Sportsbook PPC Agency Explained: Why Most New Campaigns Lose Money
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Watch this short overview –https://www.youtube.com/watch?v=IBl2o5xjo0U
Recommended reading for iGaming operators & marketers:
The A-Z of Casino Marketing:
https://ift.tt/rpPEK6s
The A-Z of iGaming SEO:
https://ift.tt/0OTB2gU
If you’ve ever launched a sportsbook PPC campaign and watched budget disappear with very little return, you’re not alone.
Most new sportsbook PPC campaigns lose money – not because PPC doesn’t work, but because it’s usually handled by agencies that don’t understand how sportsbook acquisition actually works.
In this video, I explain why sportsbook PPC campaigns fail, the most common mistakes agencies make, and what a proper sportsbook PPC setup should look like in regulated markets.
PPC isn’t the problem – the setup is
PPC itself isn’t broken for sportsbooks.
What’s broken is how campaigns are commonly structured.
Too many agencies treat sportsbook PPC like:
E-commerce
Generic lead generation
Or standard finance advertising
But sportsbooks are a completely different environment.
You’re dealing with:
Gambling ad policies
GEO and licensing restrictions
Player intent cycles
Odds-driven behaviour
Highly competitive keywordsGet any of this wrong, and you’re burning money from day one.
Mistake #1: Starting too broad
One of the biggest reasons sportsbook campaigns lose money early is starting too broad.
Agencies often go straight for:
Generic betting keywords
Big match terms
High-volume event traffic
That traffic is expensive, unfocused, and often converts poorly.
Effective sportsbook PPC starts narrow:
High-intent search terms
Specific markets or bet types
Clear intent tied to deposit behaviour
If you don’t control intent early, your CPA will spiral.
Mistake #2: Ignoring the funnel
Another major issue is optimising for clicks instead of players.
Clicks don’t matter.
Traffic doesn’t matter.
What matters is:
Registrations
First deposits
Cost per funded account
Player value by GEO
If your PPC agency can’t clearly explain:
How traffic becomes players
Where drop-off occurs
How optimisation continues after the click
They’re guessing — not managing performance.
Mistake #3: Compliance and account risk
This is where many operators get burned.
Poor sportsbook PPC setups often lead to:
Disapproved ads
Suspended accounts
Flagged domains
Or permanent Google Ads bans
A proper sportsbook PPC agency builds campaigns around compliance, not shortcuts.
If an agency talks about “getting around” policies rather than working within them, that’s not clever – it’s dangerous.
What a good sportsbook PPC agency actually does
A serious sportsbook PPC agency focuses on:
Controlled testing phases
Intent-led keyword structures
GEO-specific compliance
Landing pages built for conversion, not traffic
Continuous optimisation based on player behaviour
It’s slower at the start – but far more profitable long-term.
Final thoughts
At The Casino Marketing Shop, sportsbook PPC is built to protect both your account and your budget.
We don’t promise overnight wins.
We build campaigns that scale safely, predictably, and profitably.
If you’re about to launch a sportsbook PPC campaign – or you’re already running one that’s losing money – feel free to get in touch for a second opinion.
Website: https://ift.tt/sPi23jG
WhatsApp: +44 7484 866107
Telegram: casinomarketingshop
from iGaming Marketing by Milton Keynes Marketing https://ift.tt/E7Xu2Ot
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