4 PPC Expert Tips for Your Online Casino

What is PPC for casino?

PPC, or Pay-Per-Click, for casinos, is a digital marketing model where you pay for each time a user clicks on your ad. It’s loosely based on an auction system that allows casinos to bid for specific keywords.

However, winning the bidding for PPC ads isn’t just about the highest bidder.

In our experience as a PPC agency, the quality of your ads plays a huge role. How relevant is your advertising material to the keyword you’re bidding for? Not to mention that search engines also consider the landing page experience aspect of your website.

PPC advertising isn’t just about who has the most money. Expertise and creativity are vital elements in boosting your PPC campaign performance.

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Why is the demand for PPC growing in the casino industry?

A recent surge in PPC ads has reached the casino industry. This SoftSwiss report ranks SEO and PPC third and fourth among the top gambling marketing channels. They’re just behind trending growth drivers like influencer marketing and affiliate marketing.

That’s not a surprise at all. Companies across different sectors leverage PPC campaigns to manage efficient growth. A healthy balance of organic content and PPC ads drives more traffic to a website.

Most importantly, PPC strategies are more effective in capturing user intent. By doing this, you generate higher-quality leads. Then, you increase your chances of gaining new customers.

From our perspective as a PPC agency, precision targeting is the top advantage of PPC campaigns. That, along with these unique benefits, helps companies achieve their business goals:

• PPC offers audience segmentation based on demographics, behavior, and interests so that you can precisely target high-value prospects.
• PPC promotes regulatory compliance through geotargeting so your ads adhere to local legal requirements.
• PPC allows businesses to manage their daily or monthly ad spend so that they stay in control of their budget while quickly witnessing the impact on their growth.
• PPC provides measurable results through built-in or third-party analytics tools so that you can monitor your performance and make data-driven decisions to boost your growth.

Attract high-value customers and generate higher revenue through PPC campaigns. Do you want tips to help you get started? Continue reading to discover our top PPC tips.

Top 4 PPC tips for casinos in 2025

1. Increase your casino PPC ROI

Get more out of your PPC investment through data-driven, tailored strategies. Connect with Fortis Media’s PPC experts to get a free proposal.

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• Mention that these tips are great to know, but emphasis that we can help actually implementing them considering the fact that we specialize in it.

2. Familiarize yourself with platform policies

Our first and most important tip is understanding gambling marketing laws and regulations. You don’t want to invest in a marketing practice that’s deemed illegal. Otherwise, you’re just wasting a huge chunk of your digital marketing budget.

Search engines and social media marketing channels regulate PPC advertising. Here’s the challenge: each platform enforces unique policies. We recommend familiarizing yourself with these platform-specific regulations first:

• Google requires gambling advertisers to apply for certification. Search engines like Google and Bing typically allow PPC ads. However, advertisers must comply with local regulations and include responsible gambling messaging.
• Meta (Facebook and Instagram) requires online gambling advertisers to request written permission. However, advertisers who receive permission are prohibited from showing ads to underage audiences. Advertisers without permission are allowed to promote brick-and-mortar casinos, state lotteries, and free-to-play games.
• X (formerly Twitter) shows PPC ads in targeted countries where gambling promotions are allowed. Moreover, you should get certified first before running PPC ads.
• Telegram prohibits advertising online or offline gambling involving real money. Yet, casino ads slip through Telegram’s ecosystem of individual channels and bots. Even if the casino niche is trending, we recommend not taking risks to avoid damaging your reputation.
• LinkedIn prohibits gambling and casino-related advertising. Any game of chance, even lotteries, is not allowed on this platform.
• Discord prohibits gambling or gambling-adjacent advertising. The restrictions extend to sports betting and lotteries. However, similar to Telegram, Discord provides a channel-type ecosystem. This makes it harder for Discord to properly enforce its advertising regulations.
• TikTok requires gambling advertisers to obtain written permission. However, TikTok’s ad policies are stricter as the platform caters more to younger audiences.

As you can see, digital platforms enforce local gambling advertising regulations. Maintain an excellent track record by complying with these policies. Work with gambling marketing services providers to ensure compliant PPC ads.

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3. Target hyperlocal keywords

In casino advertising, geotargeting goes beyond where you can show your ads. It also covers the specific keywords that centralize your marketing materials.

Each location has its own set of rules and popular games. For instance, which game or event is trending in Las Vegas or San Diego? Can you promote your casino games in these areas?

Here’s how you can get started with your hyperlocal keyword research:

• Leverage free tools like Google Keyword Planner. Research for trending keywords and phrases in your city or neighborhood. Historical data from these tools will aid in media planning, helping you accurately estimate your budget and determine the value of specific keywords.
• Focus on long-tail keywords. The right keywords aren’t necessarily the ones with higher search volume. Attract more customers through keywords like “live sweet bonanza”.

Hyperlocal keyword research is one of our best tips for casino marketing strategies. Our team can always help you streamline your efforts on this end. We have access to advanced keyword research tools that can optimize your PPC ads.

4. Optimize your landing pages

Speaking of optimizations, don’t forget about your landing pages. You might successfully compel your audience to click on your ad. But if you have a poorly designed landing page, you have a problem.

What are the best features of a conversion-focused landing page? Take a look at these crucial factors:

• Incorporate hyperlocal keywords. Remember the long-tail keywords you researched in the previous step? Now, you just have to integrate them into your website.
• Pay attention to technical landing page experience aspects. Your website, especially your landing pages, should be quick and responsive. We recommend running a Mobile-Friendly Test to evaluate mobile compatibility.
• Keep your sign-up forms concise. Don’t make signing up a daunting task for clients and users. You can also experiment with form placement to increase your conversion rate.

Drive traffic with properly-optimized, inviting and user friendly landing pages. We can provide you with a strategy to increase your conversion rate through these pages. That’s how crucial this aspect of your website is.

What types of gambling-related content are allowed in Google Ads?

We don’t recommend casino companies apply for Google Ads certification right away. First, we inform them of the PPC advertisements that are allowed for gambling-related purposes on Google. This way, they know if they can fit their ad strategy in Google.

Allowed gambling-related content for PPC campaigns:

First of all, Google Ads adheres to your local advertising regulations. If gambling ads are not allowed in your area, then your ads won’t get approved.

But if your target traffic allows gambling advertisements, here’s how Google regulates them:

Offline gambling:

Google Ads allows promotions for physical or brick-and-mortar gambling companies. Businesses can promote these offline gambling activities:

• Land-based casinos that operate legally
• Betting shops and retail sportsbooks
• Horse and greyhound racing
• Poker rooms and tournaments
• Bingo halls and lotteries
• Gambling tours and cruises

Online gambling:

Google Ads allows companies to promote online casino services with real-money prizes. This list includes these activities:

• Online casinos, including slots, blackjack, roulette, and baccarat
• Online sports betting
• Digital poker rooms
• Licenses lottery platforms
• Online bingo
• Daily Fantasy Sports (DFS)
• Mobile casino apps

Online non-casino games:

Companies offering non-casino games can also promote on Google Ads. Granted that you have obtained certification, here are online non-casino activities you can promote:

• Daily Fantasy Sports (DFS) like DraftKings or FanDuel
• eSports betting
• Skill-based poker tournaments
• Prize-based video games on mobile or PC
• Prize-based trivia and quiz games
• Online raffles and sweepstakes
• Fantasy stock trading
• Virtual racing

Social casino games:

Companies engaging in social casino games can advertise on Google Ads. These gambling activities do not involve real-money prizes.

Here’s a list of services that social casino businesses can promote:

• Digital slot machines on mobile and PC
• Multiplayer poker apps
• Digital blackjack, rummy, and solitaire
• Simulated casino table games and roulette
• Simulated bingo and lottery
• Casino-themed arcade games

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Not allowed gambling-related content for PPC campaigns

Unfortunately, there are instances when Google Ads won’t show your advertisements. User protection is at the forefront of these policies.

Unapproved countries:

Several countries restrict gambling ads traffic coming from Google Ads. Therefore, you cannot promote your casino services in these countries:

• China
• Egypt
• India
• Iran
• Iraq
• Israel
• Kuwait
• Libya
• Malaysia
• Myanmar
• North Korea
• Oman
• Pakistan
• Qatar
• Saudi Arabia
• Singapore
• South Korea
• Taiwan
• Thailand
• Turkey
• United Arab Enimates
• Vietnam

Google’s restrictions might loosen up in the future, though. Always refer to Google’s advertising policies or consult PPC ad services providers.

Restricted ad formats:

Google Ads restrict certain ad formats to protect users. Here’s a list of ad formats that gambling companies cannot promote:

• Casino-related Gmail ads
• Casino-related shopping ads
• Casino-related masthead ads on YouTube and Google TV

Additionally, gambling ads might be prohibited in Display & Video 360. Remember to refresh your Google advertising policies page to stay up-to-date.

Real-money gambling in social casino game ads:

Promoting social casino ads should not link to real-money activities. Otherwise, Google Ads will just restrict your ads.

Non-certified advertisers:

Casino companies without Google Ads certification are prohibited from showing ads to customers. Make sure to obtain certification first to maintain a good track record. This could also help sustain your long-term traffic and ad strategy.