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While most gambling brands focus their PPC spend on Google, Microsoft Ads, commonly known as Bing Ads, offer an often-overlooked opportunity to acquire players at lower costs and with less competition. For Crypto iGaming brands, this channel unlocks access to valuable user segments, including desktop-first players, older high-LTV users, and markets underserved by Google.
At CasinoSEO.co.uk, we’re a casino marketing agency that builds fully compliant, conversion-focused Microsoft Ads campaigns tailored for the casino sector, delivering strong ROI, full-funnel visibility and profitable scale.
Microsoft Ads offer a unique strategic edge for casino brands. While Google dominates market share, a big reason why Google Ads for casinos are important, Bing and its partner networks (including Yahoo, DuckDuckGo, and MSN) still serve millions of searches daily, often by high-intent, financially mature users. Competition on Bing is typically lower, which means:
For casino PPC services and strategies seeking diversification, Microsoft Ads can complement Google by expanding reach and lowering cost-per-acquisition (CPA).
Take a look at how our digital marketing agency has delivered impactful, results-driven digital marketing campaigns for a range of clients.
“Absolute supported the growth of Jackpot247 fantastically. No height was to high to reach and they were willing to combine our existing ideas with their own to create a powerhouse of resource for our players. They helped us to achieve maximum visibility despite the known competitiveness of the market and their dedication to doing so really shone through. We can’t thank them enough for their ongoing hard work!”
Jackpot247 is a player in a fiercely competitive industry. Drawn to our successful track record with similar online casino companies, they enlisted our partnership to improve their visibility and establish themselves as a leading online casino through our SEO services. Working in close collaboration with their team, we ensured that our approach was seamlessly integrated across all facets of the business.
To ensure success for Jackpot247’s campaign, we prioritised content marketing that adhered to company guidelines. Our goal was to improve brand reputation through educating readers on brand values. Our strategy included press releases, industry news, infographics, and editorials, mindful of algorithm changes such as Google Hummingbird in 2013. To become a leading brand in a highly competitive market, they needed to capitalise on all types of traffic.
“Absolute delivered the best work we have seen within the online casino space. We know how tough it is to rank for casino-specific keywords, but they took it in their stride. They helped us transform our SEO activity through implementing several dramatic but worthwhile improvements to the site (from content to design) to ramp up conversions. It certainly paid off!”
SuperCasino approached us to improve their visibility in the highly competitive online gambling market. Given their limited visibility across the site, we aimed to develop an innovative approach to help them compete with their rivals. Given the highly competitive nature of their market, SuperCasino was determined to achieve the results they had outlined to support their business growth.
In the highly competitive online gambling industry, we adopted an innovative approach to maintain the campaign’s success. Our strategy included a well-structured content marketing plan, which complemented the Penguin algorithm refresh and Google Hummingbird’s introduction. Diversifying the content on the site boosted overall visibility for generic search terms. Additionally, we carried out targeted blogger outreach and offsite tactics to enhance the site’s authority.
“It has been delightful to work with a company that clearly takes a great deal of pride in what they do and demonstrate a clear passion for both what they do and for delivering results for their clients’ campaigns. If you are looking for an agency that will go the extra mile and feel like an extension of your existing team, then I would always recommend Absolute Digital Media.”
After witnessing our accomplishments in the online gambling industry, Ladbrokes contacted us as a leading SEO agency in Essex and London, with the objective of enhancing their organic visibility and increasing their market share through our SEO services.
After Ladbrokes teamed up with us, we conducted a thorough site analysis to evaluate the previous SEO efforts and obtain more information for devising a strategy. Based on the insights, we developed creative campaigns featuring games and infographics, while also defining the brand voice, tone, and branding in compliance with industry standards. We optimised revenue-generating pages and identified keyword and creative gaps in the News section to improve the brand’s visibility.
We help crypto casinos maximise ROI through Microsoft Ads’ cost-efficient targeting:
CPCs can be 30–50% lower than Google, increasing reach and conversions
Bing’s older, affluent audience drives higher-value casino players
Optimised targeting delivers ROI equal to or above Google Ads
We ensure every casino campaign meets Microsoft’s strict advertising policies:
Verified advertiser setup with gambling certification
GEO targeting restricted to licensed and approved regions
Ad copy and landing pages fully aligned with KYC and age verification rules
We design campaigns that attract, convert, and re-engage casino players:
Brand campaigns to protect and capture direct name searches
Generic campaigns targeting bonuses and crypto casino keywords
Retargeting via the Microsoft Audience Network for churn recovery
We create ad group structures that match user intent and lower CPCs:
Game-specific groups for slots, blackjack, and live dealer
Bonus-focused groups for no deposit and crypto welcome offers
GEO and payment-based ad groups to improve relevance and CTR
We leverage Microsoft’s targeting capabilities for precise audience reach:
Demographic and in-market targeting for high-value players
LinkedIn audience integration for B2B casino verticals
Full-funnel conversion tracking with GA4, CRM, and offline imports
We scale casino ad performance through advanced extensions and testing:
Sitelinks, callouts, and action buttons to improve click-through rates
Smart bidding and broad match testing to expand reach efficiently
Regional rollouts and pacing models to scale campaigns profitably
You won’t want to miss our CasinoSEO Blog, whether it’s our take on the latest industry happenings, insights into our core digital marketing company services from PPC to SEO services, or our newest client wins and team successes, you’ll find it here first.
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Microsoft Ads offer less competition, often resulting in lower CPCs and better visibility for casino keywords. The Bing network reaches a different demographic, typically older, more affluent, and desktop-heavy users, giving iGaming brands access to high-value traffic that may not be as saturated as Google. For brands seeking diversification, Bing offers a cost-effective and scalable alternative.
CPCs on Bing are generally 30-50% lower than Google for many gambling keywords, allowing more impressions and clicks per budget. While volume is lower, ROI can be strong, especially when targeting older or desktop-first audiences. With proper setup and segmentation, Crypto iGaming brands can achieve excellent conversion rates and strong long-term returns on Microsoft Ads.
We register your account under Microsoft’s verified gambling programme, ensuring all licences and regional approvals are in place. We then geo-target only permitted regions, use compliant ad copy, and run approval tests before launching campaigns. All landing pages are reviewed to meet Microsoft’s gambling ad policies, ensuring a stable and scalable ad account.
Search campaigns targeting branded, bonus-related, and generic casino terms perform well. Bing is also effective for competitor keyword campaigns, targeting users searching for rival operators. Display and audience retargeting through Microsoft’s network adds another layer, perfect for conversion recovery and nurturing high-intent users over time.
We build tightly themed ad groups around keyword intent, for example, separating “crypto casino” from “no deposit bonus” or “blackjack online.” This improves ad relevance, click-through rates, and Quality Scores. It also makes testing and budget control easier, so we can double down on what converts and pause what doesn’t. Your casino keyword strategy for SEO will also help inform the intent of users.
Casino advertisers can target users by location, age, gender, device, and search intent. Microsoft also allows LinkedIn targeting, in-market audiences (e.g., online gambling or crypto users), and remarketing through the Audience Network. We use layered targeting to reach high-value users while ensuring ads are shown only in licensed regions. We also align this approach with our GEO SEO for casinos strategy, ensuring your casino brand appears in AI-generated responses across tools like ChatGPT and Bing Copilot, reinforcing your visibility across both paid ads and generative search results.
We use Microsoft’s UET tags to track conversions, sign-ups, and deposits across your website or app. For Crypto iGaming brands, we also import offline conversion data (like FTDs) to ensure accurate attribution. All data flows into our casino analytics and reporting dashboards, helping us refine bids, test creatives, and maximise ROI.
Sitelinks, callouts, structured snippets, and action extensions all boost ad visibility and CTR. For example, extensions can direct users to “Claim Bonus,” highlight “Secure BTC Payments,” or showcase “Popular Games.” These added elements help increase engagement and reinforce trust, especially for new or lesser-known brands.
We scale campaigns by expanding keywords, testing broader match types, increasing budgets in high-performing regions, and adding new audiences. Smart bidding and asset variation testing help identify the best-performing combinations. As campaigns mature, we expand into additional verticals, game types, or geographic regions while preserving ROI.
We’re specialists in paid media for the iGaming and Crypto casino industry. Our team knows how to navigate Microsoft’s ad ecosystem, build compliant campaigns, and optimise for real outcomes, like sign-ups, deposits, and player LTV. We offer end-to-end support, from setup and strategy to tracking and scaling, with a laser focus on performance.
Bing Ads represent a powerful, underutilised opportunity for casinos and Crypto iGaming brands to scale smartly and cost-effectively. With the right strategy, creative, and compliance setup, you can acquire high-value players at a lower CPA, while avoiding the high-pressure environment of Google Ads.
CasinoSEO delivers expert SEO and digital marketing for casinos, iGaming and gambling brands, driving visibility, traffic and long-term growth.