic remarketing.

Set the trigger

  1. Choose GA4 Client as the trigger for your remarketing tag.
  2. Name your tag and click Save.

Validation and best practices

  1. Use GTM’s Preview mode and Tag Assistant to test your server-side remarketing tag and confirm it fires correctly.
  2. Monitor your remarketing audiences in Google Ads to ensure they are populating as expected.

FAQs

Do I need Consent Mode V2 for Google Ads Remarketing?

Yes, from March 2024, implementing Google Consent Mode V2 is required to maintain full remarketing capabilities in Google Ads. Without it, your ability to build audiences and analyze campaign performance may be restricted.

Why did my remarketing audiences decrease after switching to server-side?

This may be related to Consent Mode settings or tag misconfiguration. Ensure Consent Mode V2 is implemented and your server-side tag is set up according to Google’s guidelines
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TABLE OF CONTENTS
Access your Data Sources in Google AdsRetrieve your Conversion IDPrepare your GTM server containerCreate a new Remarketing TagConfigure the tagSet the triggerValidation and best practicesFAQsUseful resources