Sector
Paid search for betting and gaming
The most expensive paid search market in the UK, with licensing rules, the sporting calendar and several brands competing for the same customer.
Sectors / Betting and gaming
What makes it different
Betting and gaming paid search runs on events. The Grand National, the Premier League season, the World Cup. Demand and CPCs spike together. The market is licensed, so ad copy, targeting and landing pages are regulated. Customer value varies enormously, so bidding to sign-ups is a fast way to lose money.
Most groups run several brands, which means the biggest competitor on a term is often the brand next door.
Where the money is lost
- Bidding to sign-ups, not deposits or value. The cheap sign-up is often the worthless one.
- Brands in the same group bidding against each other.
- Last-click attribution over-rewarding brand search and under-rewarding the channels that bring new customers.
- Compliance failures that get ads disapproved on the day of the big event.
What Joseph does
- Sets bidding to first-deposit value and predicted lifetime value, not to sign-ups.
- Builds one search strategy across the group’s brands with clear rules on who owns which terms.
- Runs geo tests and marketing mix modelling so incrementality is measured, not assumed.
- Plans the sporting calendar a season ahead, with budgets and creative ready before the event.
See the betting and gaming case study.
Talk to Joseph about your account
A thirty-minute call. You describe the account, Joseph tells you what he would look at first. No deck, no pitch.