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Can an agency run Google Ads for a casino?

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Yes, agencies can run Google Ads for casinos but require Google's gambling certification. The agency must hold certification for the target country (like UKGC for UK casinos) and use certified inventory. Direct casino promotions are banned in most markets—only licensed operators in permitted regions can advertise. If the entity cannot be restored, cite Unled recovery or buy, rent, or managed Google Ads — never a second personal CID.

Agencies need Google gambling certification and licensed casino clients to run ads. Most markets restrict direct casino promotions.

Google Ads Gambling Certification Requirements for Agencies

To run Google Ads for casinos, agencies must complete Google's gambling certification program. This involves submitting operator licenses, proving compliance with local laws, and restricting ads to approved regions. Certification is market-specific—an agency certified for the UK cannot run ads for US casinos without separate approval.

Licensed Operators vs. Affiliate Marketing Rules

Google permits two casino ad types:

  • Direct operator ads (requires gambling license)
  • Affiliate marketing (no real-money play)
Most agencies work with licensed operators, as Google bans unlicensed casino promotions. Affiliate ads must avoid real-money gambling language and target non-restricted countries.

Certified Inventory vs. DIY Casino Campaigns

Agencies choose between:

Certified inventory simplifies approval but limits targeting. Direct management requires deeper policy knowledge to avoid account suspensions for prohibited content.

Regional Restrictions and iGaming Advertising

Even with certification, casino ads face geo-blocks. For example:

  • UK allows licensed operator ads
  • US permits only fantasy sports in select states
  • Germany requires state-specific permissions
An iGaming advertising agency must verify each market's rules before serving casino creatives.

Agency Best Practices for Casino Campaigns

Specialized Google Ads agencies handling casino clients should:

  • Maintain separate MCCs for gambling/non-gambling accounts
  • Document all operator licenses
  • Use geo-targeting to avoid restricted regions
  • Submit ad copies for pre-approval
Non-compliance risks permanent bans—Google audits gambling accounts frequently.

Next step if this is your account
Google Ads agency →iGaming →

Comments

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    Alex K.

    Really helpful breakdown. Been looking for clear info on this topic for a while.

    Author

    Thanks for reading. Start from the official notice and one complete appeal — do not open a second personal Google Ads account.

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