April 2025 marked the FL team's return to gambling — but with a twist. They tested an unconventional combo: Google Ads + PWA. Unlike the well-trodden paths of FB or TikTok, this space has near-zero competition. Time to see if it actually works.
While PWAs are generally compatible with Google Ads, PWA.Market has become the first platform to truly enhance this integration. Now, it’s not just basic install data being shared — full conversion metrics (including all key events) are seamlessly transferred to Google Ads, significantly improving campaign optimization.
This case study isn’t about million-dollar volumes or sky-high ROI. It’s about testing — meticulous, calculated, and methodical. Together with the team, we aimed to answer one question: Can Google Ads traffic be scaled sustainably to PWAs?
Affiliate Program & Offers
The team didn’t hesitate long when choosing an affiliate program — they had previously worked with Huffson, which had already proven itself as one of the most professional gambling networks in the market. Transparent terms, reliable support, and the ability to negotiate competitive rates played a decisive role.
Ultimately, they settled on two public offers:
Ultimately, they settled on two public offers:
- Maggico (Chile) — $40 per deposit
- NV Casino (Latvia) — $160 per deposit
Launch: Traffic Sources, Bids & Funnel Structure
The Demand Gen format was selected in Google Ads. Campaigns were optimized for conversions with a phased approach:
Bidding: CPC model with automated bidding (Maximize Conversions).
Targeting: Men & women 25+, GEO — Latvia & Chile.
Budget: $100–200 per campaign, with scaling upon positive results.
- Launch: "s_contact" event (install)
- After 30+ conversions: Switched to "s_sign_up" (registration)
- Final step: "s_purchase" (deposit)
Bidding: CPC model with automated bidding (Maximize Conversions).
Targeting: Men & women 25+, GEO — Latvia & Chile.
Budget: $100–200 per campaign, with scaling upon positive results.
PWA: Design, Parameters, Whitepaper, Push Notifications
PWA Applications from PWA.Market were used. The launch was performed with standard settings and design. Only the logo and images were customized to match popular games in the target countries.
Key Settings:
Key Settings:
- Category: Games
- Age Restriction: 18+
- Size: 7.2 MB
- Version: 11.0
- Last Update: February 13, 2025
- Installations: 3,000,000+
- Rating: 4.7
- Launch Button: "Open"
- Localization: Descriptions & updates fully translated
- Reviews: Up to 12 localized comments
PWA Content:
Description:
"Welcome to Maggico Online Casino!"
Updates:
"Welcome to Maggico Online Casino!"
- Welcome Bonus: $5,000,000 + 250 Free Spins
- 150% bonus on every 3rd deposit
- Fast payouts, slots, and promotions — all in one place
Updates:
- NEW SLOTS JUST DROPPED
- Holiday Events + bug fixes
Push Notifications:
- Fully localized (all funnel stages: install, registration, no-deposit reminders, reactivation)
- Smart triggers: Scheduled (morning/evening), User inactivity alerts, Timezone-optimized delivery
Pre-landing page:
White Page
Free whitelists generated in PWA.Market were used.
Creatives & Moderation
NV Casino (Latvia):
We experimented with various video creatives and their variations, but faced moderation challenges. Ultimately, we settled on 2 neutral static creatives.
We experimented with various video creatives and their variations, but faced moderation challenges. Ultimately, we settled on 2 neutral static creatives.
Maggico (Chile):
In Chile, the team successfully developed 7 video creatives that struck the perfect balance:
These high-performing assets are still driving profit, so we can't disclose them yet (NDA-protected).
In Chile, the team successfully developed 7 video creatives that struck the perfect balance:
- Straightforward & transparent for users
- Moderation-friendly (90% approval rate)
These high-performing assets are still driving profit, so we can't disclose them yet (NDA-protected).
Optimization & Approach
During testing, FL team identified several behavioral factors directly impacting deposit conversion rates. Age and gender showed clear correlations with performance—specific demographic segments exhibited significantly higher engagement. Additionally, user behavior varied dramatically by geography, particularly in Chile, where conversion rates fluctuated heavily based on time of day.
Rather than relying solely on Google’s algorithms, the team manually incorporated these patterns into campaign setups from the start. They also pre-loaded relevant audience segments at launch, enabling precise data collection for granular optimization.
Rather than relying solely on Google’s algorithms, the team manually incorporated these patterns into campaign setups from the start. They also pre-loaded relevant audience segments at launch, enabling precise data collection for granular optimization.
Accounts & Bans
The team deployed 15 accounts for NV Casino and 13 accounts for Maggico (commission-based). They rented high-limit RDP accounts from Trust RDP with established trust scores.
As these were FL's first DemandGen experiments, they lost a significant number of accounts while testing different setups. The initial ban rate peaked at 69-87% but was later reduced through optimization.
As these were FL's first DemandGen experiments, they lost a significant number of accounts while testing different setups. The initial ban rate peaked at 69-87% but was later reduced through optimization.
Offer Performance Results
Maggico (Chile)
Spent: $27,116.31
Revenue: $31,280
ROI: 15.35%
Clicks: 43,033
Installs: 9,982 ($2.72 per install)
Registrations: 5,336 ($5.08 per sign-up)
Deposits: 782 ($34.68 per deposit)
Conversion Rates
Install-to-Reg: 23.2%
Click-to-Reg: 12.4%
Reg-to-Deposit: 14.66%
Spent: $27,116.31
Revenue: $31,280
ROI: 15.35%
Clicks: 43,033
Installs: 9,982 ($2.72 per install)
Registrations: 5,336 ($5.08 per sign-up)
Deposits: 782 ($34.68 per deposit)
Conversion Rates
Install-to-Reg: 23.2%
Click-to-Reg: 12.4%
Reg-to-Deposit: 14.66%
NV Casino (Latvia)
Spent: $25,612.42
Revenue: $28,000
ROI: 9.32%
Clicks: 6,230
Installs: 1,424 ($17.99 per install)
Registrations: 534 ($47.96 per registration)
Deposits: 175 ($146.36 per deposit)
Install-to-Reg: 22.86%
Click-to-Reg: 8.57%
Reg-to-Deposit: 32.77%
Spent: $25,612.42
Revenue: $28,000
ROI: 9.32%
Clicks: 6,230
Installs: 1,424 ($17.99 per install)
Registrations: 534 ($47.96 per registration)
Deposits: 175 ($146.36 per deposit)
Install-to-Reg: 22.86%
Click-to-Reg: 8.57%
Reg-to-Deposit: 32.77%
Conclusions and Plans
The test conducted by team FL in April confirmed the viability of the new Google Ads + PWA combination, which remains a largely untapped niche. We verified that this approach bypasses typical moderation restrictions common to traditional traffic sources while maintaining stable conversion rates at relatively low install and deposit costs.
Even in this limited test, the team achieved profitability, demonstrating significant scaling potential. Crucially, manual optimization played a key role: audience targeting, real-time funnel adjustments, and analyzing user behavior across time zones.
Note that the goal wasn’t record-breaking volumes at this stage. The objective was to validate the hypothesis and gather sufficient data for future decisions — which succeeded. Now, FL is preparing to expand to new GEOs, enhancing creatives and developing a scaling strategy based on proven results.
Even in this limited test, the team achieved profitability, demonstrating significant scaling potential. Crucially, manual optimization played a key role: audience targeting, real-time funnel adjustments, and analyzing user behavior across time zones.
Note that the goal wasn’t record-breaking volumes at this stage. The objective was to validate the hypothesis and gather sufficient data for future decisions — which succeeded. Now, FL is preparing to expand to new GEOs, enhancing creatives and developing a scaling strategy based on proven results.