63
First-time customers
466
Registrations
~1.67×
Attributed revenue ROAS
€15K
Advertising spend
63 first-time customers acquired through Google Ads in one month.
An iGaming operator was generating registrations, but registration volume alone did not show whether its advertising was producing commercially valuable users.
The acquisition strategy needed to optimise beyond the initial sign-up and focus on users who went on to complete their first transaction.
The most important improvement wasn’t generating more registrations. It was measuring what happened after registration.
The challenge
Low-cost registrations can make a campaign appear successful while hiding weak customer quality.
The company needed to understand which campaigns, keywords and acquisition routes were generating first-time depositors—not merely account registrations.
That required connecting advertising data with downstream customer activity.
What we changed
We moved the definition of success further down the funnel.
The work included:
- Segmenting campaigns by search intent
- Building acquisition-focused Google Ads campaigns
- Improving registration and customer-event tracking
- Comparing Google Ads conversions with backend customer data
- Identifying the campaigns producing first-time depositors
- Reducing spend on traffic that registered but did not transact
- Moving budget toward commercially valuable acquisition routes
The results
Google Ads produced:
- 466 registrations
- 63 first-time customers attributed through Google Ads in one month
Across the wider reported campaign period:
- €15,000 in advertising spend
- Approximately €25,000 in attributed revenue
- Approximately 1.67× revenue ROAS
Why it worked
Once campaigns were evaluated against first-time customer acquisition and attributed revenue, optimisation decisions became more commercially meaningful.
Budget could be directed toward the traffic that produced real customer activity instead of being guided by surface-level conversion volume.