Gambling Paid Social Agency
Specialist paid social strategy, creative and campaign management for licensed casino and sportsbook brands. We help you acquire high-value players through compliant, performance-focused social media advertising.
From strategy and creative to campaign management and ongoing optimisation, we handle every element of your paid social advertising.
Gambling is one of the most restricted categories in social advertising. Every platform sets its own rules, every regulated market adds its own, and a campaign that works in one country can be ineligible in the next. As a gambling paid social agency, we plan around those rules from day one, so your budget goes into campaigns that can run, reach the right adults and be measured against real acquisition goals.
Paid social works best alongside strong organic visibility. It can sit next to iGaming SEO, casino SEO or sports betting SEO, so the players a campaign introduces to your brand can find it again in search.
Online Casino
Reach relevant audiences with tailored paid social campaigns for licensed online casino brands. From creative development to acquisition-focused optimisation, we build strategies around your commercial objectives.
Casino campaigns lean on brand, game and welcome-offer creative, so we plan formats and messaging that platforms will approve and that suit the markets you are licensed in.
Casino Paid SocialSports Betting
Develop campaigns for sportsbook brands around relevant sporting moments, approved audiences and measurable acquisition goals.
Sports betting social media advertising lives on timing. We plan around fixtures, tournaments and the sporting calendar, with creative ready before the moments that matter to your customers.
Sports Betting Paid SocialOur approach
We follow a structured, transparent approach to planning, launching and optimising campaigns in regulated markets.
Understand the brand, target market, commercial goals and acquisition requirements.
Review platform eligibility, relevant advertising restrictions, approvals and creative requirements.
Build, test and launch campaigns on eligible platforms in approved markets.
Monitor campaign performance, refine creative and targeting, and report on agreed KPIs.
We help brands assess and manage paid social opportunities across platforms and markets where gambling advertising is permitted and the required approvals are in place.
Facebook and Instagram
Feed, Stories and Reels campaigns for brands that hold Meta's written permission for gambling ads, targeted to adults in permitted countries.
Short-form video
TikTok restricts gambling advertising to a limited set of markets and formats, so we confirm current eligibility before recommending any spend.
Live sporting moments
Timely campaigns around fixtures and live events, in countries where X permits gambling ads for authorised advertisers.
Video through Google Ads
Video campaigns run through Google Ads, which requires gambling certification for each country you advertise in.
Awareness and acquisition
Creative-led campaigns where Snapchat's gambling policy and pre-approval allow, with targeting set to adult audiences.
Platform policies change often. Whether a campaign can run depends on the platform, the country, your licence and the approvals you hold, so we check the current rules before any spend is planned. Omnia is an independent agency and is not affiliated with, or endorsed by, these platforms. Platform names and logos belong to their owners.
Compliance first
Gambling advertising sits under platform policies, national regulation and industry codes all at once. A gambling advertising agency needs to know where those rules overlap before it writes a single ad.
We build these checks into every campaign plan. We do not provide legal advice and no one can guarantee a platform will approve an account or an ad, so we work alongside your compliance team and keep decisions documented.
Each platform has its own gambling rules, permission process and list of eligible countries. We work from the current policy, not last year's.
Platforms usually ask for proof of a valid licence in every market you target. We help you prepare what is needed before applying.
Campaigns are set to the countries, and where relevant the states or provinces, where your licence and the platform both allow advertising.
Targeting is limited to adults above the legal gambling age for each market, with exclusions for audiences that should not see gambling ads.
Safer gambling messaging, required signposting and the tone of every ad are planned in from the start, not added at the end.
Ads and the pages they lead to are reviewed together, including offer terms, so what a player sees after the click matches what the ad promised.
FAQs
Something else you would like to know about paid social campaign management? Ask us directly.
Ask a questionGambling paid social is advertising for casino, sportsbook and other gambling brands on social platforms such as Facebook, Instagram, X, YouTube, Snapchat and, in limited markets, TikTok. It covers strategy, approvals, creative, audience targeting, campaign management and reporting, all within the platforms' gambling policies and the rules of each market you are licensed in.
It depends on the platform, the country and your licence. Meta, Google (including YouTube), X and Snapchat each allow gambling advertising in some countries for advertisers who have been approved or certified. TikTok is more restrictive. Policies change regularly, so we check the current rules for your markets before recommending where to spend.
In most cases, yes. Platforms usually require an application with evidence of a valid gambling licence for each country you want to target, and some approve accounts country by country. We help you prepare and organise that process, but approval is always the platform's decision and cannot be guaranteed.
Casino paid social advertising is usually always-on, built around brand, game and welcome-offer creative, with close attention to how offers and terms are presented. Sportsbook campaigns follow the sporting calendar, with creative and budgets planned around fixtures, tournaments and live moments. Audiences, creative refresh rates and the way performance is judged differ between the two, so we plan them separately even for brands that offer both.
See our casino paid social and sports betting paid social services for more detail.
We agree the measures that matter to your business before launch, typically cost per acquisition, registrations, first-time deposits (FTDs) and, where your data allows, player value over time. We help set up conversion tracking through the platforms' pixels and server-side tools alongside your existing analytics, then report on those agreed measures rather than on clicks alone.
We start with a discovery call about your brand, licences, target markets and goals. We then review platform eligibility, agree a strategy and measurement plan, prepare creative and set up campaigns. Timings depend mostly on platform approvals, which we will discuss with you at the start.
Yes, and the two support each other. Paid social can put your brand in front of new players quickly, while iGaming SEO, link building and digital PR build the long-term visibility that keeps them finding you.
Let's talk
Tell us about your brand and goals. We'll discuss a tailored paid social strategy to help you reach the right audiences.
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