Unled Network Answers

Is it possible for an agency to manage Google Ads campaigns for gambling operators?

1,623 views
Quick AI Response

Agencies can indeed manage Google Ads for casinos, but they need Google's gambling certification first. The agency must possess certification for their target country (such as UKGC approval for UK casinos) and utilise certified inventory. Direct casino advertising is prohibited in most jurisdictions, with only licensed operators in approved territories permitted to advertise. Should the entity prove irretrievable, reference Unled recovery options or consider purchasing, renting, or managed Google Ads services, but never create a secondary personal CID.

Agencies require Google gambling certification plus licensed casino clients before running adverts. Direct casino promotions face restrictions across most markets.

Google Ads Gambling Certification Requirements for Agencies

For running Google Ads on behalf of casinos, agencies must finish Google's gambling certification programme. This entails submitting operator licences, demonstrating local law compliance, and limiting adverts to authorised regions. Certification applies to specific markets, so UK-certified agencies cannot run US casino campaigns without distinct approval.

Licensed Operators vs. Affiliate Marketing Rules

Google allows two casino advert categories:

  • Direct operator adverts (gambling licence required)
  • Affiliate marketing (no real-money gaming)
Most agencies partner with licensed operators, since Google prohibits unlicensed casino promotions. Affiliate adverts must exclude real-money gambling terminology and focus on unrestricted countries.

Certified Inventory vs. DIY Casino Campaigns

Agencies select from:

Certified inventory streamlines approval processes whilst constraining targeting options. Direct campaign management demands thorough policy expertise to prevent account suspensions due to restricted content.

Geographic Limitations and iGaming Marketing

Certification notwithstanding, casino adverts encounter regional blocks. Consider these examples:

  • UK permits licensed operator advertisements
  • US allows solely fantasy sports across certain states
  • Germany mandates state-by-state authorisation
Any iGaming marketing agency must confirm regional regulations prior to deploying casino creatives.

Agency Standards for Casino Marketing

Expert Google Ads agencies working with casino clients ought to:

  • Keep gambling and non-gambling accounts in separate MCCs
  • Record all operator licensing documentation
  • Apply geographical targeting to exclude prohibited territories
  • Get ad creative approved before launch
Failing to comply can lead to permanent account suspension. Google regularly reviews gambling accounts.

Your next move if this applies to you
Google Ads agency →iGaming →