Google & Microsoft Ads
Search, Performance Max and Shopping-style formats for brand defence, generics and high-intent sports and casino terms, built around each market's rules.
PPC for regulated iGaming
Paid acquisition built for regulated gambling.
We scale first-time depositors for licensed casino, sportsbook and affiliate brands on Google, Microsoft and Apple, with no compliance surprises along the way.
- Gambling ad certification handled
- 8+ regulated jurisdictions
- FTD & NGR-level tracking
Campaign overview · Last 90 days
FTDs
4,812
+212%
CPA
€86
−38%
ROAS (D90)
2.9x
+1.1x
FTDsCPA
Google Search62%
App Campaigns18%
Apple Search Ads12%
Microsoft Ads8%
Illustrative data
Trusted by licensed operators and affiliates
Services
Every paid channel where gambling can legally compete.
We focus on the platforms that let licensed brands advertise, and we go deep on each one.
Google App Campaigns
UAC for installs and in-app deposits, with Firebase and MMP events mapped to the actions that matter: registration, FTD and second deposit.
Apple Search Ads
Top-of-App-Store placements for your sportsbook and casino apps, with keyword mining, competitor conquesting and cohort-level bidding.
Tracking & Analytics
Server-side tagging, offline conversion imports and FTD/NGR value bidding, so the algorithms optimise for real player value and not just sign-ups.
Why a specialist
Gambling PPC breaks the rules generalist agencies rely on.
Certification, geo-licensing and shifting platform policies decide whether your ads run at all. We've built our process around them.
Talk to a specialist-
Certification & account setup
We manage Google and Microsoft gambling certifications per country and keep them current as you enter new markets.
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Policy-proof campaigns
Ad copy, landing pages and targeting are built to each regulator's advertising code, which cuts disapprovals and suspensions.
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Geo-licensing precision
State, provincial and country-level targeting that matches your licence footprint exactly. In the US and Canada that can be the difference between compliant and fined.
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Responsible gambling by design
Safer-gambling messaging, age gating and audience exclusions are part of every build, not an afterthought.
Markets
Live experience across regulated jurisdictions.
We know each market's regulator, its advertising code and its search behaviour.
US
United States
NJ, PA, MI, NY, IL, OH & more state regulators
UK
United Kingdom
UK Gambling Commission
ON
Ontario
iGaming Ontario / AGCO
AB
Alberta
AGLC regulated iGaming
SE
Sweden
Spelinspektionen
DK
Denmark
Spillemyndigheden
IE
Ireland
Gambling Regulatory Authority of Ireland
GR
Greece
Hellenic Gaming Commission
MX
Mexico
SEGOB
+
More markets
Expanding somewhere new? Ask us.
Results
Measured in depositors, not clicks.
Case study · Kingsman Casino · UK
New ownership, a clean start and 5x more FTDs in month one
Kingsman Casino changed ownership and wanted to start advertising again, but the previous account was unusable. With a clean account structure, tightly focused keywords, proper conversion tracking and dedicated acquisition landing pages, we delivered 5x more FTDs in the first month than the account had ever recorded.
- PPC
- Affiliate Marketing
What we did
Our initial audit found that most campaigns relied on broad match keywords and matched large volumes of irrelevant search terms. That drove high costs with no relevance to search intent.
We deleted all existing campaigns and rebuilt from scratch, using only high-value, relevant casino keywords.
We also advised the team on CRO and acquisition landing page best practices, designed to turn new visitors into registered, depositing players.
These simple but highly effective principles delivered strong results from the start, and we're now expanding budgets and targeting.
5xFTDs in the first month
+1304%Search conversion rate (FTD/click), 0.25% → 3.51%
−34%CPA
Tier-1 operator experience
Before founding Swell Digital, our founder ran paid search in-house for some of the UK's biggest gambling brands.
In-house · Entain Group, Gibraltar
Ladbrokes & Coral gaming accounts
180%+FTD growth YoY
250%pNGR / conversion value growth YoY
Day-to-day management of accounts spending £300k+ per month, with Looker Studio dashboards for daily KPI reporting and experiments.
In-house · BetVictor, Gibraltar
Main UK sportsbook account
40%lower CPA
15%+FTDs above target
Around £200k per month on Google, plus Microsoft Ads. Bidding, budgets, keywords, ads and landing pages were adapted daily to the sporting calendar.
1304%
increase in FTD conversion rate
“Swell Digital got our business to new heights in terms of FTDs. They have shown a high expertise and results speak by themselves.”
Process
From audit to scale in four steps.
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01
Audit
A deep review of your accounts, tracking and compliance setup, with quick wins identified in the first week.
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02
Strategy
A market-by-market channel plan with CPA and ROAS targets tied to your player value model.
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03
Launch
Certified accounts, compliant creative and server-side tracking, all live and QA'd before spend goes out.
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04
Optimise
Weekly optimisation, monthly business reviews and transparent reporting down to the FTD.
FAQ
Common questions.
Do you only work with licensed operators?
Yes. We work exclusively with brands that hold a valid licence in every market they advertise in, and with affiliates promoting licensed operators. That's what platforms like Google require, and it's how we keep your accounts safe.
Can you help us get Google Ads gambling certification?
Yes. We prepare and submit certification applications for each country and manage renewals and updates as your licence footprint changes.
Which markets do you cover?
We currently run campaigns in the US, UK, Ontario, Alberta, Sweden, Denmark, Ireland, Greece and Mexico, and we support launches in other newly regulated markets.
Is there a minimum monthly ad spend?
We typically work with brands spending from €10,000 per month in media. Get in touch and we'll tell you honestly whether we're the right fit.
How do you track FTDs and player value?
We set up server-side tagging and offline conversion imports from your platform or CRM, so ad platforms receive registrations, first deposits and value signals while staying privacy-compliant.
What are your contract terms?
We work on rolling monthly agreements after an initial onboarding period. No long lock-ins: we'd rather keep you with results.
Contact
Let's talk about your next market.
Tell us where you're licensed and what you're spending. We'll reply within one business day with initial thoughts and next steps.
- Free account and tracking audit for qualified brands
- NDA available on request
- Licensed brands and affiliates only
Prefer email? karolis@swelldigital.co