Scaling a Google Ads account can be a challenge, especially when issues like poorly implemented or missing Consent Mode disrupt your campaigns. If your account is struggling to grow, understanding the role of Consent Mode in combination with Smart Bidding might just be the key to unlocking success. The PPC expert Thomas Eccel breaks it down.
What happens without proper Consent Mode?
When Consent Mode isn’t enabled or implemented correctly, several issues can derail your campaigns:
1. Conversions Become Less Trackable – Users who decline cookies often disappear from your data, leaving gaps in your conversion tracking.
2. Conversion Rates Drop – Incomplete data skews your conversion rates, making them appear lower than they actually are.
3. Smart Bidding “Panics” – Google’s Smart Bidding relies on accurate signals. When it sees poor performance trends, it reduces budgets to protect your campaign. Target ROAS (tROAS) bidding is especially sensitive—if the system doesn’t see a chance to deliver your target ROAS, it might avoid auctions altogether.
4. The System Loses Confidence – Without consistent performance data, Google’s algorithm assumes your campaigns are unsustainable, further reducing spend.
5. Your Budget Remains Unspent – Unspent budgets mean lost opportunities. Scaling becomes impossible in the short term until Google observes more conversions.
How Consent Mode can help
Consent Mode ensures that even when users decline cookies, Google can model the lost data in a privacy-compliant way. This restores critical performance signals and allows Smart Bidding to continue optimizing effectively.
Here’s what happens when Consent Mode is properly implemented:
- Trackable conversions: You retain accurate conversion data, even for users who opt out of cookies.
- Stable conversion rates: Your campaigns reflect actual performance, avoiding artificial drops in conversion rates.
- Optimized smart bidding: Google’s algorithm has the signals it needs to allocate budgets and achieve your targets.
How to fix it
To ensure Consent Mode works for you:
- Enable Consent Mode. Activate it in your Google Ads account.
- Implement It Correctly. Use a reliable consent management platform for proper integration.
Once Consent Mode is in place, your campaigns will regain the consistency needed for Smart Bidding to thrive, helping you scale your account effectively.
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