Gaming1 says TrafficGuard cuts wasted Google Ads spend, lifts conversions

Gaming1 has implemented TrafficGuard’s Search solution on Circus-Casino.be to reduce invalid traffic and non-incremental paid search clicks, the companies said on 1 September in Liège, Belgium. Gaming1 reported that removing invalid traffic in the first reporting period “unlocked” more than 11.3% of its annual marketing budget and increased sales conversions by 11.5%.

According to TrafficGuard, the analysis found that 97% of Gaming1’s brand clicks came from existing customers logging in rather than new first-time depositors (FTDs). TrafficGuard said its system applied click-frequency controls at the individual click level to limit repeat paid clicks on brand terms, aiming to prevent returning users from repeatedly triggering paid ad costs.

“In high-CPC verticals like sports betting, returning users tend to drive repeat clicks on branded terms to log in, while bots and other invalid traffic concentrate on higher-CPC generic terms. Even small volumes of either can significantly distort acquisition costs and optimisation signals at scale,” said Mathew Ratty, CEO at TrafficGuard. “By deploying TrafficGuard’s Search solution, Gaming1 are proactively validating organic returning users in real time and preventing non-incremental engagement from absorbing acquisition budget. Gaming1 could then ensure spend was directed toward genuine new player acquisition.”

Gaming1 said the setup improved the accuracy of customer acquisition cost (CAC) and return on ad spend (ROAS) reporting, while TrafficGuard said it quantified “paid clicks saved” and helped redirect protected budget toward new depositing players to improve traffic quality into conversion funnels and Smart Bidding models. The companies said the implementation considered Google’s advertising policies and Gaming1’s regulatory obligations in Belgium.

"Paid search is one of our most commercially sensitive channels, and we needed more efficient audience acquisition. TrafficGuard gave us that clarity,” said Simon Wood, Head of Performance Marketing at Gaming1. “Unlocking over 11% of our annual budget and seeing an immediate uplift in conversions confirmed the optimisation opportunity identified through our initial analysis — a significant share of our brand spend simply wasn't driving incremental growth. It's now one of the most impactful optimisation levers we've deployed."

Read the full article at eegaming.

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