diff --git a/app/src/main/java/app/opendocument/droid/nonfree/AdManager.kt b/app/src/main/java/app/opendocument/droid/nonfree/AdManager.kt
index 2bee420b1e03..65afdaafa5e8 100644
--- a/app/src/main/java/app/opendocument/droid/nonfree/AdManager.kt
+++ b/app/src/main/java/app/opendocument/droid/nonfree/AdManager.kt
@@ -8,6 +8,7 @@ import com.google.android.gms.ads.AdSize
 import com.google.android.gms.ads.AdView
 import com.google.android.gms.ads.MobileAds
 import com.google.android.gms.ads.RequestConfiguration
+import com.google.android.ump.ConsentInformation
 import com.google.android.ump.ConsentRequestParameters
 import com.google.android.ump.FormError
 import com.google.android.ump.UserMessagingPlatform
@@ -95,23 +96,12 @@ class AdManager {
             {
                 UserMessagingPlatform.loadAndShowConsentFormIfRequired(activity) { loadAndShowError
                     ->
-                    if (loadAndShowError != null || !consentInformation.canRequestAds()) {
-                        // without this the banner just silently stays hidden,
-                        // and the ump sdk only logs an unspecific "Error
-                        // making request."
-                        crashManager.log(
-                            "consent form failed: " +
-                                describe(loadAndShowError) +
-                                ", canRequestAds=" +
-                                consentInformation.canRequestAds()
-                        )
-
-                        hideGoogleAds()
-
-                        return@loadAndShowConsentFormIfRequired
+                    if (loadAndShowError != null) {
+                        // the ump sdk only logs an unspecific "Error making request."
+                        crashManager.log("consent form failed: " + describe(loadAndShowError))
                     }
 
-                    activity.runOnUiThread { showAdaptiveBanner() }
+                    showAdsIfConsented(consentInformation)
                 }
             },
             { requestConsentError ->
@@ -119,11 +109,33 @@ class AdManager {
                 // times out against fundingchoicesmessages.google.com
                 crashManager.log("consent info update failed: " + describe(requestConsentError))
 
-                hideGoogleAds()
+                showAdsIfConsented(consentInformation)
             },
         )
     }
 
+    /**
+     * Whether we may load an ad is [ConsentInformation.canRequestAds] and nothing else - never
+     * whether the consent call itself came back clean.
+     *
+     * The sdk caches the user's decision, so a form that fails to show, or an update that times out
+     * because the device is offline, still leaves an earlier consent standing, and outside the
+     * regions where a form is required at all there is no decision to fail in the first place.
+     * Treating those errors as a refusal hid the banner for the rest of the session for users who
+     * had already said yes.
+     */
+    private fun showAdsIfConsented(consentInformation: ConsentInformation) {
+        if (!consentInformation.canRequestAds()) {
+            crashManager.log("consent does not allow requesting ads")
+
+            hideGoogleAds()
+
+            return
+        }
+
+        activity.runOnUiThread { showAdaptiveBanner() }
+    }
+
     // https://developers.google.com/admob/android/banner/adaptive
     // the anchored adaptive size is deprecated in favour of the inline one, which sizes the
     // banner differently - a change to make on its own rather than in passing