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Performance Marketing
JackpotCity Online wanted to scale paid acquisition across EU markets but had been rejected by Google and Meta for gambling policy violations. We navigated the full certification process for both platforms, rebuilt their ad accounts from scratch with compliant creative frameworks, and scaled monthly spend from $50K to $300K while maintaining stable cost-per-acquisition targets across Germany, UK, Finland, and the Netherlands.
JackpotCity Online had a strong product — 3,000+ games, competitive bonuses, and licenses in Germany, UK, Finland, and the Netherlands — but they were locked out of the two most important paid acquisition channels. Two previous Google gambling certification applications had been rejected due to landing page compliance failures, and their Meta Business Manager had been disabled after a previous agency violated gambling advertising policies.
Without Google and Meta, JackpotCity was forced to rely on affiliate traffic and minor ad networks, paying CPAs of $110+ per first-time depositor — more than double what competitors achieved on the major platforms. Their monthly acquisition budget of $50K was delivering only 450 FTDs, and the board had set aggressive targets: scale to 5,000+ FTDs monthly within 6 months while bringing CPA below $45.
The challenge was not just getting certified — it was building a compliant infrastructure that could scale from $50K to $300K in monthly spend without triggering policy violations or account suspensions.
We managed the full compliance remediation and platform certification process simultaneously while building the campaign architecture for rapid scaling. Compliance & Certification (weeks 1-6): we audited every landing page against Google's gambling advertising policy and made 40+ changes — adding responsible gambling messaging in all four market languages, implementing robust age-gating, displaying license numbers prominently, adding T&C links to every promotional page, and building dedicated self-exclusion and responsible gambling resource pages.
For Meta, we worked directly with their policy team to document the compliance overhaul and appeal the account restriction. Google certification was approved in 5 weeks; Meta access was restored in 4. Campaign Architecture (weeks 6-12): we built structured campaigns across both platforms — Google received brand, competitor, and generic keyword campaigns across all four markets with 200+ negative keyword lists, gambling-compliant ad extensions, and smart bidding strategies.
Meta received lookalike audiences built from first-party depositor data, video and carousel creative featuring responsible gambling messaging, and an aggressive A/B testing framework running 60+ creative variants simultaneously.
Scaling (months 3-6): with stable CPAs established, we scaled monthly spend from $50K to $300K using a methodical approach — increasing budgets 15-20% weekly, expanding keyword coverage, and adding new audience segments only after proving efficiency at each level.
We maintained a 92% improvement in conversion rate through continuous landing page optimization and creative refresh cycles. Results: monthly FTDs reached 5.8K, ROAS stabilized at 4.1x, CPA dropped to $38 (from $110+), and JackpotCity's $300K monthly spend became their primary acquisition engine across all four EU markets.
Audited every landing page and made 40+ changes for Google and Meta compliance, securing gambling certification approval in 5 weeks and Meta account restoration in 4.
Built structured Google keyword campaigns and Meta lookalike audience campaigns across Germany, UK, Finland, and Netherlands with 60+ creative variants.
Scaled monthly spend from $50K to $300K using 15-20% weekly increases with continuous CPA monitoring, maintaining a 92% conversion rate improvement throughout.
“After two failed Google certification attempts and a disabled Meta account, we had almost given up on paid platforms. They got us approved in five weeks, and within six months we scaled from $50K to $300K in monthly spend with a CPA that's less than a third of what we were paying before. The compliance work alone was worth the engagement.”
JackpotCity Online wanted to scale paid acquisition across EU markets but had been rejected by Google and Meta for gambling policy violations. We navigated the full certification process for both platforms, rebuilt their ad accounts from scratch with compliant creative frameworks, and scaled monthly spend from $50K to $300K while maintaining stable cost-per-acquisition targets across Germany, UK, Finland, and the Netherlands.
