Google Ads Retargeting Setup Checklist

1. Preparation

Define retargeting campaign objectives
Confirm Google Ads account access
Ensure Google Analytics (or equivalent) is installed
Verify website privacy policy covers remarketing

2. Audience Setup

Install Google Ads remarketing tag on all website pages
Verify tag is firing with Tag Assistant or equivalent
Create custom audience lists (e.g. All visitors, Cart abandoners, Past customers)
Set audience duration based on goals

3. Campaign & Ad Creation

Create new Display or Search retargeting campaign
Select appropriate audience lists to target
Set location, language, and device targeting
Set budget and bidding strategy
Create ad groups and ad creatives
Upload a variety of ad sizes/formats

4. Tracking & Testing

Set up conversion tracking
Test ads for correct landing page URLs
Ensure Google Ads and Analytics are linked

5. Review & Launch

Double-check audience definitions
Review ad copy and images
Set campaign start and end dates
Launch the retargeting campaign