PPC (Pay-Per-Click) in Affiliate Marketing and iGaming: How to Earn from Clicks

Publication date: 21 August 2025

Imagine this: you’ve just launched ads for an online casino or sports betting offer. The budget is melting away, but registrations barely trickle in. The dashboard is empty, nerves are frayed. So, what is PPC (Pay-Per-Click) in iGaming? It’s a model where you only pay for clicks on your ads, whether that’s to a casino site or a bookmaker. Sounds like salvation for affiliates—but without proper setup, the budget still disappears. Let’s explore how PPC helps affiliates earn in gambling and betting by turning clicks into deposits.

This material is for informational purposes only. We do not encourage breaking laws or violating platform rules. Always check your local regulations and act legally.

What is PPC: a simple definition

PPC (Pay-Per-Click) is an advertising model where you pay for each click on your ad. No money wasted on impressions or views—only on users who land on your page, whether it’s a casino site or a sportsbook. The term appeared in the late 1990s, when online marketing was still emerging. In 1996, Planet Oasis experimented with click-based billing in a desktop app. The breakthrough came in 1998 with GoTo.com, which launched keyword auctions—the basis for today’s Google Ads.

PPC entered iGaming in the 2010s, when competition for players in casino and betting intensified. Affiliates started buying targeted traffic and paying only for engaged users. Today, PPC spans search ads, social targeting, push notifications, and native formats. In iGaming, PPC is key for rapid user acquisition. For example, targeting keywords like “casino bonus” (slots) or “football betting” drives traffic directly to offers. But there’s a catch: regulations. Gambling and betting ads are heavily restricted in Tier-1 GEOs (USA, UK), requiring precise compliance.

Where and how PPC works in iGaming

PPC is a versatile tool for affiliates, effective in both gambling (casino, slots, poker) and betting (sportsbooks). It allows quick offer testing and hot audience acquisition.

• Google Ads: Targeting keywords like “online casino bonus” or “Champions League betting.” In Tier-1 GEOs (UK, Canada), direct casino/betting ads are often restricted to licensed operators. More effective in Tier-2 markets like Brazil or India. See more in Canadian gambling traffic review.
• Facebook Ads*: Casino bonus creatives or sports-themed ads (e.g., UFC betting). Especially popular in Latin America, such as Brazil.
• Push networks (PropellerAds, Zeropark): Mobile-friendly ads promoting slots or fast bets, widely used in India.
• Native ads: Placements on gambling or sports content sites for high CTR.

PPC works best with high-converting offers: slots, poker, sports betting. CPC varies: Tier-1 clicks cost $2–$5, Tier-2 clicks cost $0.20–$0.50 (CPA network data). Regulation adds complexity: UK betting requires licensing, while India often runs on “gray” models.

PPC vs CPA in iGaming

PPC is ideal for testing new offers or GEOs where fast traffic is needed. CPA is better for stable, high-CR campaigns. Learn more in CPA marketing glossary. For ROI tips, see ROI in CPA marketing.

PPC vs CPA vs RevShare: comparison

Strengths and pitfalls of PPC

Strengths

• Cost control: You set the limit and only pay for clicks.
• Speed: Campaigns launch in hours; leads can appear the same day.
• Flexibility: Keywords, bids, and creatives can be adjusted on the fly.

Pitfalls

• High CPC in Tier-1: Up to $5/click in UK betting.
• Empty clicks: Poor targeting wastes spend.
• Regulations: Without compliance, campaigns risk bans.

Seasonality matters: PPC for betting spikes during events like FIFA World Cup or UFC, boosting conversions by 30–40% but also CPC. Casino traffic is 70% mobile, making fast-loading, responsive landers essential. Google Ads Quality Score also affects CPC dramatically.

Common PPC mistakes

• Ignoring negative keywords: Broad targeting (“casino”) can attract “free slots demo” searches. Always exclude “free,” “demo,” etc.
• Weak creatives: “Play now” underperforms compared to “Football fan? Bet on your team +100% bonus!”
• Blind GEO targeting: Running in licensed-only GEOs like the US or strict EU states without compliance = instant bans.

PPC tips and hacks

• Long-tail keywords: Narrower targeting reduces wasted clicks.
• Localization: “Cassino online” in Brazil, cricket themes in India—boost CTR by 30%.
• Use trackers (Voluum, Keitaro): See which keywords drive deposits.
• Start small: Test $100–200 budgets before scaling.
• Optimize landers: Fast load + clear CTA (“Get 200% bonus now”) = higher CR.

FAQ

1. What budget do I need to start PPC in iGaming?

For Tier-2 (India, Brazil), $100–200 is enough, with clicks at $0.20–$0.50. In Tier-1 (USA, UK), prepare $500–1000, as CPC is $2–$5. Always test before scaling.

2. Which PPC platforms work best for gambling and betting?

Google Ads for keywords, Facebook Ads* for sports/slots targeting, Push networks for cheap mobile clicks. Test multiple channels.

3. How to avoid bans in PPC campaigns?

Follow local regulations. Exclude bad traffic with negative keywords. Don’t use cloaking or policy-violating tactics. Test landers for compliance.

4. What’s the difference between PPC for gambling vs betting?

Gambling PPC focuses on bonuses and visuals (slots, poker). Betting PPC relies on seasonal events (soccer, UFC) and often requires licensing. Both need localization and precise targeting.

5. How to boost ROI in PPC campaigns?

Work with trusted CPA networks (like 3SNET) for proven high-CR offers. See the top bookmaker affiliate programs and casino affiliate programs.

6. How is PPC different from CPM?

PPC = pay per click. CPM = pay per 1,000 impressions. PPC suits conversions; CPM suits brand awareness. PPC saves budget but demands optimization. Read more in the CPM glossary.

*Facebook is blocked in Russia by court ruling.