Background: Google’s Crackdown on Sweepstakes Casino Ads
Google’s updated policy in late 2025 now treats sweepstakes casino apps as real-money gambling, barring them from Google Ads and effectively creating a new Google ad ban for the vertical.
In October 2025, Google updated its Gambling & Games ad policy to reclassify sweepstakes casinos (sweepstake-style gaming apps) as a form of online gambling rather than “social casino” games. This change, effective October 28, 2025, means sweepstakes casino platforms can no longer advertise on Google Ads — a major shift for iGaming Google Ads campaigns that relied heavily on mainstream channels to reach U.S. players.
Previously, many sweepstakes casinos were allowed to run ads under Google’s “social casino” category (meant for casino-like games with no real prizes), but Google’s policy update closed that loophole, explicitly stating that “sweepstake casinos” are ineligible for social casino ad certification. In short, Google’s ad ecosystem is now off-limits for this vertical, leaving marketers in the space scrambling for alternatives.
This latest Google Ads gambling policy news follows a growing pattern of tightening rules — from Google ads betting limitations to the Google political ad ban — all signaling the company’s stricter stance toward sensitive categories like gambling ads and ads for gambling.
Diversifying Traffic Sources: Display Networks to the Rescue
With Google (and similarly Facebook, which has long imposed heavy restrictions) off the table for betting ads and gambling promotions, advertisers are turning to niche ad networks that welcome gambling and sweepstakes content.
In the paid media realm, display traffic ad networks – especially self-serve DSPs that specialize in high-volume web and in-app traffic – have become an essential alternative. Platforms such as TrafficStars and others allow iGaming and sweepstakes offers in accordance with their internal policies.
These networks typically aggregate inventory across thousands of sites (including both mainstream and adult-oriented publishers), giving advertisers access to a broad audience outside of Google’s ecosystem.
Crucially, these networks are built to accommodate gambling ads. For example, TrafficStars is described as a “premium ad network with a great reputation for native and popunder traffic, ideal for sportsbook and casino offers in mainstream and adult-friendly environments.” It runs on a DSP (Demand-Side Platform) model, providing access to global ad supply through direct publisher integrations and real-time bidding exchanges.
Likewise, most ad networks offers wide access to betting traffic through native, popunder and other formats, with advanced targeting and programmatic buying options. In short, these specialized networks embrace the sweepstakes casino vertical, whereas Google’s system continues to block gambling ads and restrict related content. Advertisers can use them to reach users at scale without violating policy, as long as they comply with the networks’ guidelines and local gambling laws.
Among these alternatives, TrafficStars has quickly become a standout choice for sweepstakes casino advertisers targeting the U.S. and other Tier-1 GEOs. Below, we dive deeper into why TrafficStars’ platform is particularly well-aligned with this vertical and how its ad formats (especially video pre-rolls, banners, and popunders) are delivering results.
Why TrafficStars Is a Go-To Platform for Sweepstakes Casino Campaigns
TrafficStars has positioned itself as a friendly arena for iGaming and casino advertisers, offering several key advantages that fill the gap left by the Google ad ban:
- High-intent audience fit
TrafficStars’ traffic skews toward adults 25–45 who are familiar with online gaming and respond well to casino-style funnels — ideal for sweepstakes acquisition and ads for gambling.
- Massive scalable reach
Billions of impressions across Tier-1 markets, including strong U.S. coverage, ensure fast testing and scaling without reliance on Google Ads betting campaigns.
- Flexible creatives & funnels
Aggressive hooks, gamified pre-landers, bonuses, and strong CTAs are allowed — giving advertisers freedom to use real iGaming conversion tactics similar to Google Ads.
- Advanced optimization tools
Source-level controls, real-time stats, postback tracking, and smart bidding allow precise CPA optimization and ROI scaling.
- Proven ad formats for casino
Video pre-rolls, popunders, and banners perform exceptionally well for gambling engagement, onboarding, and retargeting.
These factors, combined with a self-serve DSP interface that’s easy to use, make TrafficStars an affiliate-friendly option. Advertisers can quickly launch campaigns, tap into programmatic inventory, and remain compliant with ad content policies – all while targeting the exact audience likely to convert for a sweepstakes casino.
In essence, TrafficStars provides the scale and performance of a top-tier ad network without the prohibitive Google Ads restrictions.
Ad Formats That Deliver: Video Pre-Rolls, Popunders & Banners
One reason TrafficStars is so effective for sweepstakes casino offers is the availability of multiple ad formats that can be tailored to the user journey – from awareness to conversion.
Three formats in particular have proven to drive engagement and registrations for casino and betting campaigns on the platform:
- Video Pre-Roll Ads
- Popunder Ads
- Display Banners
These formats can be used in combination for optimal results. In fact, TrafficStars’ own guide recommends starting with a Popunder + Video combo for sweepstakes and iGaming campaigns, as it “offers the highest volume and a stable cost per registration.”
Performance & ROI: CAC and LTV Benchmarks
Switching to TrafficStars and similar networks, advertisers naturally want to know: can these channels deliver strong ROI after the Google ad ban?
According to industry analysis, customer acquisition costs for sweepstakes casinos in the U.S. typically range from $50 to $200 per player on average. On the surface, TrafficStars campaigns often fall into this same range for cost per first-time depositor (FTD), especially in competitive GEOs like the United States.
However, the key difference lies in quality. TrafficStars’ traffic tends to deliver players with stronger engagement and retention, making each acquired user more valuable over time. As the network itself notes, while FTD costs from display traffic can be about 30% higher than on Facebook or Google Ads, the upside is that “adult traffic often delivers higher-quality players — more repeat deposits, stronger retention, and better engagement.”
These higher-value users make the difference: even a $100 CAC can yield a 3:1 LTV:CAC ratio when the player’s lifetime value exceeds $300.
Conclusion: Embracing New Channels for Sustainable Growth
Google’s policy change may have closed one door — but sweepstakes casino operators and iGaming advertisers are finding others wide open. By embracing alternative traffic sources like TrafficStars, they can continue reaching their target audience effectively and at scale.
These platforms are purpose-built for iGaming, betting, and gambling ads, offering the right mix of audience, ad formats, and flexibility to comply with regulations while still driving results. TrafficStars, in particular, has proven to be a reliable partner with a global reach, gambling-friendly policies, and robust targeting tools.
Going forward, we expect to see more diversified Google Ads iGaming strategies that rely less on restrictive giants and more on performance-driven DSPs like TrafficStars. The Google ads ban is not the end — it’s a turning point toward smarter, more adaptable marketing.
For advertisers in the space, the key takeaway is simple: adapt quickly and test aggressively. Those who allocate budgets to TrafficStars and similar networks, optimize their creatives for these formats, and fine-tune campaigns based on data will maintain strong growth even amid changing policies.
In the end, quality traffic is where you find it — and right now, TrafficStars is where a lot of the action is for sweepstakes casinos and betting advertisers.
