Google Ads is undisputedly the largest online advertising platform used by businesses worldwide. And, in order to maintain their leading position, they keep changing and evolving with time, offering more and better features.

Google has many advertising-related offerings that, together, provide a complete advertising solution for businesses. Fortunately for advertisers, these features work in tandem with several other offerings by Google.

A recent addition to Google’s suite of advertising-related offerings is the Google Tag Manager. This is basically a tag management system that can work with different sites and apps, including Google Ads.

In this post, we will take a look at how the Google Tag Manager works and how it can help enhance your Google Ads PPC campaigns.

What is the Google Tag Manager?

When you remarket to someone who filled out a form on your page, or track how your ads convert, those actions rely on Google Tags.

The Google Tag Manager (GTM) helps you update these measurement codes and code fragments (tags) on your website or mobile app. It simplifies the process of managing tags and collecting data from them. And, it doesn’t just work with Google products, but with third-party apps as well.

Using GTM’s web-based interface, you can easily set up tags, establish triggers, and create variables for your website or app. This can help you track conversions on your website without having any knowledge of codes.

Overall, think of the GTM as a quick and easy way to collect more data from your website or apps. It's takes a lot of development tasks off of your plate. Or, it keeps you from relying on a developer to handle it for you.

How GTM Can Improve Your PPC Campaigns

The Google Tag Manager can help you establish tags that help in better data collection. These can be applied to your Google Ads account as well to track conversions, retargeting, etc.

Please note that you can use GTM with any advertising platform and not just Google Ads. However, for the sake of simplicity, we will focus on only on Google Ads PPC campaigns for the scope of this post.

But before we get into how the GTM can benefit your campaigns, let’s first understand the role that tags play.

Tags are used to track online user behavior throughout their buying journey. From the point a user searches for a product to clicking on an ad and finally making a purchase, tags can collect data on user behavior. Advertisers use this data to improve their ad campaigns and better target their customers.

So, tags help advertisers collect useful user behavioral data to fuel their PPC strategies. And, the Google Tag Manager can make this data-collection process easier.

Now let’s take a look at how the Google Tag Manager can benefit your PPC campaigns.

1. Enables Better Conversion Tracking

One of the key metrics that you’ll want to measure from your ad campaigns is to understand which ads are bringing the most conversions.

The Google Tag Manager can help you track your conversions and provide detailed information. This includes the share of conversions coming via ads and also which ads are doing the best.

To track ad conversions using the Google Tag Manager, you need to set it up using the following process.

  • Start a new tag in the GTM and select “Google Ads Conversion Tracking” from the tag configuration.
  • Get the Conversion ID and Conversion Label for your ad from your Google Ads account.
  • Paste these values in the respective fields in the Google Tag Manager.
  • Set up triggers that will fire up the tag when a user takes a certain action.
  • Save and exit.

This will enable conversion tracking for your ads and will make it easy for you to collect this data for your campaign.

2. Reduces the Time Spent Dealing with Developers

The Google Tag Manager is basically a middle-step between advertisers and web developers.

The GTM allows you to set up tags and collect data without having any knowledge of codes or the need to deal with developers. This, ultimately, saves a lot of time and effort that you can spend on other important tasks.

It also reduces dependence on developers and enables marketers to perform simple tag management. This means that your process will become more efficient and quicker, as you can manage things yourself.

3. Integrates All of Your Advertising Under One Roof

If you are investing money on other advertising platforms other than Google Ads, you can integrate all your efforts and track from one place using the GTM. The Google Tag Manager allows you to create tags and collect data from all your PPC campaigns in an organized manner.

You don’t need to manage all your campaign tracking separately but can do it all from one place. This makes the whole process more efficient and saves both time and effort on your part.

4. Tracks and Optimizes Remarketing

Retargeting or remarketing means showing the same ads to relevant users, across the web, because they have previously shown an interest.

If you have ever searched for a product or checked it out on a retail website, you’ll know what we’re talking about. Those products will haunt you wherever you go or whatever website you visit, in the form of ads. These ads are what we call retargeting or remarketing ads.

The Google Tag Manager can help you track your remarketing ads’ performance and help you improve your strategy. All you need to do is set up a remarketing tag and start tracking. Here’s how you can do that.

  • Create a new tag and in the tag configuration, select “Google Ads Remarketing.”
  • Fill the Conversion ID, Conversion Label, and other fields by sourcing data from your Google Ads account.
  • Select and establish triggers for your tag.
  • Save and exit to set up the tag.


The Google Tag Manager is a brilliant tool that can integrate with other G-suite tools as well as third-party apps. It is an all-you-need tag management solution for your business that can also help boost your PPC campaigns.

From reducing your dependence on developers to providing better PPC conversion tracking, the GTM can help you in numerous ways. Using it, you can better track your remarketing ad campaigns as well. And, the best part is that it is very easy to set up and you don’t need any coding knowledge for it.

While this post mainly revolves around how the GTM can be used with Google Ads, remember that its scope is not limited to that. The GTM can, in fact, help you with all your PPC ad campaigns, regardless of the advertising platform that you use. And, it can also integrate your campaigns if you are investing in multiple advertising channels.

So, if you’re not currently using the Google Tag Manager for your PPC campaign tracking, start doing it now.