Set up Google Ads lead conversion tracking with Google Tag Manager

Purpose

Google Ads can only optimise towards leads it can see. This procedure creates a dedicated lead conversion action, fires it through Google Tag Manager on the same reliable success signal used for GA4, and makes sure it counts once per enquiry. It is finished when Tag Assistant shows the conversion firing once on a test submission and Google Ads reports the action as recording conversions.

Scope

In scope

• Creating a website lead conversion action with the right settings
• Deploying the Conversion Linker and Google Ads conversion tag in GTM
• Testing and confirming the conversion status

Out of scope

• Choosing the success signal (follow the first phase of WW-003)
• Enhanced conversions, offline conversion imports and call tracking
• Bid strategy changes after conversions start recording

Roles and responsibilities

Role	Responsibility
Paid media specialist	Creates the conversion action, builds the tags and tests them.
Website owner	Approves test submissions and confirms leads arrive.
Reviewer	Checks the conversion settings and quality checks.

Prerequisites

• GTM installed on every page (WW-001) with publish access.
• A reliable lead success trigger already in GTM (built in WW-003).
• Admin or Standard access to the Google Ads account (see WW-015 for access).
• Agreement on a lead value, or a decision to use no value.

Procedure

Create the conversion action

Configure the action to count leads, not clicks.

1. In Google Ads, open Goals, then Conversions, then Summary, and click New conversion action. Choose Website.
2. Enter the website domain, then choose to set up the conversion manually using code.
3. Set the goal category to Submit lead form, name the action Lead · Website form, and choose a value: use the agreed lead value or Don't use a value.
4. Set Count to One, so a person submitting several forms in one session counts as one lead. Keep the default click-through conversion window unless the sales cycle is long.
5. Save, then choose Use Google Tag Manager and copy the Conversion ID and Conversion label into the work ticket.

Add the Conversion Linker

The Conversion Linker stores click information so conversions can be attributed.

1. In GTM, check Tags for an existing Conversion Linker tag. If none exists, create one with the trigger All Pages and name it Google Ads · Conversion Linker.

   [!NOTE] If the container has a Google tag for the same Google Ads account, it can handle linking automatically, but a dedicated Conversion Linker tag is harmless and makes the setup explicit.

Add the conversion tag

Fire the conversion on the same success signal used for GA4.

1. Create a new tag of type Google Ads Conversion Tracking and paste the Conversion ID and Conversion label.

2. Attach the lead success trigger from WW-003 (for example Lead · contact · success). Name the tag Google Ads · Lead · Website form.

3. Save the tag.

   [!WARNING] Use the same success trigger as GA4. Firing Google Ads on a different, looser trigger causes the two platforms to disagree and can inflate reported leads.

Test and publish

Prove one submission counts as one conversion.

1. Click Preview, submit the form with the agreed test details, and confirm both the Conversion Linker and the conversion tag fired, with the conversion tag firing once.
2. Submit an invalid form and confirm the conversion tag does not fire.
3. Click Submit, name the version Google Ads lead conversion, and publish.

Confirm in Google Ads

Make sure Google Ads is receiving the data.

1. In Goals, Conversions, check the action's status. Within a few hours of real traffic it should change from Inactive or Unverified to Recording conversions.
2. Confirm the action is set as a Primary action in the right goal so bid strategies optimise towards it, and that no older duplicate lead action is also primary.

Quality checks

• The conversion action counts One per interaction and uses the agreed value.
• A Conversion Linker fires on all pages.
• The conversion tag uses the same success trigger as GA4 and fires once per valid submission.
• The action shows Recording conversions within 48 hours of traffic.
• Only one primary lead action exists for the website form.

Troubleshooting

Symptom	Likely cause	Fix
Status stays Unverified	Tag not published, or no ad traffic yet	Check the live GTM version and wait for real ad clicks.
Conversions double GA4 leads	Count set to Every, or duplicate primary actions	Set count to One and demote old duplicate actions.
Tag fires on page load	Wrong trigger attached	Attach the success trigger from WW-003.
Conversions missing for some browsers	No Conversion Linker, or consent blocking	Add the Conversion Linker and review the consent setup.

Records

• Record the conversion action name, ID, label, count setting, value and GTM version in the client's tracking plan.

References

• Set up conversion tracking for your website (Google Ads Help)
• Google Ads conversions with Tag Manager (Google Tag Manager Help)
• About the Conversion Linker tag (Google Tag Manager Help)
• About conversion counting options (Google Ads Help)