What creatives look like by source
Six formats — from a search ad to a push notification. Each with a mock-up, an explanation and the reason it clears moderation.
Six mock-ups — from search to push
Search ad (Google Ads)
BetBrand — Sports & Live Betting
betbrand.com/sports
Bet on 30+ sports. First deposit in 2 minutes. MGA licensed. 18+.
What works and why it passed moderation
The headline names the product, not a promise. The description is specific: number of sports, deposit speed, licence number. Sitelinks lead to site sections, not a promo page. The 18+ label is required by Google Ads in most jurisdictions.
Telegram channel post
BetBrand Sports12:34
The League final is 3 hours away. The line is open — favourite at 1.85, underdog at 4.20. Deposit from $10, card withdrawal in 15 minutes. Curaçao licence #8048/JAZ.
18+ · Play responsibly
Open the lineWhat works and why it passed moderation
The post is tied to a real event — it is content, not spam. Odds give specifics without promising a win. The licence is stated right in the post. The 18+ label and responsible-gaming line are at the bottom but visible.
YouTube pre-roll: 15 s storyboard
0–2 s
Hook: "Final in an hour — and you are not in the line?"
2–6 s
Problem: match stats on screen, team form charts
6–10 s
Solution: BetBrand interface, a finger taps a bet
10–12 s
Social proof: "240,000 bets on the last final"
12–14 s
CTA: "Deposit — 2 minutes. The line is waiting."
14–15 s
Legal end card: logo, 18+, licence, "play responsibly"
What works and why it passed moderation
The hook is a question, not a promise. Stats and bet counts are facts, not "guaranteed returns". The CTA is about deposit speed, not about winning. The legal end card is a YouTube requirement for gambling ads.
In-app interstitial
BetBrand
30+ sports. Live bets with real-time odds. Deposit from $10.
Play now18+ · MGA/B2C/2024 · Play responsibly
What works and why it passed moderation
Vertical format for a phone screen — fills the entire viewport. One CTA, minimal text, licence and 18+ right on screen. In-app networks (Unity, ironSource, AppLovin) require a close button after 5 seconds — the layout is built for 4 seconds of attention before the button.
KOL integration: 30 s script
| Second | What the creator says | What is on screen |
|---|---|---|
| 0:00–0:08 | Talks about a match / market news — natural context | Creator's face, gameplay or charts |
| 0:08–0:20 | "I use BetBrand — here is the interface" — shows in own words | App screencast, section navigation |
| 0:20–0:28 | "Link in the description" — no pressure, no promises | End card: logo + 18+ + licence + "play responsibly" |
What works and why it passed moderation
The creator speaks in their own words — no script reading. The first 8 seconds are organic content without the brand, so retention is higher. Interface demo instead of promises. Legal card on screen, not only in the description — a requirement of most regulators.
Mini App push notification
BetBrand Mini App
Match starts in 30 minutes
Line is open. Odds updated.
What works and why it passed moderation
The push is tied to a specific event — not "come play". The text is informational: what is starting, what has been updated. No amounts, no "guaranteed", no emoji spam. Mini App pushes pass Telegram moderation when they carry no direct betting call.
Rules that define the creative
No promises of winnings
Not a word about "guaranteed winnings", not even implied. Odds — yes, payout amounts — no. Google, Meta and YouTube reject an ad for a hint of a guarantee within an hour.
18+ label
In every creative, in every format. In video — on the last frame and in the description. In a post — in the body, not just a hashtag. In a push — in the title or the first line.
Licence in the description
The operator's licence number is shown in every placement: in search ad extensions, in the post body, on the video legal card. Without the number the placement does not launch.
No "guaranteed returns" for crypto
Regulators and platforms treat return promises as fraud. Allowed: a pool's APY at publication time with a "rates change" caveat. Not allowed: "earn 20% a month", "passive income risk-free".
Localisation, not translation
A creative for Brazil and one for Portugal are two different texts, not one with the currency swapped. Slang, number format, tone, sports context — everything is adapted to the market.
How many creatives per source
The minimum library at flight launch. Sources with a short burnout cycle (TikTok, Meta) need more variants and more often — because the algorithm penalises repetition, not because 'you need more videos'.
| Source | Variants at launch | How often to refresh |
|---|---|---|
| Google Ads (Search) | 3–5 | Every 4 weeks |
| Google Ads (YouTube) | 4–6 | Every 3 weeks |
| Meta (FB + IG) | 6–10 | Every 2 weeks |
| TikTok | 8–12 | Every 10 days |
| Telegram | 3–4 | Weekly (new post) |
| In-app (programmatic) | 4–6 | Every 3 weeks |
| KOL / Influencer | 1–2 | Per placement |
| Push (Mini App) | 2–3 | Weekly |
Paid Social · Influencer and KOL · In-app traffic · All formats
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