Case Study: BGO Buddies — Driving Player Acquisition at Scale Through High-Performance PPC

Client: BGO Buddies — Bingo & Casino Affiliate Network
Services: PPC Advertising · Player Acquisition · Conversion Optimisation · Landing Page Development
Website: www.bgo.com (BGO Buddies affiliate network)
Location: United Kingdom

Client Overview

BGO Buddies is the affiliate and marketing division of the well-known BGO Entertainment Group — operators of several UK-licensed casino and bingo brands. The team partnered with Milton Keynes Marketing to boost player acquisition through paid search, while ensuring compliance, profitability, and scalability across multiple iGaming verticals.

With precision-targeted PPC campaigns and optimized landing pages, we delivered hundreds of new depositing players (FTDs) from both Google and Microsoft Ads, at consistently strong ROI levels.

The Challenge

  • High competition in UK bingo and casino search markets driving up CPCs.
  • Need for compliant, high-converting PPC campaigns under UKGC and ASA guidelines.
  • Limited tracking visibility between affiliates and operator-level data.
  • Requirement to maintain a steady flow of verified FTDs at sustainable CPA targets.

Objectives

  1. Generate hundreds of high-quality bingo and casino players through search PPC.
  2. Optimise campaigns for conversion and lifetime value (LTV).
  3. Implement precise tracking and attribution to affiliate IDs.
  4. Maintain full compliance with Google Ads and gambling regulations.
  5. Deliver measurable ROI through cost-efficient bidding and keyword management.

Strategy & Approach

1️⃣ PPC Campaign Architecture

  • Built search-focused campaigns across Google Ads and Microsoft Ads.
  • Grouped campaigns by intent: “best bingo sites”, “casino welcome bonus”, “play slots online”.
  • Applied negative keyword filters to eliminate low-value or non-converting traffic.
  • Implemented automated bidding strategies (Target CPA & ROAS) based on live data.

2️⃣ Ad Copy & Creative Optimisation

  • Wrote high-performing ad copy tailored to player motivations (bonuses, free spins, safe play).
  • Ran continuous A/B testing on headlines, CTAs, and sitelink extensions.
  • Integrated ad extensions (reviews, offers, quick sign-up links) for higher CTR.

3️⃣ Landing Page Conversion Optimisation

  • Designed bespoke PPC landing pages aligned with ad groups.
  • Added trust signals (UKGC license, SSL, verified offers).
  • Simplified user flow from click → registration → deposit.
  • Result: improved conversion rates and higher-quality traffic to BGO’s operators.

4️⃣ Tracking & Analytics

  • Installed cross-platform tracking for clicks, conversions, and FTD attribution.
  • Connected Google Analytics and affiliate reporting for unified data visibility.
  • Optimised bidding and ad spend in real time using CPA performance insights.

5️⃣ Compliance & Quality Assurance

  • All campaigns reviewed for Google Ads gambling compliance.
  • Clear disclaimers and responsible gambling messages on all creatives.
  • Ongoing collaboration with BGO’s internal compliance and affiliate teams.

Results

  • Hundreds of new depositing players (FTDs) delivered through PPC.
  • Reduced cost-per-acquisition (CPA) through ongoing optimisation.
  • High CTR and conversion rates from targeted ad groups and tailored landers.
  • Sustained ROI-positive growth month-on-month.
  • Strengthened BGO Buddies’ player funnel and affiliate value proposition.

Tech Stack & Tools

  • Google Ads · Microsoft Ads · Google Analytics 4 · Tag Manager
  • Hotjar · A/B Testing Platforms · Affiliate Tracking Integrations
  • SEMrush · Screaming Frog for on-site alignment

What We Delivered

  • End-to-end search PPC strategy for casino and bingo acquisition.
  • Continuous campaign optimisation for CPA and ROI efficiency.
  • Bespoke landing pages improving conversion rates.
  • Detailed data and attribution setup for transparent performance tracking.

Want Results Like This?

If you’re a casino or bingo brand looking to scale player acquisition through PPC, book a free consultation or learn more about our PPC Advertising and Casino Marketing services with Milton Keynes Marketing.

Frequently Asked Questions

Can you manage PPC for regulated sectors like gambling or finance?

We have experience managing paid search and affiliate acquisition for regulated gambling clients and follow UK advertising and compliance best practices from our base in Milton Keynes.

Is your agency suitable for a small local business in Milton Keynes or do you only work with national brands?

We work with local, regional and national UK clients and tailor campaign scale and reporting to the size and goals of each business.

How can I tell if my business is a good fit for player acquisition and conversion optimisation services?

If your goals involve measurable user acquisition, lifecycle monetisation or improving landing page conversion, our services are appropriate regardless of industry or company size.

How long does it take to set up a PPC campaign and start driving traffic?

Typical setup, including keyword strategy, creative and landing page adjustments, takes two to four weeks, with traffic often visible as soon as campaigns go live.

When should I expect to see meaningful results from conversion optimisation work?

Meaningful uplift from conversion optimisation is usually measurable within 6–12 weeks after implementing A/B tests and landing page changes.

How often will you report performance and communicate with our team?

We provide weekly performance summaries and hold a scheduled strategic review every two to four weeks, with ad-hoc updates available as required.

What budget should I set aside for PPC and player acquisition to achieve scalable results?

While needs vary, many UK clients allocate a minimum monthly ad spend of £5,000–£20,000 plus an agency management fee to achieve scalable acquisition.

How do you charge for your services—retainer, performance fee, or percentage of ad spend?

We offer flexible commercial models including monthly retainers, management fees based on ad spend, and bespoke performance-linked options depending on campaign scope.

Can you share examples or performance metrics from similar campaigns?

We provide anonymised case study summaries and performance metrics during the proposal stage and can discuss specific results achieved for similar UK clients.

Are you familiar with UK advertising rules and data protection requirements like GDPR?

We operate in compliance with UK advertising standards and GDPR and incorporate privacy-first tracking and consent mechanisms into campaigns.