diff --git a/cloudbaseinit/plugins/windows/licensing.py b/cloudbaseinit/plugins/windows/licensing.py
index b06ed2a4..cd57fa0d 100644
--- a/cloudbaseinit/plugins/windows/licensing.py
+++ b/cloudbaseinit/plugins/windows/licensing.py
@@ -64,17 +64,15 @@ def _set_kms_host(self, service, manager):
             manager.set_kms_host(*kms_host.split(':'))
 
     def _activate_windows(self, service, manager):
-        if CONF.activate_windows:
-            # note(alexpilotti): KMS clients activate themselves
-            # so this could be skipped if a KMS host is set
-            LOG.info("Activating Windows")
-            activation_result = manager.activate_windows()
-            LOG.debug("Activation result:\n%s" % activation_result)
+        # note(alexpilotti): KMS clients activate themselves
+        # so this could be skipped if a KMS host is set
+        LOG.info("Activating Windows")
+        activation_result = manager.activate_windows()
+        LOG.debug("Activation result:\n%s" % activation_result)
 
     def _log_licensing_info(self, manager):
-        if CONF.log_licensing_info:
-            license_info = manager.get_licensing_info()
-            LOG.info('Microsoft Windows license info:\n%s' % license_info)
+        license_info = manager.get_licensing_info()
+        LOG.info('Microsoft Windows license info:\n%s' % license_info)
 
     def execute(self, service, shared_data):
         osutils = osutils_factory.get_os_utils()
@@ -82,19 +80,19 @@ def execute(self, service, shared_data):
         if osutils.is_nano_server():
             LOG.info("Licensing info and activation are not available on "
                      "Nano Server")
-        else:
-            manager = licensing.get_licensing_manager()
-
-            eval_end_date = manager.is_eval()
-            if eval_end_date:
-                LOG.info("Evaluation license, skipping activation. "
-                         "Evaluation end date: %s", eval_end_date)
-            else:
-                self._set_product_key(service, manager)
-                self._set_kms_host(service, manager)
-                self._activate_windows(service, manager)
-                manager.refresh_status()
+            return base.PLUGIN_EXECUTION_DONE, False
+
+        manager = licensing.get_licensing_manager()
 
+        # set kms / avma product keys and kms hosts if any
+        self._set_product_key(service, manager)
+        self._set_kms_host(service, manager)
+
+        if CONF.activate_windows:
+            self._activate_windows(service, manager)
+
+        if CONF.log_licensing_info:
+            manager.refresh_status()
             self._log_licensing_info(manager)
 
         return base.PLUGIN_EXECUTION_DONE, False
diff --git a/cloudbaseinit/tests/plugins/windows/test_licensing.py b/cloudbaseinit/tests/plugins/windows/test_licensing.py
index 1fd49239..2db4a072 100644
--- a/cloudbaseinit/tests/plugins/windows/test_licensing.py
+++ b/cloudbaseinit/tests/plugins/windows/test_licensing.py
@@ -94,9 +94,8 @@ def test_activate_windows(self):
         expected_logs = [
             "Activating Windows",
             "Activation result:\n%s" % activate_result]
-        with testutils.ConfPatcher('activate_windows', True):
-            with self.snatcher:
-                self._licensing._activate_windows(mock_service, mock_manager)
+        with self.snatcher:
+            self._licensing._activate_windows(mock_service, mock_manager)
         self.assertEqual(self.snatcher.output, expected_logs)
         mock_manager.activate_windows.assert_called_once_with()
 
@@ -110,37 +109,33 @@ def _test_execute(self, mock_get_licensing_manager,
                       mock_set_product_key,
                       mock_set_kms_host,
                       mock_activate_windows,
-                      nano=False, is_eval=True):
+                      nano=False):
         mock_service = mock.Mock()
         mock_manager = mock.Mock()
         mock_get_licensing_manager.return_value = mock_manager
         mock_osutils = mock.MagicMock()
         mock_osutils.is_nano_server.return_value = nano
         mock_get_os_utils.return_value = mock_osutils
-        mock_manager.is_eval.return_value = is_eval
         mock_manager.get_licensing_info.return_value = "fake"
         expected_logs = []
-        with self.snatcher:
-            response = self._licensing.execute(service=mock_service,
-                                               shared_data=None)
+        with testutils.ConfPatcher('activate_windows', True):
+            with self.snatcher:
+                response = self._licensing.execute(service=mock_service,
+                                                   shared_data=None)
 
         mock_get_os_utils.assert_called_once_with()
         if nano:
             expected_logs = ["Licensing info and activation are "
                              "not available on Nano Server"]
             self.assertEqual(self.snatcher.output, expected_logs)
-            return    # no activation available
+            return
         else:
-            if not is_eval:
-                mock_set_product_key.assert_called_once_with(mock_service,
-                                                             mock_manager)
-                mock_set_kms_host.assert_called_once_with(mock_service,
+            mock_set_product_key.assert_called_once_with(mock_service,
+                                                         mock_manager)
+            mock_set_kms_host.assert_called_once_with(mock_service,
+                                                      mock_manager)
+            mock_activate_windows.assert_called_once_with(mock_service,
                                                           mock_manager)
-                mock_activate_windows.assert_called_once_with(mock_service,
-                                                              mock_manager)
-            else:
-                expected_logs.append("Evaluation license, skipping activation"
-                                     ". Evaluation end date: %s" % is_eval)
             expected_logs.append('Microsoft Windows license info:\nfake')
             mock_manager.get_licensing_info.assert_called_once_with()
 
@@ -150,8 +145,5 @@ def _test_execute(self, mock_get_licensing_manager,
     def test_execute_nano(self):
         self._test_execute(nano=True)
 
-    def test_execute_is_evaluated(self):
-        self._test_execute()
-
     def test_execute(self):
-        self._test_execute(is_eval=False)
+        self._test_execute()