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How to Set Up Remarketing Campaigns in Google Ads?

Remarketing is a powerful strategy in digital advertising, allowing you to reconnect with users who have previously interacted with your website or mobile app.

By leveraging the data collected from these interactions, you can serve tailored ads to these potential customers as they browse other sites or use apps within the Google Display Network.

Here’s a step-by-step guide on how to set up remarketing campaigns in Google Ads.

Step 1: Set Up Google Ads and Google Analytics

Before you can start a remarketing campaign, ensure that you have an active Google Ads account and Google Analytics set up for your website.

  1. Sign in to Google Ads: If you don’t already have an account, create one at Google Ads.

  2. Link Google Ads with Google Analytics: This integration will allow you to share data between the two platforms, facilitating a more seamless remarketing setup. Navigate to the Admin section in Google Analytics, select ‘Google Ads Linking,’ and follow the instructions.

Step 2: Create a Remarketing Audience

  1. Navigate to Audience Manager: In your Google Ads account, click on the tools icon in the upper right corner and select ‘Audience Manager’ under the ‘Shared Library’ section.

  2. Create a New Audience: Click the blue plus button and select ‘Website Visitors.’ Here, you can define the criteria for your remarketing audience. For example, you might create an audience of users who visited your homepage but did not make a purchase.

Step 3: Install the Remarketing Tag

  1. Access Your Remarketing Tag: In Audience Manager, navigate to the ‘Audience sources’ tab. Click on ‘Set up Tag’ next to Google Ads tag.

  2. Install the Tag: You will be provided with a snippet of code. Add this code to the header section of your website. If you’re using a CMS like WordPress, there are plugins available to help you with this process.

Step 4: Define Your Remarketing List

  1. Specify List Membership Duration: Decide how long you want users to stay on your remarketing list. This can be up to 540 days.

  2. Segment Your Audience: You can create different lists based on various user actions, such as visiting specific pages, spending a certain amount of time on your site, or completing certain actions like filling out a form.

Step 5: Create Your Remarketing Campaign

  1. Start a New Campaign: In Google Ads, click on the blue plus button to create a new campaign. Select your campaign goal (e.g., Sales, Leads) and choose ‘Display’ as your campaign type.

  2. Choose Remarketing as Your Targeting Option: In the ‘Audiences’ section, select the remarketing list(s) you created earlier.

Step 6: Design Your Ads

  1. Create Compelling Ad Creatives: Design ads that are visually appealing and relevant to your remarketing audience. Use high-quality images and clear calls-to-action.

  2. Responsive Display Ads: Google Ads allows you to create responsive display ads that automatically adjust their size, appearance, and format to fit available ad spaces.

Step 7: Set Your Budget and Bidding Strategy

  1. Define Your Budget: Decide how much you’re willing to spend daily or monthly on your remarketing campaign.

  2. Choose a Bidding Strategy: Google Ads offers various bidding strategies like Cost-per-Click (CPC) or Cost-per-Thousand Impressions (CPM). Select the one that aligns with your campaign goals.

Step 8: Monitor and Optimize Your Campaign

  1. Track Performance: Use Google Ads and Google Analytics to monitor the performance of your remarketing campaigns. Pay attention to metrics like click-through rates (CTR), conversion rates, and return on ad spend (ROAS).

  2. Optimize for Better Results: Continuously test different ad creatives, adjust your targeting criteria, and tweak your bids to improve campaign performance over time.


Setting up remarketing campaigns in Google Ads allows you to re-engage potential customers who have shown interest in your products or services. By following these steps, you can effectively create and manage remarketing campaigns that drive conversions and maximize your advertising ROI.

Remember, the key to successful remarketing is to provide relevant and compelling ads that remind users of the value your business offers. Happy marketing!

If you are looking for some help on setting up your remarketing campaigns, do let us know. Book your free call to discuss more.

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