Google Ads management
Certified, compliant Google Ads campaigns for licensed casino and sportsbook brands in Europe — from certification and account structure to landing pages and cost-per-FTD reporting.
What Google Ads management includes
Certification and compliance
Country gambling certification, licence verification, creative and landing page rules, responsible gambling messaging.
Account structure
Campaigns per GEO, product and intent; brand defence campaigns; competitor campaigns where the market allows.
Keyword and creative strategy
Native-language keywords and ad copy, extensions, seasonal and event-based campaigns for sportsbooks.
Landing pages
Compliant, fast, conversion-focused pages — built by our web team or integrated with your platform.
Measurement
Conversion tracking to registration and FTD, server-side tagging where available, back-office reconciliation.
Optimisation
Weekly bidding, budget and query management; monthly experiments; quarterly structural review.
Reporting
| Metric | Level |
|---|---|
| Spend, impressions, clicks, CTR, CPC | Campaign, GEO, device |
| Registrations and cost per registration | Campaign, GEO |
| FTDs and cost per FTD | Campaign, GEO |
| Brand impression share and affiliate/competitor bidding | Brand campaign |
| Search terms and negatives added | Monthly |
Related: PPC advertising · Paid social · Brand SERP protection
Frequently asked questions
How long does gambling certification take?
Typically 1–4 weeks per country once the licence documents are ready. We prepare the application, the landing page requirements and the account so campaigns can launch the day approval arrives.
Which campaign types work for gambling?
Search is the core: brand, generic (casino, slots, betting, odds) and product terms. Performance Max and Demand Gen work for licensed brands in some markets with careful creative control. Display and YouTube are restricted in several GEOs.
How do you stop wasted spend on unqualified clicks?
Negative keyword lists per GEO, age and location controls, device and time modelling, and conversion tracking on registration and FTD rather than clicks — so bidding optimises for players, not visitors.
Google Ads management for casino and betting brands
Google Ads management for gambling starts with certification: each European country has its own gambling advertising policy, and a licensed operator needs country approval before a single ad runs. Our Google Ads casino campaigns are built per GEO, product and intent — brand, generic (casino, slots, betting, odds), product and, where markets allow, competitor — with compliant landing pages and conversion tracking to registrations and FTDs rather than clicks.
Google Ads gambling certification and compliance
- Application prepared with licence documents; one to four weeks per country
- Landing page requirements, responsible gambling messaging and age restrictions built into templates
- Creatives reviewed against each market's rules (bonus claims, no appeal to minors)
- Ongoing monitoring of policy changes and disapprovals
PPC for sportsbooks: campaign types that work
Search is the core; event-driven campaigns for major fixtures and tournaments add seasonal volume. Performance Max and Demand Gen work for licensed brands in some markets with careful creative control; display and YouTube are restricted in several GEOs. Negative keyword lists per GEO and bidding optimised for FTDs, not visitors, stop wasted spend on unqualified clicks.
Reporting
Spend, impressions, clicks, CTR and CPC by campaign, GEO and device; registrations and cost per registration; FTDs and cost per FTD; brand impression share and affiliate or competitor bidding on the brand campaign; search terms and negatives added monthly — in the same dashboard as your organic data.
Ready to grow organic revenue in regulated markets?
Tell us your GEOs, your platform and where traffic stalls. We come back with a scoped plan, not a sales deck.