PPC / Paid Search
Search answers people who are already looking: a player types your brand, a category, or a competitor. It is the warmest traffic and the most regulated — in most countries you cannot run at all without certification, and that is the first thing we check, not the last.
Dates run from the certificate, not the contract
- ·Operator licenceclient has it
- +1 d.Certification filed1 day
- +30 d.Google review7–30 days
- +31 d.Spend beginsfrom certificate date
An application is filed per country and reviewed independently. In parallel — and it should be.
Where we buy
Google Ads
Certification is requested per country and tied to the operator licence: approval for the UK does not open Germany. Review takes from a week to a month, so campaign dates are counted from the certificate, not from the contract.
Bing Ads
An older, higher-spending audience with less competition — clicks usually run 30–50% cheaper than Google. Volume is much smaller, so Bing is a second search source, not a replacement.
Search Campaigns
We split brand and non-brand demand. Brand is cheaper and converts better, but some of it would have arrived without ads — so it is reported on its own line, otherwise the report shows a result that is not there.
Where this source is open
Open / conditional / closed — by regulation and platform rules. Click a region to see everything open there.
Bidding wars over your own brand terms with your own affiliates are a common source of waste: you pay for a click that was yours anyway.
We measure to the target action — the first deposit or the first trade — not to the click. Weekly, line by line per platform.
Launches with this source
The start moved three weeks because of certification. Dates were counted from the certificate, so the weekly plan held.
Launch breakdownThe peak fell on a league round: placements were planned around the fixture list, not around convenient dates.
Country and sourcesDisplay produced nothing on its own, yet search converted a quarter better alongside it — so they were measured together.
Launch breakdown
What clients say about this source
In the first ten days they tested seven sources and kept four. Cost per first deposit in Brazil fell from $84 to $48, with no loss in volume.
A. KovalenkoHead of Acquisition, sportsbookWe launched in-app and Telegram simultaneously in the Philippines. By week three in-app delivered 70% of deposits on half the budget share — without step-by-step funnel data we would have missed that.
S. OliveiraCMO, casino brandRelated articles
A geo closes mid-flight: what to do with the budget
A regulator does not change the rules at the start of a quarter but on an arbitrary Tuesday. The plan for that day is written before the launch, not on the day of the news.
ReadPostbacks and reconciliation: what to set up before the first click
Data cannot be reconstructed after the fact. Anything that was not recorded at the moment of the action is gone for good — which is why tracking is set up before the launch, not after the first week.
ReadTest Campaign or straight to scaling: what decides it
The temptation to skip the test and spend the full budget costs more than the test itself. But testing forever is not working either.
ReadOther iGaming directions
- 01Paid Social
Social platforms
Meta AdsTikTok AdsSocial Media Campaigns - 02In-App Advertising
In-app inventory
Mobile TrafficIn-App DisplayVideo - 03Programmatic & Native
Programmatic and native
DSPNative AdsDisplay
Where it works, country by country
Inside a region the rules differ more than the price does: every country has its own page with a deposit corridor and a list of what is open.
Calculated for your GEO and budget
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