NetBet iGaming Dublin, Ireland

Industry: Online Gaming / iGaming
Location: Dublin, Ireland
Campaign: Google Search
Objective: Increase player registrations while maintaining efficient acquisition costs.
Website: https://www.sport.netbet.ie/

CONTEXT

NetBet wanted to increase visibility across relevant search queries and generate a consistent volume of new player registrations. During this 44-day campaign, the primary focus was on attracting relevant search traffic and measuring how effectively that traffic translated into completed registrations. The goal was to increase registration volume while keeping the cost of acquiring traffic under control.

CHALLENGE

The main challenge was balancing traffic volume with registration performance in a competitive iGaming market. Generating clicks alone would not be enough; the campaign needed to reach relevant users and turn a portion of that traffic into completed registrations. Click-through rate, average CPC, and total registrations were key metrics for evaluating campaign delivery and acquisition performance.

APPROACH

We developed a structured Google Search campaign with tightly themed ad groups and relevant keyword segmentation to improve ad relevance and traffic quality. This helped keep the campaign organized around relevant search intent and made performance easier to review at the ad-group level.

Ongoing optimization included search-term analysis, negative keyword refinement, ad improvements, bidding adjustments, and conversion-focused targeting. These activities helped monitor traffic quality, reduce irrelevant clicks, and assess how effectively the campaign was generating registrations. Rather than focusing on clicks alone, the management approach prioritized registration volume alongside the efficiency of campaign delivery.

RESULTS

Over 44 days, the campaign generated 8.94K clicks and 595 player registrations, with a 2.73% click-through rate and an average CPC of just $0.20.

KEY TAKEAWAY

The campaign generated 595 player registrations over 44 days while maintaining an average CPC of $0.20. The key focus was on managing traffic quality, improving ad relevance, and evaluating completed registrations not simply increasing clicks or impressions. Tracking these metrics together provides a clearer picture of campaign performance against the original acquisition objective.