Google Ads is built into the Foundation CMS tracking settings: the site loads the Google tag after a visitor accepts marketing cookies, so visitors can be retargeted, and it can send a lead conversion once when a form is submitted. Campaigns get measured on real enquiries without anyone editing code.
Overview
This integration connects Foundation CMS with Google Ads. Foundation CMS is Swarm Labs' multi-tenant content management system on Cloudflare Workers. It holds a site's content and hands it to the site as whole, typed records, and every site runs as its own Worker with its own database and media bucket. Two settings drive it: the Google Ads tag ID, AW- followed by digits, and optionally a lead conversion, the conversion action's send-to value.
Business Context and Core Use Case
A business paying for clicks needs to know which ones turned into enquiries, and to reach people who visited but did not get in touch. Both usually need tags added by hand, and both are often half done. On a Foundation CMS site an administrator enters two values and the campaign is measured on real form submissions, not page views.
The Applications Involved
Foundation CMS (Foundation CMS) draws the Google tag, applies consent and fires the lead conversion when a form submission is accepted.
Google Ads (Google Ads) builds audiences from site visitors and counts conversions against campaigns.
How the Integration Works
The tag ID comes from Google Ads (Tools, Data manager, Google tag) and goes into the site's tracking settings. The tag loads only after a visitor accepts marketing cookies. If a lead conversion is set, the site sends it once when that visitor submits a form successfully. If HubSpot already carries the Google Ads tag, this setting stays empty, or every visit is counted twice.
Immediate Operational Value
Conversions are counted on the event that matters, an accepted enquiry, so bidding works from real leads. Because the tag is drawn by the site, it is on every page, including landing pages built in the CMS for a campaign.
Security, Access, and Governance
Foundation CMS sites carry a privacy box that every visitor sees until they decide. Essential cookies are always on; analytics and marketing tags load only after a yes, and turning the box off means no optional scripts at all. Both fields only accept correctly shaped values, so a mistyped ID is caught before it reaches the site. A conversion is sent only for a visitor who accepted marketing cookies.
Summary
Two values in a Foundation CMS site's settings give Google Ads its audiences and its lead conversions, behind the site's own privacy box.
Frequently asked questions
What counts as a conversion?
A form submission the site accepts, sent once, for a visitor who accepted marketing cookies.
What if HubSpot already has the Google Ads pixel?
Leave the site's Google Ads setting empty, or every visit is counted twice.
Do campaign landing pages need extra tagging?
No. The site draws the tag on every page, including new ones built in the CMS.
Does the tag load before consent?
No. It loads only after a visitor accepts marketing cookies.
