How casinos are advertised without breaking Google rules

💡 Important: below - about legitimate work. No "bypasses" of moderation, cloaking and gray schemes. Sustainable scale in Google is possible only through licenses, certification and compliance.

1) Google's rule map for iGaming (what's needed at all)

To run casino ads on Google, a brand/agency typically requires:

1. Comply with local laws (operator/regulator license for each GEO).

2. Obtain Google Ads Gambling certification for specific countries/products.

3. Comply with age restrictions (18 +/21 +) and targeting only adults.

4. Comply with Google's advertising policy: without promises of "easy money/win guarantees," honestly disclose the terms of bonuses.

5. Have a compliant site/application: licenses, Responsible Gaming, bonus rules, privacy/cookies, download speed.

2) Certification and white GEO

Google Ads certification is issued for a legal entity/account for specific countries and product types (casino/sports/lottery/live). Typical path:

Prepare a package: details, license, domains, screenshots of RG pages, age filters.
Apply for GEO Select Certification.
Launch campaigns strictly within approved countries/products. Any "gray" markets are a direct risk of an account/domain ban.

3) Valid formats and channels in Google

Search (search ads): only "clean" queries, no clickbait. Disclaimers and relevant landing are required.

YouTube/Video/Discovery: possible in approved countries; creatives without "easy money," without minors/erotica/alcohol. RG message - in the final frame and in the description.

Display/Programmatic (GDN/DV360): Demographic/interest targeting is available under certification and local laws.

Performance Max/SA360: permissible subject to certification and compliance; watch for placement exceptions.

4) Creatives and copyright: how not to fly into deviation

Allowed angles: gameplay/interface, tournaments/schedule, service/support 24/7, responsible game.

Forbidden promises: "easy money," "guaranteed winnings," "earn...," "return the loss" (if there are no formal conditions and this does not comply with the policy/law).

Clear offer without financial promises; CTA neutral: "Play responsibly. 18+. Conditions on the site."
No wads of money, shock content, minors, alcohol/erotica.
The video features the final RG screen; in the description - disclaimer and reference to conditions.
Localization under GEO: language, currency, age threshold.

5) Landing and product: compliance checklist

Your site or preland is the first point of check by the robot and moderators.

Visible licenses and regulator, support contacts.

Responsible Gaming: 18 +/21 +, limits, self-exclusion, links to help.

Bonus rules: wagering, limits, terms - on the first screen or by clicking nearby.

Privacy/Cookies/Consent: correct consent banner, privacy policy.

Speed and stability: Core Web Vitals, lack of aggressive popups and redirects.

No cloaking (content substitution after moderation), no hidden redirects.

6) Application features (Android/iOS + Web→App)

Google Play/Apple App Store: compliance with stora rules, age rating, local permissions.

Deep Linking/One-Link: correct attribution, separate landing pages for iOS/Android.

Server-side conversion (Conversion API/MMP): no PII to URL.

The text of the story: without "easy money," clear conditions of the promo; coincidence with creatives and site.

7) Risk-free tracking: how to "see the money" and not break the rules

GA4 + server-side events (purchase/deposit_success) - exclude cookie dependency.

S2S postbacks from the operator: 'registration', 'kyc _ approved', 'deposit _ success', 'chargeback/refund'.

Idempotency by 'event _ id', time in UTC, amounts in ISO currencies, NGR (not GGR) showcase for honest ROAS/Payback.

No hidden parameters/PII in the URL, no "gray" redirectors.

CM360/SA360 (if any) - connect as "sources of truth" by clicks/impressions within the framework of the policy.

8) Targeting and age

Age 18 +/21 + (according to GEO law) is a hard filter in campaigns.

Exclude sensitive audiences; do not use personal attributes.

Geo-targeting only to certified countries/regions.

For branding formats, keep Frequency Cap and daytime pacing.

9) Antifraud and safety

IP/ASN velocity rules and filters at the level of landing and S2S.

Monitoring discrepancies "operator ↔ DWH ↔ Google Ads" by events and amounts.

Alerts of postback delays> 15 min and failure jumps/chargeback.

Appeals procedure and deviation log (hell, site, keywords).

10) Account and business "health" metrics

Approval rate of announcements, percentage of deviations by causes.

CR: `click→reg`, `reg→KYC`, `KYC→FTD`.

Quality: '2nd _ dep rate', 'Retention _ D7/D30', 'Chargeback rate'.

Economy: 'CPA', 'ARPU _ D30', 'Payback', 'ROAS/ROI' by NGR cohort, not GGR

Technique: postback delay, p95 latency,% retrays, percentage of events without 'click _ id'.

11) Common causes of interlocks (and how to prevent them)

1. No certification for GEO/product → issue tolerances prior to start-up.

2. Mixing GEO (allowed and prohibited) in one campaign → strict segmentation.

3. Promises of income in creative/text → scrub wording, leave facts and RG.

4. Landing without conditions/license → Add legal block and visible links.

5. Cloaking/content substitution is → strictly prohibited.

6. Problematic tracking (artisanal redirectors, PII in URL) → only server-side and consent-friendly solutions.

12) Checklists

Before the start

Licenses and legal pages on the site; RG unit, 18 +/21 +
Google Ads Certification for GEO/Products
Domain verification, transparent landing (speed, bonus terms)
Creatives without "easy money"; RG disclaimers; GEO localization
GA4 + server-side conversion; S2S postbacks' reg/KYC/FTD/chargeback'
Anti-fraud rules; alerts of postback delays and discrepancies

In progress

Report on approval rate/reasons for deviations
NGR Cohort Metrics: Cum_ARPU D7/D30, Payback, 2nd-dep
Monitoring for "DWH ↔ operator ↔ Google Ads" discrepancies
Quick Creative/Landing Loop for Comments

13) 30-60-90 plan

0-30 days - Tolerances and framework

Collect a legal package and issue Google Ads certification for white GEO.

Cite site: RG/licenses/bonus terms/speed/consent.

Connect the GA4 + server-side and S2S chain (reg/KYC/FTD/chargeback).

Prepare compliant creatives (Search/Video/Display), a list of minus phrases.

31-60 days - Start and stabilization

Launch GEO/Formats/Audience campaigns strictly within the scope of certification.

Monitor deviations and complaints, make changes promptly.

Transfer NGR to BI, count Payback/ARPU D30 by cohort, and adjust rates/pacing.

61-90 days - Scale and sustainability

Expand formats (YouTube/Discovery/PerfMax) while maintaining compliance scans.

Enter monthly audit: creative/landing/NGR reports/GEO permits.

Automate alerts (postback lag, discrepancies), standardize appeal playbooks.

14) Mini-FAQ

Can I advertise without a license?

No, it isn't. Google requires compliance with local laws and its own certification.

Are "sign-up bonuses" acceptable?

Only with transparent conditions (wagering/limits/deadlines) specified in the creative/landing, and if it is legal in GEO.

Do I need to write Responsible Gaming?

Yes I did. Age disclaimer and RG block are required.

Server-side tracking required?

It is not "obligatory" by letter, but critical for accuracy and trust: without cookies - loss of attribution and suspicion of manipulation.

Casinos can legally advertise on Google - subject to licenses, certification in "white" markets, correct creatives and transparent landings. Honest S2S tracking, Responsible Gaming, age targeting and respect for platform policies are not "formalities," but the foundation of a sustainable channel. Such a strategy survives checks, scales and gives a predictable economy: Payback/LTV plus - without the risks of blocking and fines.