Betting ads can be profitable, but only if they are executed with a clear plan. Many advertisers jump into PPC (pay-per-click) expecting it to be simple: set a budget, create a betting ad campaign, launch it, and watch the clicks roll in. However, without a proper strategic plan, what they actually get is a low conversion rate. The ratio of clicks on ads to actual conversions from those clicks is often low, which leads to wasted ad spend and poor ROI.
The truth is, success in betting advertising comes from understanding user intent and building campaigns that are designed to scale from day one.
In this guide, we will explore insights into the gambling and betting markets and discuss how to approach betting PPC ads in a smarter, more practical way—ensuring that your campaigns attract players who are ready to bet
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What are Betting Ads
Betting ads are commercial messages used to promote betting or gambling-related platforms and offers. These ads encourage users to place bets or sign up on platforms that offer activities like sports betting, online casinos, bingo, lottery, fantasy sports, or esports wagering.
In simple terms, betting ads are designed to:
- Attract new players to a betting platform
- Promote bonuses, free bets, or special offers
- Increase engagement around live matches or events
You’ll usually see these ads on:
- Search engines (when users look for odds or betting platforms by searching related keywords)
- Sports websites and blogs
- Social media platforms
Betting is a regulated industry, which means that any online advertisements related to betting must comply with strict iGaming advertising rules. These rules can vary depending on the country you’re targeting and the specific policies of the ad platform you’re using.
The Rapid Growth of the Betting Market
The online gambling and betting market is expected to be worth USD 104.82 billion by 2025. It is predicted to grow at an annual rate of 11.1% from 2025 to 2032, reaching USD 219.14 billion by 2032. (Source: Coherent Market Insights).
Compound Annual Growth Rate of Key Gambling and Betting Markets
The table presents the projected CAGRs (2025–2035) of the key countries:
Market Share of Online Gambling and Betting by Game Type
The following table provides an overview of the market share distribution across various online gambling and betting game types.
Key Drivers Behind the Rapid Growth of the Betting Market
The exponential growth of the betting market is a fascinating development, fueled by several key factors. Here are some of the main reasons behind its expansion:
Legalization and Regulation
The legalization of online betting in many parts of the world, particularly in the U.S. after the repeal of PASPA in 2018, has been a major driver. Additionally, many other countries and regions have moved to regulate online betting, creating a more legitimate and safer environment for consumers. This shift has allowed for a much larger customer base, boosting the overall market.
Increase in Mobile and Internet Penetration Rates
The rise in smartphone usage and faster internet access has played a huge role in the growth of the betting market. People can now place bets on their favorite sports or games with just a few clicks, from virtually anywhere and at any time. This constant increase in accessibility has made betting faster, more convenient, and more widely available across different regions and demographics, leading to a surge in overall betting activity.
Expansion of Betting Options
Betting is no longer limited to a few popular sports or simple win-lose outcomes. Today, users can bet on a wide variety of sports, live matches, esports, and even non-sport events (such as online Bingo, Poker, Lottery, and more). This diversification allows betting platforms to cater to a broad range of interests and customer preferences, resulting in more betting games, more participants, more deposits, and overall market growth.
Changing Cultural Attitudes
In many regions, the stigma surrounding gambling is gradually declining. The growing acceptance of gambling and betting games, especially among younger generations (of legal age), has played a significant role in the market’s expansion. With platforms now offering seamless user experiences, the notion of betting is becoming normalized in entertainment and social spaces.
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Core Challenges Betting Advertisers Face
Betting advertisers face a unique set of challenges due to the nature of the industry, which is highly regulated, subject to ethical concerns, and more. Some of the core challenges they encounter include:
Regulatory Restrictions
Betting ads are heavily regulated in many countries, limiting where and when they can be shown. Advertisers must continuously monitor the gambling advertising rules and regulations of the specific regions (GEOs) they are targeting, as these rules are frequently updated. They must navigate complex laws to ensure their betting ad campaigns comply with local rules, avoiding fines or legal issues.
Stigma and Public Perception
Gambling often carries a negative stigma, particularly in communities worried about addiction or financial harm. As a result, balancing betting promotion with responsible messaging can be challenging for advertisers.
Targeting the Right Audience
Targeting the ideal audience for betting offers is a tricky part that advertisers often experience. They need to target users who are likely to engage, without overstepping ethical boundaries or reaching vulnerable individuals who may have a problem with gambling.
High CPCs and Volatile Competition
Cost-per-click (CPC) rates in the betting industry are often very high due to intense competition for ad space. Advertisers constantly battle for visibility, and the cost can fluctuate dramatically. This makes it hard to maintain consistent ad performance and can drive up the cost of acquiring new customers, making budgeting unpredictable.
Tight Restrictions on Advertising Platforms
Major ad platforms like Google, Meta, and others place strict rules on betting ads. Advertisers may face sudden policy changes, ad rejections, or account reviews. Even approved accounts must follow narrow guidelines, which reduces creative freedom and makes scaling campaigns more difficult.
Why PPC Remains the Fastest Route to High-Intent Players
Pay-per-click (PPC) advertising continues to outperform other methods when the goal is to reach users who are ready to act. Here’s why it remains the quickest path to high-intent audiences:
Instant Exposure
SEO and content marketing take time to build momentum. PPC delivers immediate visibility and traffic, making it the fastest option when you need quick player acquisition or want to test new betting offers.
Precise Targeting
With PPC, you can target users based on keywords, geography, device type, and even time of day. This level of control ensures that your online betting and gambling ads reach only the most relevant and high-converting audience, which maximizes betting lead generation and ROI.
Scalable Betting Campaigns
PPC allows you to scale campaigns based on performance. High-performing betting ad campaigns can be pushed further, while underperforming ones can be paused instantly, helping minimize wasted ad spend
Brand Awareness and Trust Building
Even if a user doesn’t click on your ad immediately, seeing the name of your betting platform consistently in search results, on websites, blogs, and other digital spaces helps build trust. Over time, users start to recognize your brand, which is especially important in the competitive world of online betting.
Best Ad Formats for Betting Campaigns
When it comes to advertising betting offers through display campaigns, the goal is typically to drive betting traffic, increase sign-ups, and boost user retention. With that in mind, here are some of the most effective betting ad formats that most advertisers rely on.
1) Popunder Ads
Popunder ads work best if you’re targeting people who may not be ready to bet right now, but you still want them to think about your betting offer later. These ads open in the background, so users might not even notice them initially—but when they close or minimize their browser, your ad pops up.
Perfect For:
- Ongoing promotions: Loyalty bonuses, free bets, or “We Missed You” offers for existing users.
- Seasonal campaigns: Offer a reminder during off-peak times or after a user has left the site.
Pro Tip: Keep popunder creatives simple and fast-loading, with a single strong offer and CTA, so users instantly recognize the value when the ad resurfaces.
2) In-Page Push Ads
In-page push ads are like subtle nudges that appear as notifications within the page itself—often in the corner. These ads are great for real-time engagement, especially if you’re looking to engage users during live events or special betting windows. Most advertisers use this ad format for advertising sports betting offers, live odds, and time-sensitive promotions to drive immediate action.
Perfect For:
- Live betting promotions: Let users know that the odds just changed or there’s a live match they can bet on.
- Flash offers: Temporary odds boosts or special event-related bets.
Pro Tip: Keep the message short. In-page push ads work best when they deliver immediate value (like a limited-time odds boost) and don’t confuse the user with too much information.
3) Banner Ads
Banner ads are one of the most commonly used ad formats in betting ad campaigns, and for good reason. They’re highly visible and versatile, which makes them perfect for creating initial brand awareness. Whether it’s a simple “Welcome Bonus” or a huge Super Bowl promotion, banners do the job of showcasing your offer right upfront.
Perfect For:
- Welcome bonuses: Get new bettors on board with a compelling incentive right away.
- Event promotions: Display ads during high-profile events to capture the attention of casual sports fans.
- General awareness: Branding efforts or driving traffic to a particular page of your betting site.
Pro Tip: Banner ads have a lot of competition for attention. Make sure your design is eye-catching, your messaging is clear, and your offer is impossible to ignore.
4) Interstitial Ads
Interstitials ads are full-screen ads that take over the user’s screen for a few seconds during transitions between pages or game stages. These ads cover the entire screen and require the user to close them before continuing. They are usually seen as more interruptive but can be very effective when used properly.
Perfect For:
- Flash sales: special betting odds or promotions available for a very limited time.
- Event-driven promotions: such as offers that run during live games or major sports tournaments.
- VIP or exclusive offers: for users who are highly engaged with the platform and likely to take immediate action.
Pro Tip: Interstitials are attention-grabbers. Use them when you want to compel users to engage with a high-value offer, such as a big promotion or a chance to place a bet on a highly anticipated game.
7SearchPPC’s Tip: It’s not about choosing just one format—it’s about strategically mixing them based on your campaign goals. By combining formats in this way, you can create a full-funnel approach that maximizes engagement and boosts your chances of conversion.
Effective Advertising Channels for Online Betting
Effective channels for online betting and gambling advertising depend heavily on factors such as regulations, target audience, product type (sportsbook, casino, fantasy, lottery, etc.), and more. Here are some impactful advertising channels you can use to promote your betting offers through online ads.
Ad Networks
Ad networks act as facilitators between advertisers and websites or blogs (publishers) that allow the display of iGaming ads. These networks handle the complexity of searching for the best placement for your betting ads, so you can get high-intent traffic to your betting offers. With multiple pricing models, precise targeting options, various ad formats, real-time tracking, and self-serve advertising, ad networks have become a top choice for operators and affiliates looking to buy betting traffic in the easiest way.
Disclaimer: Please be aware that not all ad networks permit gambling and betting promotions. It is important to carefully review their advertising policies before choosing them to run ads for your betting offers. Always choose specialized betting ad networks.
Social Media Platforms
Social media platforms like Facebook, Instagram, X (formerly Twitter), and TikTok are great places to advertise casino, sports, or other betting offers via paid ads. They allow targeting specific demographics, interests, and even behaviors, which makes it easier to attract high-intent betting traffic. Just keep in mind, social media platforms have strict rules on betting-related ads, so always double-check those guidelines.
Search Engines
Using search engines like Google or Bing for iGaming or betting advertising is relatively straightforward: you create a betting ad campaign, bid on relevant keywords, and when someone searches for something similar or related to your betting offers (e.g., ‘sports betting sites’ or ‘best online casino’), your ad will appear in their search results. This approach is effective for targeting people who are already actively looking for betting platforms and offers.
Disclaimer: iGaming and betting ads are subject to local laws and search engine policies. Ensure full compliance with all regulations and target only eligible audiences.
Direct Publishers
Working directly with publishers (like sports websites or online casino review platforms) can give you a more tailored approach to iGaming advertising. These places already have people who are into the kind of stuff you’re offering. A partnership here can give you better access to your target audience. You can negotiate custom deals for placing gambling or sports betting ads in high-traffic areas of the site.
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Smart Betting PPC Strategy: How to Plan, Launch & Scale
When launching a PPC ad campaign for betting (sports betting, casinos, etc.), it’s critical to approach it with a clear, structured strategy that balances targeting, budget management, and scalability. Here’s a breakdown of the key elements you should focus on:
1. Budget Structuring
Objective: The goal is to allocate your budget efficiently to ensure maximum return on investment (ROI) without overspending on less productive areas.
Allocate your budget according to the funnel stage. TOFU gets less budget since it’s about building awareness, whereas BOFU should get more due to its high conversion potential.
- Daily Budget Limits & Testing: Set daily limits for each betting ad campaign to avoid overspending. In the beginning, focus on testing different ad types, keywords, and audience segments before scaling up.
- Seasonal Adjustments: Adjust your budget for major events (e.g., Super Bowl, World Cup, March Madness, Christmas, etc.), as these tend to have higher search volumes. Allocate a larger portion of your budget to betting ads during these times.
2. Bid Strategy
Objective: The goal of bid strategies is to ensure that your betting ads are competitive while maintaining profitability.
- Manual Bidding: It gives you full control over how much you’re willing to pay for each click.
- Automated bidding: It uses machine learning and algorithms to adjust your bids automatically based on your goals, budget, and other factors.
Choosing Between Manual and Automated Bidding:
Here are a few key questions to help you decide which bidding strategy is best for you:
- Do you want full control over the bid for each individual keyword or placement?
If yes, go with Manual Bidding. - Are you looking to scale your campaigns quickly without having to micromanage each bid?
If yes, try Automated Bidding. - Do you have the time and expertise to constantly adjust your bids?
If yes, Manual Bidding could give you the flexibility and control you need
3. Layered Targeting
Objective: To ensure that your betting ads reach the right audience while avoiding irrelevant traffic.
- Demographic Targeting: Layer targeting based on age, gender, and income level. Betting services are often focused on specific age groups (21-45) and demographics that are more likely to engage in betting activities.
- Geo-Targeting: Depending on the jurisdiction, betting may be legal in some areas and not in others. Geo-target your betting ads to only show in areas where online betting is legal.
7SearchPPC’s Tip: Use a balanced targeting strategy by picking geos across Tier 1, Tier 2, and Tier 3 to combine high-intent traffic with scalable, cost-effective reach.
- Device and OS Targeting: Target device and OS to reach the right bettors—mobile for quick bets, desktop for detailed play, Android for value, iOS for premium users.
4) Keyword Strategy
Objective: To capture relevant search traffic while keeping costs manageable.
- Broad vs. Exact Match
- Exact Match: You control exactly what terms trigger your betting ads. It’s more restrictive but ensures high relevance.
- Broad Match: Allows your betting ads to show for variations of the keyword. Great for reach, but requires more budget control to avoid irrelevant clicks.
- Negative Keywords: Implement a comprehensive list of negative keywords to prevent wasted spend on irrelevant searches, such as terms related to illegal gambling or unrelated sports.
- Long-Tail Keywords: For better targeting, use long-tail keywords such as “best online betting site for football” or “how to bet on the NFL.” They’re usually cheaper and have lower competition.
- Branded Keywords: Consider bidding on branded keywords, especially if you’re a new operator. It can help drive direct betting traffic and build brand awareness.
5) Creative Frameworks
Objective: Craft clear, attractive, and action-driven betting ads that quickly catch attention, communicate the betting offer, and motivate users to click, sign up, and place bets.
- Visuals: Use visuals based on the specific betting offerings—sports action for sports betting, casino tables or cards for casino games, and numbered balls for bingo. Choose bold, high-contrast colors like red, gold, green, or blue to convey excitement, luck, and trust while keeping designs visually balanced.
- Ad Copy: Write short, to-the-point text that highlights the best offer. Focus on what makes your betting site special.
- Example: “Get 50% extra on your first bet!”
- Urgency: Add urgency to get users to act fast. Phrases like “Hurry!” or “Limited time offer!” work well.
- Example: “Sign up today – offer ends in 1 hour!”
- CTA (Call to Action): Make the CTA clear and easy to click. Use action words like “Start Betting” or “Claim Your Bonus.”
Tip: Use a bright, noticeable color for your CTA button.
6) Landing Page Essentials
Objective: To design landing pages that are optimized for conversion, delivering a seamless user experience that encourages sign-ups, bets, or other desired actions.
- Responsive Design: Your landing pages should be all device-friendly, as bettors will access your casino or betting offers through various devices, such as mobile, desktop, and tablet, after clicking on betting ads
- Loading Speed: Fast loading times are crucial for reducing bounce rates and keeping users engaged.
- Relevant Content: Provide clear information about promotions, odds, or the specific betting event you’re targeting. Tailor the content to match the ad’s message so that betting traffic converts effectively.
- Prominent CTA: The call-to-action should stand out. Use colors that contrast with the rest of the page and place the CTA above the fold for easy access.
Techniques for Optimizing Betting Ads to Maximize ROI
Optimizing betting ads to maximize ROI is a key goal for advertisers in the competitive and regulated industry of online gambling and betting. Here are some effective strategies and techniques for achieving that:
- Ad Copy and Creative Testing: Test variations of headlines, copy, and visuals to find what appeals most to your audience. A/B test to optimize CTR and conversions.
- Offer Testing: Experiment with different betting promotions (e.g., bonuses, free bets) to identify which drives the best results for your audience.
- CTA Testing: Test different CTAs (e.g., ‘Bet Now,’ ‘Join Today’) to see which ones work best for your betting ads. Adjust phrasing, placement, and design.
- Landing Page Testing: Create several landing pages for an offer, comparing bonuses versus no bonuses, with different elements and their positioning. Then, test which one performs best and delivers the quickest conversions.
- Whitelist and Blacklist Traffic: Focus budget on high-quality betting traffic (whitelisting) and exclude poor-performing sources (blacklisting) to maximize ROI.
- Frequency Capping: Limit how often users see your gambling, casino, or sports betting advertisements to prevent ad fatigue and maintain engagement.
- Bid Adjustments: Increase bids for high-converting segments (e.g., demographics, devices) and reduce spend on low-performing ones.
- Retargeting/Remarketing: Target users who have previously interacted with your betting ads but didn’t convert, with tailored offers or reminders.
- Performance Metrics to Track: Track metrics like CTR, CPA, ROAS, conversion rates, and engagement to effectively measure betting ad campaign performance and modify the strategy accordingly.
Why 7SearchPPC is the Perfect Partner for Betting Advertisers
If you’re looking for a betting-friendly ad network that’s easy to use, flexible, and built for scale, 7SearchPPC is definitely worth considering.
We are a specialized gambling ad network built for industries such as sports betting, online casinos, bingo, lotteries, and other betting verticals. What sets our ad network apart is the high-quality betting traffic we provide. 7SearchPPC connects your betting ads with relevant publishers from around the world, helping you reach users who already have strong betting intent.
You also get plenty of flexibility with multiple ad formats. Whether you prefer text ads, banner ads, native ads, popunders, or in-page push ads, you can test what works best for your betting campaigns and scale from there.
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When it comes to costs, 7SearchPPC keeps things simple with CPC and CPM pricing models, so you can choose how you want to pay based on your campaign goals.
What’s more?
- Fast Ad Approval: Launch your campaigns quickly with our expedited ad approval process.
- Traffic Chart: View estimated bids and traffic volume in real-time to better plan your campaigns.
- Postback Tracking: Track conversions accurately with our advanced postback tracking system.
- 24/7 Support: Our dedicated support team is available around the clock to assist you.
If this sounds like a good fit for your goals, you can schedule a brief discussion with our expert team to get started.
Conclusion
Betting PPC ads isn’t about chasing volume—it’s about attracting high-intent traffic with full control. When you understand your market, follow regulations, and match the right offer to the right moment, paid betting PPC traffic starts to make sense. The real work starts after the launch of betting ads: adjusting bids, testing creatives, filtering low-quality traffic, and improving landing pages. Treat sports betting or casino PPC advertising as an ongoing process, not a one-time setup, and it becomes a reliable way to attract players who are ready to bet.
Frequently Asked Questions (FAQs)
What are betting ads?
Ans. Betting ads are online advertisements designed to promote gambling platforms and offers, such as sports betting, online casinos, bingo, lottery, etc. Their goal is to encourage users to sign up or place bets.
How do I target the right audience for my betting ads?
Ans. You can use demographic targeting (age, gender, income), geo-targeting (regions where betting is legal), and device targeting (mobile vs. desktop). Combining these helps you reach users who are more likely to convert.
What’s the best ad format for betting campaigns?
Ans. Popular formats for betting ads include popunder ads, banner ads, interstitial ads, and in-page push ads. Each format has its strengths depending on the campaign’s goals, such as brand awareness or time-sensitive promotions.
What are the main challenges with advertising betting ads?
Ans: Major challenges include regulatory restrictions, the stigma around gambling, targeting the right audience, and high competition driving up CPC (cost-per-click). Ad platforms also have strict rules for betting ads.
What is the best betting ad network?
Ans. The best ad network for betting depends on your goals. However, 7SearchPPC is a good option to try as it offers targeted traffic, supports niche industries like betting, and provides easy-to-use tools for optimizing your campaigns.
