Upon Agreement termination or expiry, Google is required to delete all Customer Personal Data including copies within 180 days; for services without built-in deletion functionality, Google may charge a reasonable cost-based fee for manual deletion upon Customer request.
This analysis describes what Google Ads's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
This provision establishes the maximum data retention period post-termination as 180 days and introduces a potential cost-based fee for deletion in services lacking built-in deletion functionality, both of which are operationally material for data lifecycle management and GDPR Article 28(3)(g) compliance.
Under this provision, advertisers can expect Customer Personal Data to be deleted within 180 days of Agreement termination, though deletion of data in services without built-in deletion tools may be subject to a fee calculated on Google's reasonable costs, which Google must disclose in advance.
Cross-platform context
See how other platforms handle Data Deletion Obligations and Timelines and similar clauses.
Compare across platforms →"Customer instructs Google to delete all remaining Customer Personal Data (including existing copies) from Google's systems at the end of the Term in accordance with applicable law. Google will comply with this instruction as soon as reasonably practicable and within a maximum period of 180 days, unless applicable laws require storage. Google may charge a fee (based on Google's reasonable costs) for any data deletion under Section 6.1.2(a). Google will provide Customer with further details of any applicable fee, and the basis of its calculation, in advance of any such data deletion.Excerpt from Google Ads's Data Processing Terms
REGULATORY LANDSCAPE: This provision engages GDPR Article 28(3)(g), which requires processors to delete or return all personal data at the controller's choice upon termination of processing services.
Enforcement risk, jurisdiction flags, contract triggers, and due diligence action items.
Get the research letter
Companies change their terms quietly. We read every version and catch what actually changed. One email a week on the changes that matter and what they mean.
This provision establishes the maximum data retention period post-termination as 180 days and introduces a potential cost-based fee for deletion in services lacking built-in deletion functionality, both of which are operationally material for data lifecycle management and GDPR Article 28(3)(g) compliance.
Under this provision, advertisers can expect Customer Personal Data to be deleted within 180 days of Agreement termination, though deletion of data in services without built-in deletion tools may be subject to a fee calculated on Google's reasonable costs, which Google must disclose in advance.
No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by Google Ads.