For authenticating end users to things like IoT services, many cloud services have a custom option: The client authenticates with the dev's own server (however the dev implements that), which in turn gets a token from the cloud service and sends that to the client for authentication with the cloud service. Amazon and Twilio are examples of this. This allows for a fully customizable auth.
If I understand correctly, Google Cloud Platform requires end users to authenticate with Google's OAuth2 service, meaning they must sign in with a Google account. I don't see any way around this, but the limitation is so severe that I wonder if I'm missing something. Is there some way I can instead authenticate users my own way?