As an aproved Google Partner Agency, we execute high-performance PPC campaigns that navigate strict compliance policies and drive cost-effective First Time Depositors for sportsbooks and casinos.
Standard paid search strategies burn budgets in the hyper-competitive gambling sector. As an official Google Partner Agency, we execute high-performance PPC campaigns that navigate strict compliance policies and drive cost-effective First Time Depositors (FTDs) for sportsbooks and casinos.
On behalf of iGaming/Sportsbook operators globally
Average CPA improvement for iGaming campaigns
Territories covered across global iGaming markets
Advertising in the online gambling sector is uniquely complex. You are battling for highly competitive keywords where Cost Per Click (CPC) is exceptionally high, all while navigating Google’s strict real-money gaming policies and local regulatory compliance. Mismanagement of an iGaming PPC campaign does not just result in wasted spend, it can lead to immediate account suspensions.
We do not apply generic e-commerce tactics to iGaming. From navigating the Google whitelisting process to implementing complex affiliate tracking pixels, we build CPA-focused strategies designed to increase your Net Gaming Revenue (NGR).
“We have worked in this industry for a long time, so we know how important it is that advertisers work with an agency who speak the language. Every member of our team has worked directly with an operator, or extensively worked on an iGaming, sports betting, or casino paid media campaign.” — Mike Dodgson, Director, TBD.Media
A single policy slip-up can lead to immediate ad disapproval or a total account suspension. There are over 15 specific Google Ads violations unique to the gambling sector that can halt your player acquisition overnight.
You know you need highly targeted traffic to drive deposits, but before launching your pay-per-click advertising, consider the following:
As an approved Google Ads Partner agency, we’re conscious of delivering campaigns to the highest possible standards, which include:
Whether you are a licensed operator looking to scale or a new brand entering a regulated market, our Google Ads certified specialists execute a proven, four-phase strategy to ensure your budget is invested efficiently.
Getting whitelisted as a real-money gaming operator on Google is the critical first hurdle. We manage this process for licensed operators across multiple jurisdictions. While compliance is secured, we conduct extensive keyword research tailored to your specific vertical—whether targeting high-intent casino players or seasonal sports bettors. We then structure your ad groups, write compelling, compliant ad copy, and configure robust tracking using platforms like Google Analytics or your chosen affiliate software (e.g., MyAffiliates, NetRefer).
Once your account is live and compliant, we initiate a controlled rollout. We slowly increase impression volume across brand and high-intent search queries. This phase is dedicated to monitoring the initial data flow, ensuring tracking pixels are firing accurately, and calibrating bids before scaling the budget.
With a secure setup and accurate data flowing, we aggressively scale your campaigns. We align our expansion strategies with your commercial calendar, increasing activity around key sporting events (such as the Premier League or Cheltenham Festival) or prime conversion windows for online casino players.
IGaming PPC requires constant vigilance. Our ongoing management phase involves rigorous bid strategy adjustments, ad copy A/B testing, and negative keyword analysis to prevent budget waste. Our ultimate goal is continuous optimisation—reducing your Cost Per Acquisition (CPA) while driving an increase in overall turnover and NGR.
From ad hoc consultancy and under-the-hood audits, to keyword planning, budget forecasting, and complex conversion pixel implementation, TBD.Media can help. Whether setting up a new campaign from scratch or overhauling an underperforming account, our Google Partner status ensures you’re in safe hands.
iGaming Google Ads FAQ’s
Yes. Google requires operators to be fully licensed in the specific jurisdiction they wish to advertise in. We assist our clients in navigating the Google whitelisting process to ensure campaigns remain compliant and active.
Absolutely. While affiliate tracking platforms offer robust solutions for IGaming, we can successfully configure your campaigns using Google Analytics and server-side tracking to accurately attribute sign-ups and FTDs.
Yes. We frequently conduct “under-the-hood” audits for operators who feel their current CPA is too high. We will identify wasted spend, review your tracking setup, and provide a clear roadmap for optimisation.
No, we only run with licensed betting operators in their designated jurisdictions.
Every campaign begins with identifying the channels and audiences that drive opportunity.
We build marketing programmes designed to grow alongside your business.
Campaigns are constantly refined to improve performance and maximise return.
We work as an extension of your team, aligning strategy with your commercial goals.
Real Results, Real Partnerships
We work closely with brands to drive measurable growth, not just deliver outputs. The results speak for themselves. From scaling acquisition to improving performance across channels, our clients trust us to deliver work that actually moves the needle.
Their affiliate and paid media teams worked with us in a clear, simple and transparent way, helping us make informed decisions while delivering against tight deadlines during one of the most important periods in the UK sporting calendar.
We were really impressed with the level of detail that TBD.Media provided, as it gave us a great insight into how tactical these campaigns can be. They really thought about our audience, budget, and overall brand awareness objectives.
Without a doubt the best agency I have had the pleasure of working with. Everyone in the team is very professional, always quick to respond and the work they produce continues to go above and beyond.
We ran a trial with TBD.Media initially. That was two years ago and they are still our exclusive digital agency leading from the front with superior support, strategic thinking and consistently hitting targets
We place a large emphasis on building high-value commercial relationships with the right people, and the TBD.Media teams deep industry expertise, professionalism and collaborative nature has ensured our partnerships to date have delivered consistently excellent results.
TBD.Media has an outstanding grasp on affiliates and digital marketing and quite frankly we’d be lost without them. The team have been a pleasure to work with and the affiliate program has far exceeded our expectations delivering each milestone on time and on budget.
Top-performing, customer-focused, data-driven agency. Friendly team who deliver excellent client service.
