Running Gambling Ads on Google: Policy, Steps & Alternatives

Running gambling ads on Google won’t work if you don’t follow its policies. These policies include running iGaming ads only in regions that support gambling, not targeting minors, and getting a Google Ads certification. 

While these might seem straightforward, they can be tricky to implement. 

Fortunately, operators use many alternatives to create gambling ads that align with Google's policies. These include social media platforms and specialized ad networks like Blockchain-Ads. 

That said, let’s get started with Google's gambling ad policies.

What Are Google's Gambling Ad Policies?

Google Gambling Ad policies are rules Google put in place to control the promotion of online gambling content. They prevent iGaming advertisers from running harmful, false, and illegal ads. An important Google gambling ad policy is responsible targeting, which prevents gambling ads from getting to minors and vulnerable individuals. 

Another policy is that gambling ads can only be used in countries where gambling is legal. Next, advertisers must get a Google ads certification, which proves they have fulfilled the legal requirements in the area they want to target. Furthermore, ads should always feature responsible gambling messages where necessary.

Google also restricts the type of gambling content advertisers can promote. While it supports online casinos, sports betting, and others, illegal gambling — like unlicensed betting sites and lottery scams — is prohibited. 

Allowed Countries and Gambling Types

Google allows gambling ads in 56 countries with limitations as per local regulations. The table below will cover these countries, along with the gambling activities supported:

Federal and state laws also determine which gambling ads get approval, and only those that meet the set legal requirements make it through. 

Key Policy Requirements

Advertisers who want to run gambling ads on Google must meet these essential policy requirements: 

• Certification: Advertisers need a Google Ads certification before promoting gambling ads.
• Targeting Restrictions: Ads must not include minors and vulnerable individuals.
• Permitted Countries: Ads can only target countries where gambling is legal.
• Local Laws: Ads must be in line with the targeted state’s laws.
• Responsible Advertising: Ads must have information relating to responsible gambling 

So, how do you get the crucial Google Ads Gambling Certification? We’ll cover how to do this in the next section. 

How Do You Get Certified for Gambling Ads on Google?

The Google Ads Gambling Certification is proof that you’ve been approved to advertise gambling-related services on Google. This certification also shows that you comply with local gambling laws when running ads. 

Google offers three types of certifications, including: 

1. Privately licensed operators 
2. State-run Entities 
3. Social casino games 

Each certification serves different purposes, and you’ll need to obtain the one that aligns with your type of gambling ad. Read on as we take a deeper look at each. 

Application Process for Private Operators

Private operators are individuals or companies with a gambling license from the appropriate regulatory body like the Malta Gaming Authority or the UK Gambling Commission. These licenses allow them to provide gambling services to the regions legally. 

To apply for certification as a private operator, follow these steps: 

1. Visit the Google Ads Help Center and fill out the application form 
2. You’ll need to provide your information, including your name and documentation, like your gambling license and ID. 
3. After you accept the T&C’s and submit, Google will evaluate your application to be sure it meets all requirements.
4. If everything checks out, you will get approved and can start running your gambling ads. 

Certification for State-Run Entities

In some regions, Google only allows state-run entities to run ads in the iGaming sector. These are gambling operations that are owned and managed directly by a state or government instead of private operators. 

They are typically created to generate revenue for the state and may sometimes be directly responsible for regulating gambling activities. A great example is OLG Ontario in Canada. 

Unlike certification for private operators, state-run entities must meet stricter requirements like the availability of age-verification systems.  

Social Casino Game Certification

Social casinos are play-for-fun platforms that let players enjoy casino-style games using virtual currencies instead of real money. Here are the steps to get this type of certification: 

1. Head to the Google Ads Help Center and fill out the application form 
2. Enter the information required, such as your name, website URL, email address, Google Ads Customer ID, and countries to target. 
3. Accept the T&Cs, click on submit, and wait for feedback
4. Once your application is approved, you can start running ads

What Are the Steps for Creating Compliant Gambling Ads on Google?

To ensure your ads comply with Google’s policies, get proper certification, and target only approved locations. Also, provide accurate information regarding your services and don't target minors. 

1. Target Approved Locations

As mentioned earlier, the laws and regulations guiding gambling ads are different in varying regions. While some support specific types of gambling activities, others do not. It is important to target approved locations for the following reasons:

• You remain in compliance with Google ad policies and don’t risk losing your account 
• You comply with local regulations and avoid legal problems 
• You benefit from more successful marketing campaigns since you target users who can use your service

Now that you know the benefits, here are steps you can take to implement geo-targeting effectively: 

1. Understand the laws: Refer to the country list in the earlier section to find the gambling advertising laws in your targeted regions. Make sure the countries support gambling ads. 
2. Set-up Geo-targeting: Head to your Google Ads account to create your ads. During this process, you’ll choose your preferred locations as permitted by the laws and exclude those you don’t want. 
3. Monitor your Targeted ads: Monitor how your ads are performing in the selected regions using analytics tools. Take note of conversion rates and adjust your ads to focus on areas with the best results. 

2. Creating Policy-Compliant Ad Content

Here are some vital guidelines to follow to create ad content that’s in line with Google policies and local legislation: 

• Read and understand Google’s gambling ad policies
• Follow the regulations of the region in which you plan to run ads 
• Provide correct and transparent information regarding your gambling services 
• Do not include ads targeting minors or advertising illegal gambling services
• Use geo-targeting to focus on regions where gambling is legal 

3. Setting Up Your Google Ads Campaign

Here’s a quick guide to follow when setting up a Google ads campaign: 

• Read and understand the Google Ads policies alongside the regulations of the state to make sure you aren’t breaking any rules. 
• Set up a Google Ads account or use your existing account to manage the campaign 
• Apply for the Google gambling ads certification if you don’t already have one
• Once you get your certification, set up geo-targeting to make sure your ads only appear in supported regions. Also, use the right keywords to rank. 
• Once done, create your ad, and make sure it follows Google compliance policies 
• Kick off your campaign and monitor it regularly to ensure it is performing as it should 

How Can You Ensure Ongoing Compliance?

Maintaining compliance is crucial when creating Google Gambling ads to avoid penalties, loss of account, and other legal problems. Following Google’s policies will ensure your ads reach the relevant audience and convert as needed without breaking any rules. 

To achieve ongoing appliance, you’ll need to: 

• Constantly monitor and update ads 
• Stay informed of policy changes

Let’s explore each of these in more detail. 

1. Monitoring and Updating Ads

Regularly monitoring your ads is one of the best strategies to ensure continuous compliance. To do this, leverage Google Analytics for accurate insights into your ads' performance. Then, update your campaigns if you notice areas that need improvements. 

Another good practice is constantly updating your keywords. Revise them to add new high-performing keywords while removing those not doing well. Lastly, monitor your competition frequently to see the keywords and strategies they are using. If they have better performance, consider updating your ads using their strategy. 

2. Staying Informed of Policy Changes

Google sometimes changes its policies, causing your ads to get flagged even if they were originally approved. As such, keeping track of these changes will ensure your campaigns continue to stay in line with Google’s requirements. 

Here are some helpful resources you can use: 

• Google Ads Policy Center: Visit this page frequently to keep up with changes that may influence your campaign. 
• Google Notifications: Subscribe to email notifications from Google to get instant updates on policy changes 
• Read Industry News: Follow blogs and forums that cover updates on gambling regulations and advertising policies. 
• In-Account Notifications: Constantly check notifications from Google in your Ads account for new information.

What Are the Challenges of Running Gambling Ads on Google?

Running gambling ads on Google could be challenging due to strict regional regulations and policies. Understanding these challenges is crucial to overcoming them, and we’ve explained each below:

1. Strict Policy Restrictions

Google ads feature strict policies that aim to protect users from exploitation and keep advertisers in check. These policies determine how you plan, execute, and monitor your ads. However, they also lead to more challenges you must overcome to create a successful gambling ad. 

For instance, the restrictions can limit who can see your ads and cause delays in approval due to the extensive evaluation process. These can lead to missed opportunities that could have resulted in more conversions. 

2. Geographical Limitations

Google Ads policies and local legislation prohibit gambling ads in specific market in the iGaming sector. Here are some regions where gambling ads are restricted:

Our comprehensive piece on how iGaming is regulated shows more regions with strict restrictions.

3. Ad Format and Placement Constraints

Limitations on gambling ad formats and placements are also major challenges advertisers may face. First, while gambling text ads are supported, they must not be misleading and follow strict content rules. 

Next, Display Ads are restricted to supported regions and must not target minors. In contrast, Video Ads are allowed but have stricter requirements. You can run them where gambling is legal but not during the same time as children's shows. Google also supports App Ads, but they should also include age restrictions to protect minors. 

What Are Alternatives to Google for Gambling Advertising?

Due to the strict Google restrictions attached to gambling ads, many advertisers opt for other ways to get gambling traffic on alternative platforms. If you are looking for such, the next sections will cover some great options to consider. 

1. Specialized Gambling Ad Networks

Specialized gambling ad networks work strictly within the gambling industry and offer properly targeted ads. These networks fully understand the market and gambling regulations, allowing them to create legal targeted ads. 

Examples of reliable gambling ad networks are: 

• Blockchain-Ads: A specialized crypto advertising network that brings you organic traffic with leading retargeting strategies. 
• Adsterra: This advertising network helps businesses maximize reach online using performance-driven ad solutions. 
• PropellerAds: An advertising platform that helps advertisers get traffic from unique sources using AI-based optimization tools. 

2. Social Media Platforms 

Social media is a powerful tool for directly connecting with your target audience with gambling ads. Some platforms to consider include:

• Facebook 
• X (previously Twitter)  
• Instagram 
• YouTube 

Before settling for any of these, note that all platforms also have their policies. For instance, gambling ads on Facebook requires advertisers to get a written permission for games offering a limited trial period and and require payment after. 

3. Affiliate Marketing Programs

Affiliate marketing for advertisers involves collaborating with promoters who will publicize gambling services using their websites, channels, or social media pages. The affiliates will then earn a commission based on the traffic, clicks, and conversions they generate. With iGaming affiliate marketing, advertisers can broaden their reach at relatively small costs. 

Reaching Your Target Audience Effectively

To run gambling ads and effectively reach your target audience, respecting Google's policies is important. Remember that getting the Google ad certification is the first step using the guide we have provided above. 

If you don't want to deal with the stress of getting Google Ads approval, why not try out a specialized ad network like Blockchain-Ads? It fully understands gambling ad regulations and can create targeted ads to help you convert. 

Regardless of how you choose to approach it, comply with the local regulations and only run accurate ads that are not misleading.