A microscopic model is developed to analyze terahertz (THz) emission after ultrashort one- and two-color laser-pulse excitations of an atomic gas. Optical Bloch equations are derived to describe the pulse-induced ionization in the many-atom system including the Coulombic scattering of the ionized electrons. The model captures the continuous transition between the tunneling and the multiphoton ionization regimes. Numerical evaluations for a wide range of pulse configurations identify optimized excitation conditions for strong THz emission.