From Certification to Optimisation: Running High-Performing Crypto Ads on Google

Cryptocurrency is classified as a restricted financial product in Google’s advertising policies, much like other complex and speculative financial products. This means running ads for a crypto exchange isn’t as simple as launching a campaign, certain certifications and compliance measures must be met before Google allows your ads to go live.

For crypto exchanges looking to leverage Google Ads, understanding the requirements, approval process, and optimisation strategies is crucial for a successful acquisition campaign. At Quokka Media, we’ve helped crypto brands navigate these hurdles and run high-performing ad campaigns while staying compliant. Here’s what you need to know.

Google’s Certification Process for Crypto Exchanges

To run ads as a cryptocurrency exchange, there are 2 primary requirements, although these may vary depending on the target market:

1. Google Ads Certification

Before launching any crypto-related ads, you must obtain Google Ads certification. This acts as Google’s official approval to advertise financial products that fall under its restricted category. Without this certification, your ads will be disapproved automatically, even if you meet all other requirements.

How to Get Certified:

• Submit an application via Google’s Financial Products and Services certification form.

• Provide all necessary documentation proving your business legitimacy and compliance.

• Wait for approval, which can take at least a month due to paperwork and review time.

2. Licensing in Your Target Market

Beyond Google’s certification, you must also be a licensed exchange in the markets you are advertising in. Each country has different regulatory bodies that oversee cryptocurrency exchanges:

• Hong Kong – Securities and Futures Commission (SFC)

• Thailand – Securities and Exchange Commission (SEC)

• United States – Financial Crimes Enforcement Network (FinCEN)

• United Kingdom – Financial Conduct Authority (FCA)

Why Is This Important?

Google only allows ads from regulated and compliant exchanges. Even if you’re certified under Google Ads, failing to meet local licensing requirements can lead to account suspension and ad disapproval.

Obtaining these licenses can be challenging, requiring detailed paperwork and strict compliance with local regulations. Many exchanges work closely with Google representatives to ensure their keywords, ads, and assets meet the necessary compliance standards.

If this sounds overwhelming, don’t worry! We’ve been there. We’ve helped exchanges navigate these complexities and get their ads live without unnecessary delays.

Best Practices for Running a Successful Crypto Ad Campaign

Once you’re fully approved, launching a Google Ads campaign requires careful tracking, optimisation, and competitor analysis. Here’s how to ensure success:

1. Track and Measure Performance

Before launching, set up conversion tracking to measure key metrics. This is to ensure that you are able to measure where your conversions are coming from and compare it against your ad spend in order to optimise accordingly.

• Account sign-ups

• First-time deposits

• Completed trades

This data will help refine your targeting and bidding strategies for maximum return on ad spend (ROAS). Without accurate tracking, you won’t have visibility into what’s working and what needs adjustment. Google’s conversion tracking and analytics tools, such as Google Tag Manager and Google Analytics 4, can help ensure you’re collecting the right data.

2. Optimise CPA & Bidding Strategy

Managing your cost per acquisition (CPA) is essential. Use Google’s automated bidding strategies, such as Target CPA or Maximise Conversions, and consistently negate irrelevant search terms that don’t bring value.

• Start with broad match and refine over time based on performance.

• Use negative keywords to filter out unqualified traffic.

• Experiment with automated bidding while keeping a close eye on costs.

Over time, this will help optimise your spending and ensure you’re attracting high-intent users.

3. Monitor Competitor Activity & Auction Insights

Keep an eye on auction insights, particularly for branded keywords. If competitors appear frequently in your search space, consider bidding on their keywords to capture impression share and stay competitive.

• Use Google’s Auction Insights Report to analyse which competitors are bidding against your ads.

• Adjust your bidding strategy to maintain visibility over competitors.

• Test competitor conquesting campaigns to attract users searching for alternative platforms.

Understanding how you perform against the competition ensures your ads remain relevant and effective.

4. Manage Your Affiliates & Partners

If your CPA or ROAS from Google Ads outperforms affiliate-driven campaigns, it may be time to restrict paid search for affiliates and partners. This is especially true for your branded keywords (i.e. the name of your brand and/or firm). By managing affiliates effectively, you protect your brand’s search space and ensure that your marketing budget is spent efficiently.

• Communicate clear rules prohibiting them from bidding on your brand.

• Monitor compliance and enforce penalties (e.g., withholding commissions) for violations.

• Use Google’s IP exclusion feature to prevent affiliates from running conflicting ads.

Final Thoughts

Running Google Ads for cryptocurrency exchanges isn’t just about launching a campaign, it’s about navigating a highly regulated landscape with precision and strategy. While getting certified and meeting local licensing requirements can take time, the effort pays off. Once approved, you can scale your acquisition campaigns with confidence and focus on optimising performance.

Beyond paid media, community engagement plays a vital role in customer retention. A well-rounded marketing strategy includes Telegram discussions, X (Twitter) content, activations, newsletters, educational materials and more. We’ve covered them with a little bit more depth in one of our blog posts here.

At Quokka Media, we specialise in navigating the complexities of crypto advertising. Whether you need help securing Google certification, crafting high-performing ad strategies, or staying compliant across markets, our team is here to guide you every step of the way.

Ready to take your crypto marketing to the next level?

Let’s connect and get your ads live. Reach out to us today at contact@quokkamedia.io