Google has a odd C++ style guide that rules out a lot of useful things for their own reasons.
There is no reason why make could not work with modules if someone wanted to go through the effort. The CMake people have even outlined what needs to be done. Ninja is so much nicer that you should switch anyway - I did more than 10 years ago.
I do use Ninja when I use CMake, but honestly that mostly comes down to the fact that the Makefiles generated by CMake are horrifically slow. I don't particularly love CMake, I only use it because the C++ ecosystem really has nothing better to offer. (And there's no chance I'm going to redistribute a project that can't build with the Makefile generator, at least unless and until Ninja is default.)
Anyway, the Google C++ style guide has nothing to do with why C++ modules aren't and won't be used at Google, it's because as-implemented modules are not an obvious win. They can theoretically improve performance, but they can and do also make some cases worse than before.
I don't think most organizations will adopt modules at this rate. I suspect the early adopters will wind up being the only adopters for this one.
There is no reason why make could not work with modules if someone wanted to go through the effort. The CMake people have even outlined what needs to be done. Ninja is so much nicer that you should switch anyway - I did more than 10 years ago.