Setting up a Google Ads campaign for a gaming company—whether it’s real money gaming, casual, or esports—requires a tailored approach focused on user acquisition, retention, and compliance with Google’s policies.
Here’s a step-by-step guide to set up a high-performing Google campaign for a gaming business:
🎯 1. Define Your Campaign Goal
Choose based on business objectives:
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App Installs (UAC)
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Website Conversions
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Lead Gen (pre-registration, contact forms)
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In-App Purchases (for monetized gaming apps)
Tip: Use Performance Max (AI-driven) or UAC (Universal App Campaigns) for mobile apps.
🧠 2. Campaign Types to Use
| Campaign Type | Best For |
|---|---|
| UAC (App Campaigns) | Mobile game installs (Android/iOS) |
| Search Campaign | Brand keywords, intent-driven users |
| Performance Max | Smart scaling across all Google inventory |
| Display Campaign | Retargeting or awareness |
| YouTube | Game trailers, influencer campaigns |
🧩 3. Structure Smart Targeting
➤ For Search Ads
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Use keywords like:
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“Best online rummy game”
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“Real money gaming app India”
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“Free multiplayer games”
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Use SKAGs (single keyword ad groups) for top-performing terms.
➤ For UAC
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Target:
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High-intent users (based on similar audience)
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Event-based optimization (like install → registration → deposit)
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🎨 4. Creatives and Assets
For UAC and Performance Max:
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Upload multiple ad copies, images, and videos.
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Showcase:
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Gameplay clips
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Rewards / cash benefits (if allowed)
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Testimonials or user reviews
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Use Google-recommended sizes/formats (1:1, 4:5, landscape)
📊 5. Conversion Tracking Setup
Implement Firebase or Google Tag Manager:
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Key events: Install, Registration, First Deposit, In-App Purchase
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Set up value-based tracking if possible (to feed ROAS into bidding)
💰 6. Smart Bidding Strategy
| Stage | Strategy |
|---|---|
| Initial (testing) | Maximize Installs / Conversions |
| Mid-phase | tCPA or tROAS |
| Scale | ROAS-driven bidding (for monetized games) |
🔄 7. Retargeting Strategy
Use Display and YouTube to:
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Retarget non-depositors who installed but didn’t convert
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Re-engage inactive users
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Offer bonus campaigns or new features
✅ 8. Comply with Google’s Gaming Policies
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If it’s real-money gaming (e.g., rummy, poker), get Google certification for real-money games in eligible countries (like India for rummy).
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Ensure creative & landing page disclaimers are in place.
📌 Bonus Tips:
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Use negative keywords to avoid irrelevant traffic
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A/B test landing pages for better CVR
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Run state-wise campaigns if your game is geo-restricted
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Sync with tools like Branch, Appsflyer, or Adjust for attribution