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Performance Marketing
SlotsMania Casino wanted to scale beyond Google Ads to diversify acquisition risk. We built a multi-platform paid strategy spanning Google, Meta, TikTok, Snapchat, and Reddit — each with tailored creative formats and audience strategies. Cross-platform frequency capping ensured efficient spend, while unified attribution showed true incremental lift from each channel.
SlotsMania Casino was running paid advertising exclusively on Google Ads, spending $180K/month and generating approximately 3,200 first-time depositors (FTDs) at a CPA of $56. While Google was performing adequately, the marketing team knew they were leaving massive scale on the table by ignoring other platforms.
Attempts to expand to Meta and TikTok had failed twice — campaigns were disapproved due to gambling policy violations, creative didn't meet platform-specific requirements, and the team lacked expertise in the vastly different auction dynamics and creative formats of each platform.
The CEO had set an aggressive growth target: double FTD volume within 6 months without increasing CPA above $65. Achieving this required cracking multi-platform paid advertising while maintaining efficiency — a challenge complicated by the fact that different platforms had different gambling ad policies, audience behaviors, creative best practices, and attribution models.
Cross-platform frequency management was nonexistent, meaning players were being bombarded by ads across platforms with no coordination.
We built and managed a multi-platform paid advertising operation spanning Google, Meta, TikTok, Snapchat, and Reddit — each with platform-native strategy, creative, and optimization. Google Ads: we restructured the existing campaigns with better segmentation (branded vs. non-branded, game category targeting, competitor conquesting), implemented value-based bidding using first-deposit value data fed back to Google, and expanded to YouTube with 15-second bumper ads.
Monthly FTDs from Google increased from 3,200 to 4,100 while CPA decreased to $48. Meta Ads (Facebook/Instagram): we navigated Meta's gambling advertising policies by securing proper licensing documentation, built lookalike audiences from SlotsMania's highest-LTV depositors, and produced scroll-stopping creative featuring game win moments, jackpot celebrations, and player testimonials in Reels format.
Meta delivered 2,800 monthly FTDs at $52 CPA. TikTok Ads: we developed UGC-style creative with creators demonstrating gameplay in authentic, non-promotional formats that passed TikTok's review process. Spark ads boosted organic-looking content.
TikTok delivered 1,100 monthly FTDs at $61 CPA, skewing heavily toward the 25-34 demographic. Snapchat & Reddit: we tested both platforms for incremental reach — Snapchat's full-screen video ads delivered 350 FTDs/month and Reddit's community-targeted ads delivered 150 FTDs/month.
Cross-Platform Infrastructure: we implemented a unified frequency capping system using a cross-platform DMP, ensuring no user saw more than 5 SlotsMania ads per day across all platforms combined. We also built unified attribution using a multi-touch model that properly credited assists across platforms.
Results at 6 months: 8,500 monthly FTDs (up from 3,200), blended CPA of $54 (within the $65 target), and a 165% increase in new depositor volume. Reddit and Snapchat served as valuable incremental channels, while TikTok and Meta provided the bulk of scale expansion.
Produced distinct creative for each platform — polished ads for Google/Meta, UGC-style content for TikTok, full-screen video for Snapchat, and community-native formats for Reddit.
Implemented a unified DMP-based frequency capping system limiting users to 5 total ad impressions per day across all platforms combined.
Fed first-deposit value and predicted LTV data back into Google and Meta bidding algorithms, optimizing for revenue rather than just conversion volume.
Built unified attribution across all 5 platforms using a multi-touch model that properly credited cross-platform assist interactions.
“We were a Google-only shop doing 3,200 FTDs a month. The multi-platform expansion took us to 8,500 FTDs at nearly the same CPA. The cross-platform frequency capping was crucial — our players aren't seeing the same ad 20 times a day anymore, and every platform is pulling its weight with platform-native creative that actually resonates.”
SlotsMania Casino wanted to scale beyond Google Ads to diversify acquisition risk. We built a multi-platform paid strategy spanning Google, Meta, TikTok, Snapchat, and Reddit — each with tailored creative formats and audience strategies. Cross-platform frequency capping ensured efficient spend, while unified attribution showed true incremental lift from each channel.
