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 optimised 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

Generate hundreds of high-quality bingo and casino players through search PPC.
Optimise campaigns for conversion and lifetime value (LTV).
Implement precise tracking and attribution to affiliate IDs.
Maintain full compliance with Google Ads and gambling regulations.
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 licence, 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.