Digital Marketing Agency Finsbury Media

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PokerStars Case Study

A Clear Vision for Digital Growth

Overview

PokerStars UK is one of the most recognised online poker and gaming platforms in the UK, offering a full range of poker games, tournaments, and promotional deposit incentives. The platform caters to new and experienced players alike, driving first-time deposits through targeted digital channels including PPC. Despite strong brand awareness, PokerStars needed a highly efficient paid search strategy that consistently drove high-value new customer deposits rather than just clicks.

The Challenge

Before optimisation, PokerStars faced several PPC challenges:

  • High Google Ads spend without predictable new customer deposit outcomes
  • Difficulty attributing deposit value back to specific campaigns
  • Broad traffic generating low conversion rates on signup/deposit flows
  • Competitive market for online gambling keywords with rising CPCs
  • Fragmented campaign strategy that didn’t prioritise monetary deposit value

The result was a lack of clarity on actual revenue performance from Google Ads — even though first-deposit bonuses and promotions were strong incentives.

PokerStars needed a data-driven PPC strategy focused on deposit value and measurable ROI, not just traffic or impressions.

The Solution

Finsbury Media implemented a performance-focused Google Ads strategy that prioritised deposit value and high-intent player acquisition.

  • Full Google Ads
    Restructure

    Campaigns were rebuilt to target high-value search queries around poker and gaming, including “online poker deposit”, “PokerStars welcome bonus”, and related conversion-driven terms.

  • Conversion Value
    Optimisation

    Bid strategies were aligned to not only drive clicks but to maximise predicted deposit value and first-time depositor quality, using advanced bidding signals.

  • Deep Funnel
    Tracking

    Multi-touch conversion tracking was implemented so every first deposit could be attributed back to the exact campaign, ad group, and keyword that generated it.

  • High-Intent
    Keyword Expansion

    Expansive keyword targeting focused on terms with clear deposit intent (e.g., “PokerStars bonus UK”, “best poker deposit offer UK”), improving conversion efficiency.

  • Landing Page
    Optimisation Alignment

    Paired with ad groups, landing pages were dynamically refined to match search intent — from welcome bonus offers to deposit incentive messaging — improving conversion rate.

  • Continuous Measurement
    & Optimisation

    Campaign performance was analysed daily, with bids, targeting, and creatives refined to increase deposit volume and lower cost per deposit (CPD).

The Result

The optimised Google Ads strategy delivered massive, measurable results for PokerStars UK:
  • £100,000+ in new customer deposit value generated per month via Google Ads

  • Significantly improved deposit conversion rates

  • Lowered cost per new depositor

  • Transparent revenue attribution from paid search

  • Increased predictive performance for ongoing campaign scaling

Paid search is now a core revenue driver — reliably generating high-value deposits and measurable return on ad spend.

Testimonial

Finsbury Media transformed our Google Ads performance. We shifted from high spend with unclear outcomes to a structure that consistently produces over £100,000 in new customer deposits each month — with clear visibility on which campaigns are delivering revenue.

Conclusion

In a highly competitive online gambling market, generic PPC isn’t enough.

Finsbury Media turned PokerStars UK’s Google Ads into a predictable, deposit-focused revenue engine.

By restructuring campaigns, prioritising high-intent deposit terms, implementing deep conversion tracking, and optimising continuously, the ads now deliver measurable financial impact.

Paid search is no longer a cost centre — it’s a strategic acquisition machine driving real business value through new customer deposits.

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