Navigating the digital marketing landscape in 2025 is a tricky but necessary process for iGaming operators. In an industry as competitive and restrictive as this, every dollar you spend on an advert counts, and you want to get your money’s worth. With rising competition and stricter regulations, answering the question of Google Ads vs. Meta Ads for iGaming is more than just a talking point, but a strategic move that can directly impact your conversion rate.
Both are great digital marketing platforms with powerful tools you can use to acquire bettors, but which one can deliver better return on investment (ROI) in today’s market? In this article, we discuss the strengths, limitations, and performance trends of Google Ads vs. Meta Ads to help you invest where it matters most.
Are iGaming Companies Allowed to Advertise on Google Ads and Meta Ads?
If you want to run a gambling campaign on Google or Meta Ads, the first thing to do would be to find out if you’re allowed to run that type of advert on these platforms. It would also help to know what the governing rules and restrictions are for the country you reside in.
But to answer your question, yes, iGaming companies can advertise on Google Ads or Meta Ads, as long as you abide by the existing rules on these marketplaces.
iGaming Advertising on Google Ads
Google supports responsible gambling advertising and abides by local gambling laws and industry standards, so they do not permit some types of gambling-related advertising. Gambling-related adverts are only allowed if they comply with the policies listed and you have the correct Google Ads certification..
iGaming Advertising on Meta Ads
For Meta, Ads that promote online gambling are only permitted with prior written permission from the platform. You must follow all applicable laws and target audience consistent with their targeting requirements. These adverts must not be shown to users under the age of 18.
Ad Policies & Compliance in 2025 for iGaming on Google Ads and Meta Ads
What are the existing Ad policies & compliance rules for iGaming Ads on Meta and Google? We discuss them here.
Running iGaming Adverts on Google Ads: What to Know
Google only permits advertising of gambling and gambling-promoting content when the criteria listed below are met:
- The online gambling-promoting content ads and their destinations must only target approved countries.
- Have a landing page that shows full information about responsible gambling.
- Never target minors.
We share other policies to familiarise yourself with below:
How To Run Google Ads That Promote Online Gambling And Online Gambling-Promoting Content
Online gambling and online gambling-promoting content are only to be advertised in the countries approved by Google (full list available) and where country-specific criteria are met.
- You can promote online gambling activities such as online casinos or bookmakers, lottery tickets, scratch card purchase, sports betting, bingo or slot sites, or apps, gambling games bet on with virtual currencies or items with value in the real world.
- You can promote online gambling-promotion content if you are an aggregator of affiliate websites that share information about, or a comparison of, other gambling services. However, you must not offer a gambling service or link to a gambling service you own. You also can’t promote a gambling activity that does not abide by the country-specific requirements for online gambling in the country you are targeting.
- Promoting online gambling content other than aggregator or affiliate sites that provide information about, or a comparison of, other gambling services is not allowed.
How To Run Google Ads That Promote Offline Gambling
Promoting offline gambling services is also regulated by Google Ads. Here’s how it works.
- You can promote legal physical, real-world gambling activity or establishments such as entertainment events at casinos, brick and mortar casinos, and streaming of offline poker tournaments.
- However, you cannot promote offline gambling in these countries: Bulgaria, China, Egypt, Estonia, Hong Kong, India, Indonesia, Italy, Korea, Lithuania, Morocco, Malaysia, Northern Ireland, Philippines, Singapore, Thailand, Turkey, Taiwan, United Arab Emirates, Ukraine, and Vietnam.
Online Non-Casino Games
What’s the Google Ads policy on online non-casino games? We break it down below:
- You can advertise Online non-casino games played for a prize when the outcome is determined by an element of chance. For some games, you may need a certification and comply with extra country-specific certification requirements.
- You cannot advertise games found in casinos, which are considered Online Gambling.
- You cannot promote games which need licensing or authorisation in the country your ads target.
How To Run Google Ads That Promote Social Casino Games
Social casino games are online, simulated gambling-style games with no opportunity to win anything valuable. What can you promote in this category?
- Games that include a disclaimer that only users over the legal gambling age can partake in. And it must not target minors.
- You must have a valid local license for the distribution of your game in the targeted country, where applicable.
- Games must contain statements that they do not offer or promote real money gambling and do not provide prizes that have real-world value.
- You cannot advertise content which directly promotes engagement in social casino games, such as aggregators or affiliates.
Read more about Google’s Gambling Advertising Policies.
Running iGaming Adverts on Meta Ads: What to Know
Meta’s advertising policy for online gambling and gaming includes information on how to apply to run these types of adverts.
How To Run Meta Ads That Promote Online Gambling And Games
To run ads that promote online gambling and games, you need to:
- Get written permission from Meta Technologies using the provided form. Also, note that you can only apply to reach the audience in certain countries.
- Provide evidence that the gambling activities you’re promoting a rightly licensed by a regulator, or established as legal in territories that they want to target.
How To Run Meta Ads That Promote Social Casino Games, Free-to-Play Games
You can run ads for social casino games and free-to-play games without prior written permission from Meta as long as you:
- Don’t offer the opportunity to win money, coins, gifts or anything of monetary value.
- Don’t target people under the age of 18.
Disclaimers for Social Casino Game Adverts
When running social casino games adverts, add disclaimers about the product you’re advertising. Disclaimers can:
- Make people know that succeeding in these games does not mean succeeding at real-money gambling and games.
- Disclose that the game advertised includes in-app purchases, if applicable.
You can add the disclaimers to either your ad copy or on the landing (destination) page of the ad.
Learn more about Meta’s Online Gambling and Games advertising policy.
Google Ads VS Meta Ads: Which One Delivers Better ROI for iGaming?
In this section, we finally answer the million-dollar question that caused you to click on this article. Google Ads VS Meta Ads, which gives better ROI to iGaming companies? For iGaming-related ads, Meta Ads usually provides better ROI than Google Ads due to Google’s rigid policies on gambling advertising.
Why Meta Ads May Be Better for iGaming ROI
This section covers some reasons why Meta Ads might be the best platform for your iGaming ROI.
1. Flexible And Fewer Restrictions
Meta Ads allow for more flexibility for iGaming advertisers in terms of targeting, potentially allowing you to reach a wider audience. You won’t need to cross as many hurdles as you would when using Google Ads.
2. Detailed Targeting:
You can use user data to create a detailed audience based on demographics, interests, behaviour and past interactions on Meta Ads.
3. Cost-Effective Reach
Meta Ads is more affordable for reaching a wider audience, especially those who are not actively looking for gambling-related services or products.
4. Various Ad Formats
iGaming companies can use image, carousel, video, story, and interactive ads to create campaigns.
5. Engagement
You can use Meta Ads to create brand awareness and engage with leads, which can benefit your business in the long run.
6. Lower Cost Per Click
When compared to Google Ads, Meta Ads have a lower cost per click, which makes them easier to adapt to your budget.
7. Solid Retargeting Capabilities
With Meta’s pixel, you can retarget users who have engaged with your website or past adverts.
8. Visually Appealing Campaigns
Meta Ads has lots of visually engaging formats you can use to convey how exciting and appealing your gambling products are.
9. More Social Proof And Engagement
The shares, views, likes, and comments you get from your campaigns can boost the credibility of your brand and instil trust from leads.
10. Wider And Faster Reach
Meta has millions of users who visit Facebook and Instagram daily, and by running campaigns on this platform, you can reach a good number of them quickly.
Drawbacks of Using Meta Ads for iGaming Campaigns
These are some drawbacks you can expect from using Meta for your iGaming campaigns.
- Low buyer intent – Meta Ads can interrupt users in their social media feed, which can mean slower conversion.
- Ad Fatigue – Users can view the same advert multiple times, which can mean less engagement in the long run.
- Privacy Restrictions – New changes in Meta’s data privacy regulations, and the introduction of Apple’s iOS updates, have affected tracking and targeting have been affected.
Why Google Ads May Be Better for iGaming ROI
Google has strict policies on gambling campaigns, which make it hard to run effective adverts on their platform. But, it is still a powerful space to reach an audience for your iGaming ads. We’ll examine why that is.
1. Keyword Specific Searches
Google Ads often targets leads who use specific keywords in their search, which increases the possibility of your campaign converting.
2. High User Intent
You can use Google Ads to find leads who are searching for a particular product or service, which leads to swift conversion. But this can be challenging because of Google’s restrictions on the gambling industry.
3. Wide Reach
Google’s wide network ensures that your adverts are shown on various platforms, such as YouTube and its partner websites.
4. Diverse Advert Formats
You can use display, search, shopping, app promotion, and video ads to promote your business on Google.
5. Immediate Response To Leads
Google Ads facilitate direct response to leads, which can be crucial in driving immediate conversations. However, this can be limited by their advertising policies.
6. Scalability
This platform is great for small and large iGaming companies, as it provides flexible budgeting options.
7. Insightful Metrics
Google has detailed analysis and tracking tools that help you measure your ad’s performance metrics and optimise campaigns.
Drawbacks of Using Google Ads for iGaming Campaigns
What are some of the drawbacks of using Google for your iGaming campaigns?
- High cost per click – using competitive keywords can be costly, especially in industries like yours that have to do with money and betting.
- Require expertise – Google Ads requires you to have the knowledge and experience to effectively run adverts.
- Limited social media interaction – Unlike Meta Ads, Google Ads does not have a core social media platform where your adverts will be displayed, which can affect brand awareness.
Performance Metrics: Google Ads vs. Meta Ads ROI Comparison
In addition to knowing which of these platforms delivers better ROI, it is important to consider several factors such as audience intent, conversion rates, costs, ad formats, etc. This section shares metrics for each of these factors.
But first, a quick comparison of both platforms.
| Metric | Meta Ads | Google Ads |
| Cost Per Click | $1.06 (avg) | $2.69 (avg) |
| Conversion Rate | 9.21% | 3.75% |
| Primary Goal | Brand awareness, wider audience | Satisfy high-intent users. |
| Targeting | Demographics & interest | Keywords & intent |
| Best For | E-commerce / visual products | B2B, High-intent buyers |
ROI And Performance Metrics
Meta leads in ROAS (return on ad spend) as compared to Google. See the metrics for this below by industry:
| Industry | Meta Ads ROAS | Google Ads ROAS |
| Ecommerce | 7.5:1 | 6:1 |
| B2B Services | 3.5:1 | 5:1 |
| Travel | 4:7.1 | 5.2:1 |
Audience Intent and Conversion
Google Ads have a higher conversion rate than Meta Ads as they target users searching for a product. While Meta is good for brand awareness and long-term commitment from leads.
| Platform | Industry | Conversion Efficiency |
| Meta Ads | Ecommerce | 3.4% |
| Google Ads | Ecommerce | 2.69% |
Cost and Efficiency Comparisons
Meta campaigns typically offer a lower cost per click ($1.06) than Google Ads ($2 to $60). These discrepancies in cost can impact acquisition costs. See the cost per click averages for e-commerce and education businesses below.
| Platform | Ecommerce | Education |
| Meta Ads | $18.66 | $7.85 |
| Google Ads | $45.27 | $40 – 60 |
User Interaction
The Major difference between Google Ads and Meta Ads is in how users on both platforms behave and what they want. Users on Google are actively looking to purchase a product and just need a place to get it, while users on Meta are casually browsing and considering their options. This difference not only drives up the cost of advertising, but it can also affect your ad results.
| User Behaviour | Google Ads | Meta Ads |
| Primary User Intent | Active Search | Content Discovery |
| Average Session Duration | 3-5 minutes | 33 minutes |
| Click Through Rate | 3.17% | 0.90% |
| Conversion Rate | 3.75% | 9.21% |
*These numbers show how each platform engages users.*
iGaming Marketing Trends Impacting ROI in 2025
As more iGaming companies lean toward digital marketing as a favourable way to not just reach a wider audience for their product or services, but also to retain existing users, it has become highly imperative that operators begin to familiarise themselves with some of the core iGaming marketing trends impacting ROI in 2025.
1. Cryptocurrency As A Payment Method
Cryptocurrencies like Bitcoin have become a crucial part of betting on iGaming sports, with more users opting to pay for wagers with Ethereum, Bitcoin, and other altcoins. This trend among bettors has caused operators to optimise their websites to attract crypto-favouring players. This year, iGaming brands will want to rank for keywords such as crypto betting platforms, decentralised gaming, and blockchain casinos.
You can also expect to see a surge in articles on how to use cryptocurrency for betting or guides on blockchain-based platforms. By using SEO to harness crypto trends, you can appeal to a specific audience that loves security, transparency, and innovation.
2. AI Player Customisation
Artificial Intelligence is changing how operators relate to players by analysing user preferences to provide customised experiences like game suggestions, bonuses, and real-time promotions. This year, customisation will trickle down to specific adverts that show users’ interests and habits.
Bettors who like live casino matches may get exclusive promotions to play on their favourite tables. They also get offers based on their favourite leagues or teams. This could enhance user engagement and also foster stronger brand loyalty.
3. Influencer Collaborations
In 2025, iGaming brands will seek out collaborations with influencers in the cryptocurrency gambling or sports betting communities. These influencers won’t just introduce the platforms to new users, but their endorsement can add an extra layer of credibility that cannot be achieved with just campaigns on Meta or Google. Similarly, adding an influencer to your strategy can humanise your brand and instil trust among users.
4. Gamified Social Media Content
Brands are applying more interactive and engaging social media strategies, and even campaigns will learn toward gamified content, AR-powered experiences, and live contests to spur user participation.
With Instagram and Facebook, you can advertise games, bonuses, or even host giveaways dependent on participants engaging with your brand. You can collaborate with influencers as well on live posts about games and use interactive social media campaigns to reach your audience.
5. Valuable Content
Players in 2025 are gravitating towards brands that offer value through entertainment, education, or transparency. iGaming operators must leverage betting strategies, game tutorials, and cryptocurrency guides to attract new users and build trust.
SEO strategies that will become most prominent will feature posts on how to bet with bitcoin or the benefits of blockchain casinos. These posts will help you rank high on Google while still keeping players informed. You should also incorporate video tutorials, podcasts, and blog posts as tools to connect with users.
6. Automation Tools And Data-Driven Campaigns
Operators use data analytics and statistics to learn player behaviour, measure campaign performance, and optimise their marketing strategies. The insights acquired help brands run targeted ads that align with player needs.
Automation tools will boost efficiency, allowing you to communicate with players in real-time. You can launch email campaigns, send an SMS notification, and use automated push alerts to deliver personalised promotions or reminders to players.
7. Market Localisation
The iGaming industry is entering new continents, which is the perfect opportunity for agencies to attract players from different markets. Adapting your campaigns and platform to target specific regions will be a major focus this year. These include a website translator, regional payment options, customising marketing strategies, and respecting cultural preferences.
Gambling markets in Asia, Africa, and Latin America present a major opportunity for growth for operators. Through localisation, you can offer a seamless experience that local audiences love, helping you build trust and customer loyalty in untouched regions.
Best Strategies To Maximise ROI in iGaming When Using Google Ads or Meta Ads
In an industry as competitive as iGaming, applying effective marketing strategies can be a game changer when running ADs to create brand awareness, boost user engagement, and convert leads to paying customers. However, with numerous digital channels and platforms existing, choosing the right strategies can be an uphill task. Below, we have shared some techniques you can use to maximise your ROI when using Google Ads or Meta Ads.
1. Understand Your Target Audience
The first step in maximising your iGaming ROI is to understand your target audience. This involves learning their interests, behaviours, preferences, and their pain points. You can use Google Analytics or social media insights to gain information about your audience, like location, demographics and even the device they’re using to visit your platform.
You can boost your conversion rates by customizing your adverts to meet the specific needs and wants of your target audience.
2. Retargeting
A retargeting tactic can help you retarget users who have previously shown interest in your products, website or visited your social media pages. This provides the perfect opportunity for you to convert leads who didn’t become customers. Retargeting adverts also nudge visitors to visit your website and complete a desired action, like signing up to claim a free bets bonus.
3. Geotargeting
Leveraging geotargeting tactics can help you customise your campaign efforts to a specific region and accommodate various languages and cultural nuances. With localised content and adverts, iGaming agencies can boost relevance, lead engagement, and eventually drive ROI and high conversion rates.
4. A/B Testing
In A/B Testing, you can create two versions of an AD creative to see which one your audience will respond to better. Some assets include display ads, marketing emails, landing pages, and social media posts.
5. Mobile Optimisation
With most users on the internet using a mobile device to navigate it, your campaigns must be tailored for smaller device screens. This requires responsive design and building landing pages that are mobile-friendly.
6. Dynamic Creative Optimisation
To do this, you’ll need to optimise your ad creative in real-time based on user data and behaviour. With personalised ads that are relevant to the context of the service or product you are promoting, you can improve conversion rates and engagement. Dynamic creative optimisation can be effective in promoting personalised offers and showing your ads to different audience segments.
Google Ads Or Meta Ads: Which Platform Should You Choose?
The truth is, the best platform to choose based on better ROI depends on your business goals and which group you wish to target. Google Ads are good if you want to reach high-intent users and drive direct conversions, as these users already know what they want. Meta Ads are good for raising brand awareness and social interaction, which is great if your iGaming company wants to build relationships with potential customers.
Here are some key takeaways to help you make a decision:
| Google Ads | Meta Ads |
| More restrictive policies for gambling ads | Flexible and less restricted gambling policies |
| Expensive reach and high keyword competition. | Cheaper reach and sophisticated targeting options |
| Best for targeting high-intent searches and driving quick conversions. | Best for brand awareness and engagement in the iGaming industry |
To conclude, Google Ads can be effective for high-intent users, while Meta Ads is a flexible and more robust platform for running gambling-related campaigns, which could lead to better ROI due to its wider reach, lower restrictions, and stronger audience targeting.
However, to further maximise your ROI, you can consider using both Google Ads and Meta Ads for your campaigns.
