Go to Tools & Settings in Google Ads, click Conversions under Measurement, then hit the plus button to create a new conversion action. You'll choose the conversion source—website is most common, but you can also track app installs, phone calls, or imports from CRM systems. For website conversions, define what counts: form submissions, purchases, page views of a thank-you page, or button clicks. Google generates a global site tag and an event snippet. The global tag goes on every page of your site (install once), and the event snippet fires only on the conversion page, like /thank-you or your checkout confirmation. Install through Google Tag Manager if you're running multiple tracking pixels—it's cleaner and you won't need dev access for every change. In GTM, create a new tag with Google Ads Conversion Tracking as the type, paste your Conversion ID and Label from Google Ads, and set the trigger to fire on your conversion page or event. Test with GTM's preview mode before publishing. If you're adding the tag directly to your site code, paste the global tag in the header and the event snippet right before the closing body tag on the conversion page. Set a conversion value if you know the dollar amount (e-commerce transactions should pass dynamic values), or use a static value for leads if you know average customer worth. Count settings matter: choose One for lead forms where duplicate submissions don't add value, or Every for e-commerce where multiple purchases should all count. At Ottawa SEO, we typically see conversion data populate within 24 hours, but Google needs at least 15 conversions in 30 days before automated bidding strategies like Target CPA or Maximize Conversions work reliably. Verify the tag is firing using Google Tag Assistant or the Google Ads status column. If conversions aren't showing up after 48 hours, check that your conversion page isn't blocked by robots.txt, the tag is on the right page, and there's no conflicting code stripping scripts. Cross-reference with Google Analytics goals to confirm user behavior matches what you're tracking.