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Send Segments to a Google Ads Remarketing List

This procedure requires a Google Ads remarketing list, pixel code, and an Audience Manager URL destination. It is also known as a remarketing list for search ads (RLSA) integration. Applies to paid search only.
Please note that this is not a productized integration of the two systems.
To set up a Google Ads remarketing list as an Audience Manager URL destination:
  1. In your Google Ads account, create a website re-marketing list and write down your conversion ID.
  2. Use the following URL as a template for the Base URL and Secure URL. Replace the xxxxxxxx section with your conversion ID.
  3. In Audience Manager, Create a URL destination or edit an existing destination. Use the following settings when creating the destination:
    • Type: URL
    • Serialize: Enabled
    • Delimiter: Semicolon (;)
  4. In the Segment Mappings section of your URL destination, add the code from step 2 to the URL and Secure URL fields. Prefix the code with http: and https: in the URL and Secure URL fields, respectively.
    Replace encoded ampersands & with un-encoded ampersands &
    Unsecure URL code:
    Secure URL code:
  5. Click Save .
    If you're working with multiple segments, get a new pixel for each segment you want to map to a Google Ads destination. This ensures the data is applied to the appropriate remarketing list.
  6. When mapping a new segment to this destination in Audience Manager, define the mapping as aam=segmentID and replace segmentID with the ID of your segment.
  7. When defining a bucket in Google Ads, create a rule that matches the mapping defined at step 6.
A completed mapping could look similar to this: