Hot take: God’s love is, in a way, ‘conditional’.
Let’s qualify that: It’s unconditional because He initiates it and we can’t earn it. But, it’s conditional in that we have to receive it and remain in it.
Look at it this way—for love to grow in a relationship, you do what is pleasing, loving, to each other. Love cannot thrive if you keep doing what’s hurtful to the other person.
This is what Jesus is saying. I love you, but you have to obey me so that the love we have will grow.