Consent Counts: Implementing Google Ads Consent Mode V2 Without Sacrificing Performance
Australia’s marketers have watched European privacy law tighten for years, yet many still run the same tags they launched in 2021. That relaxed approach changed once Google hardened enforcement in early 2024. If your site reaches visitors inside the European Economic Area—even a single shopper browsing from Berlin—Google now needs verifiable consent signals or it limits remarketing, Enhanced Conversions, and audience modelling. Ignoring the upgrade costs revenue, regardless of where your office sits.