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We’ve previously covered how the PPC landscape has shifted dramatically over the past year—from boom to bust, particularly for affiliates relying on so-called “black hat” strategies in Google. Running PPC campaigns has become increasingly complex, and more importantly, significantly more expensive.
The consequences extend far beyond the affiliates who once dominated this space. Operators are now facing higher acquisition costs, as increased affiliate spend inevitably drives up prices across the board. When affiliates pay more, those costs are passed on—impacting the entire ecosystem. For instance, successful SEO affiliates are currently seeing record-high payouts, largely as a ripple effect of these rising costs.
PPC affiliates, however, are nothing if not adaptable. While many have not abandoned Google entirely, there is a clear shift toward alternative platforms. Facebook, in particular, is emerging as a key battleground—and early signs suggest it may be more effective than what we’ve seen in quite some time.
What’s especially interesting is that many affiliates appear to have brought the same “playbook” from Google PPC into the Meta ecosystem.
The Methods: How Affiliates Are Capturing Players on Facebook
There is a wide range of tactics currently being used to acquire players via Facebook Ads. While it’s impossible to capture the full picture, here are some of the most notable methods we’ve observed at iGamingToday.com:
“Google App Store” Clones
This is one of the most prevalent tactics right now, appearing in multiple variations.
Typically, these campaigns are highly localized. They may feature videos of popular slot games in a specific country—or even AI-generated clips of classic slot machines that evoke nostalgia. To build trust, they often use familiar-sounding names. We’ve seen examples referencing brands like Norsk Tipping (Norway’s state operator), Svenska Spel (Sweden), and other localized entities depending on the target market.
The ad itself is designed to look like an app promotion. Once clicked, users are taken to a landing page that closely mimics the Google Play Store. Unless you actively check the URL, it’s easy to believe you’re on a legitimate platform. From there, users are redirected to an operator or a comparison site.
For anyone familiar with the golden era of black hat PPC, the pattern will feel very familiar.
Streamers Winning Big — or Suddenly Speaking Your Language
Casino streamers have become a core part of the iGaming ecosystem—but on Facebook, many are being misused in ads.
A common tactic is to feature a clip or still image of a streamer hitting a big win, paired with a call-to-action to register. In some cases, this is combined with the “app store” approach mentioned above.
We’ve also seen a more advanced evolution of this tactic: AI-generated videos of influencers speaking in different languages—Norwegian, Spanish, Italian, and more. While the production quality is often questionable, the message is clear: a recommendation for a specific casino, followed by a direct link.
“Courses” in Betting or Slot Strategies
For industry insiders, this might sound far-fetched—but in our research, we’ve encountered surprisingly polished ads promoting what appear to be educational products.
These ads often resemble podcast-style conversations—two people discussing success stories, such as turning €100 into $6,000. The landing page is presented as a free course or training program.
However, once users register and submit their details, they are redirected to a casino or sportsbook to make their first deposit.
Influencer Misuse
This is not a new phenomenon. We’ve previously reported on how figures like MrBeast have been exploited—so extensively that it even created search trends like “MrBeast Casino.”
This tactic exists on both a global and hyper-local level. Sometimes, it’s as simple as using a celebrity’s image to imply endorsement. The destination varies: in some cases, it leads to legitimate casinos; in others, to outright scam sites posing as gambling platforms.
Advertising Free-to-Play Games
This is one area where we see more legitimate operators gaining traction on Facebook.
Brands promote free-to-play or demo versions of their games—effectively positioning them as “social casinos.” From there, they build funnels that guide users toward real-money platforms.
While the exact mechanics are not always clear, it’s evident that many major brands are leveraging this approach successfully.
What Is Meta Doing About It?
Meta’s advertising policies for gambling are clear: any advertiser promoting real-money gambling must obtain prior authorization. This includes providing documentation proving they are licensed to operate in the markets they target. Approval must be requested through Meta Business Suite, and the requirements are extensive.
However, advertising free-to-play games is far less restrictive—and not illegal. This is hardly surprising, given that Facebook was once the birthplace of what we now call “social casinos.” As a result, distinguishing between legitimate social gaming and indirect gambling funnels remains a challenge for the platform.
Much like in the Google PPC era, the “social” angle appears to be widely exploited.
To counter this, Meta has invested heavily in automated detection systems, manual review processes, and user reporting mechanisms. Ads are screened both before they go live and after publication, and accounts that violate policies are regularly suspended or removed.
When it comes to scams and borderline fraudulent activity, however, many actors rely on so-called “burner accounts.” These operators run dozens—sometimes hundreds—of accounts simultaneously. While most are caught by Meta’s systems, a small percentage inevitably slips through. And at scale, that’s all it takes.
For Meta, gambling is just one of many vectors through which users can be exploited—alongside financial scams, phishing, and counterfeit goods—making it extremely difficult to eliminate the problem entirely.
Again, this will feel very familiar to anyone who followed PPC during its peak years.
Mounting Pressure on Meta
A Reuters article published in 2024 suggested that as much as 10% of Meta’s revenue may come from scams and banned goods.
In 2026, the Consumer Federation of America (CFA) filed a lawsuit alleging that Meta is not doing enough to protect users from scams—including gambling-related fraud.
In response, a Meta spokesperson told CBS News:
“CFA’s allegations misrepresent the reality of our work. We aggressively combat scams on our platforms. Last year alone, we removed over 159 million scam ads—92% before they were even reported—and took down 10.9 million accounts linked to criminal scam centers.”
Meta also stated that it continues to invest heavily in new technologies to combat financial and investment-related fraud.
A Familiar Cycle, Repeating Itself
What we’re seeing now on Facebook feels strikingly similar to the early days of black hat PPC on Google: rapid innovation, aggressive tactics, and a constant game of cat-and-mouse with platform enforcement.
The key difference? This time, the battlefield is social.
And for PPC affiliates, the game is far from over.
