As the digital landscape continues to evolve in response to user privacy expectations and regulatory pressures, businesses using Google Ads face an important deadline: July 21, 2025. By this date, Google Consent Mode v2 must be implemented to maintain the effectiveness of your ad campaigns and ensure compliance with Google’s policies and broader data protection laws, such as the GDPR and the upcoming ePrivacy regulation.

What is Google Consent Mode?

Google Consent Mode is a framework developed by Google that allows your website to adjust the behavior of Google tags based on a user’s consent preferences. Instead of fully blocking tracking scripts when a user declines cookies, Consent Mode enables you to send anonymized pings that preserve some level of conversion and analytics measurement — without storing or reading cookies unless the user has given permission.

With Consent Mode v2, which was introduced to align with the EU’s Digital Markets Act (DMA), websites must now pass consent signals for two new parameters:

• ad_user_data: Determines whether user data can be used for advertising.
  
• ad_personalization: Controls if ads can be personalized.
  

What Happens If You Don’t Implement Consent Mode by July 21?

If your website serves users in the European Economic Area (EEA) and you don’t implement Consent Mode v2 by July 21, 2025, your Google Ads account will face significant consequences:

1. Loss of Measurement Data: Google will stop collecting data from EEA users who haven’t given proper consent. This means you’ll lose visibility into how users are interacting with your site — no conversions, no behavioral analytics, and no attribution.
   
2. Reduced Campaign Performance: Without accurate conversion tracking, Google Ads’ machine learning models can’t optimize your campaigns effectively. This will likely result in higher costs per acquisition (CPA) and decreased return on ad spend (ROAS).
   
3. Ad Personalization Disabled: Without the proper consent signals, Google will not personalize ads for EEA users, which can reduce relevance and lower click-through rates.
   
4. Potential Compliance Issues: Not using Consent Mode v2 may expose your business to regulatory scrutiny, especially if you’re using third-party cookies or processing personal data without valid consent under GDPR.

Further, Google has started sending emails to advertisers, warning about potential suspension for non-compliant accounts;

Action needed

“We may take action, including disabling personalised and non-personalised ads, remarketing and conversion tracking functionality if the policy violations have not been resolved by 21 Jul 2025.  We encourage you to resolve any non-compliance as soon as possible to avoid any impact to your services.”

“Please check the site(s) or app(s) listed in the attached file and take action to ensure that they comply with our policy. We will re-review your site(s) or app(s) regularly and monitor your account. We may take action, including suspension, if the policy violations have not been resolved by 21 Jul 2025.”

Why This Deadline Matters

The July 21 deadline is more than just a technical milestone. It reflects the wider shift toward a privacy-first internet. Consumers are increasingly aware of their digital rights, and regulators are enforcing stricter standards around consent and data usage. By adopting Consent Mode, you’re not just preserving your Google Ads performance — you’re also building a foundation of trust with your users.

Furthermore, Google is one of the “gatekeepers” under the Digital Markets Act, meaning it is legally required to ensure that data collection on its platforms complies with European laws. This is why Google is making Consent Mode v2 mandatory — and why ignoring this requirement can severely impact your digital strategy.

Take Action Now

If you haven’t already implemented Consent Mode v2, now is the time. Use a certified Consent Management Platform (CMP) such as Termly that integrates with Google’s requirements, and ensure your tag configuration supports the updated consent signals.

The countdown to July 21, 2025, has begun. Failing to act could result in serious disruptions to your marketing efforts — and the longer you wait, the harder it will be to catch up. Contact us now and we will help you get back on track.

This article includes an affiliate link. Yoma may receive a commission if you purchase through this link.