Common pitfalls like destination mismatches or incorrect targeting can be addressed through audits and settings adjustments, while alternatives to Google offer flexible targeting and lower risks for broader crypto promotions.
The world of digital advertising for cryptocurrencies has changed significantly, and Google has become a key platform for ads that comply with the rules. Google has allowed ads for regulated cryptocurrency companies since it partially lifted its prohibition in 2021.
This is because the company wants to protect consumers and comply with the rules. This development is a sign of a more mature sector, where advertising must comply with strict certification and regulatory requirements to promote products such as wallets and exchanges.
Research into Google’s infrastructure shows that it focuses on validating validity through licensing. This reduces the risks associated with scams that were common in past crypto periods. As more people use cryptocurrencies, advertisers that want to take advantage of Google’s huge reach without getting suspended or having their ads rejected need to know these compliance guidelines.
The focus on compliance stems from past fraud concerns, which is why Google has rules that prioritize transparency and legality. Because of the rules that limit creative freedom, Google Ads are more of a compliance milestone than a main source of income for many cryptocurrency exchanges and wallets.
Following these standards will help advertisers develop confidence and reach more people in approved markets. This aligns with global regulatory trends seeking to make digital assets part of mainstream finance.
Changes to Google’s Crypto Ad Policies
Google’s strategy for advertising cryptocurrencies has changed over time due to industry developments and new laws.
The business banned all crypto-related advertising worldwide in March 2018 due to the rise of fake Initial Coin Offerings (ICOs) and the risks they pose to customers. This ban covered exchanges, wallets, and even general cryptocurrency advice. It showed that the government remained cautious throughout the ICO boom.
Google said in June 2021 that it would partially reverse its decision, starting in August 2021, and allow adverts for regulated cryptocurrency exchanges and software wallets. This reform required marketers to demonstrate registration with the relevant financial authorities in the areas they were targeting. This was a step toward making the industry more legitimate.
In January 2024, additional changes were made to allow U.S.-based ads for Cryptocurrency Coin Trusts, including those that hold digital currencies.
This happened after U.S. regulators approved Bitcoin Exchange-Traded Funds (ETFs). These changes show that Google is following the rules as they evolve, ensuring that only verified businesses can advertise. This makes the market safer and gives investors more trust.
This policy change shows a move away from broad prohibitions and toward more specific allowances, with the following local laws being the most important thing. Advertisers need to keep up with these changes since they affect how campaigns may be run and who can run them.
Permitted and Prohibited Crypto Products in Ads
Google’s rules make it clear which bitcoin ads are okay and which aren’t, to protect users. Cryptocurrency exchanges like Coinbase, Kraken, and Binance are allowed to operate in certain categories, but they must be certified and have licenses to do so in the target nations.
Software wallets that hold users’ keys for safekeeping are likewise allowed, provided they meet the same licensing requirements. You may market hardware wallets like Ledger or Trezor by highlighting their cold storage functionality.
According to U.S. financial rules, only marketing for Cryptocurrency Coin Trusts (such as Greyscale products) and SEC-approved Bitcoin ETFs are allowed in the U.S. Some financial services that mention crypto may also be eligible if they follow the rules.
On the other hand, things that are not allowed and can lead to account suspensions include Initial Coin Offerings (ICOs), Initial DEX Offerings (IDOs), Decentralised Finance (DeFi) protocols, trading signals, investment advice, unregulated Decentralised Applications (DApps), affiliate sites, NFT games that involve betting, and token airdrops.
These rules are meant to stop the advertising of risky or uncontrolled activities that could confuse people.
A comparison indicates that while regulated exchanges and wallets require certification to be approved, ICOs and DeFi are completely banned. This suggests that Google cares more about following the rules than letting people advertise freely.
Requirements for Crypto Advertisers to Get Certified
Certification is an important part of Google’s crypto ad system. It helps make sure that advertisers are who they say they are. Eligibility depends on local licensing that is specific to the markets being targeted.
U.S. marketers must register with the Financial Crimes Enforcement Network (FinCEN) as a Money Services Business (MSB) and obtain a money transmitter license in at least one state. Internationally, approvals from organisations such as the U.K.’s Financial Conduct Authority (FCA) and regulators in Singapore and Japan are similar.
The first step in the application procedure is to check Google’s policy page to see if your country is eligible to advertise. If it isn’t, you can’t. Advertisers need to provide documentation showing they hold a licence and complete the general advertiser verification process. You can submit your application through Google’s form for limited financial products. For large areas, you’ll need to fill out several applications.
Reviews entail manual checks against government records, which can take weeks. This strict approach ensures that only compliant businesses can advertise, reducing the risk of fraud and aligning with global standards for financial advertising.
Guidelines for Landing Page and Ad Content Compliance
Ads must follow certain content and structure guidelines in addition to being certified. Ad copy should be clear and truthful, using phrases like “Licensed Crypto Exchange” or “Secure Software Wallet.” It should not include activities such as ICOs or DeFi that are not allowed. Disclaimers can help people follow the rules, although they are not always needed.
Landing pages must match the certified domain and not have any content that is not allowed or doesn’t match. Geo-targeting is very important because it prevents ads from appearing in places where they shouldn’t.
Setting up a campaign means making a separate Google Ads account with the same billing information, setting a budget for higher cost-per-click (CPC) rates of $3.80 to $10, and using long-tail keywords like “licensed ETH software wallet for Canadians” to target people who want to buy anything.
Common Mistakes and Good Ways to Do Crypto Ads
Advertisers often face disapproval because their landing pages don’t match their ads. For example, adverts for licensed services could link to landing pages that discuss restricted topics such as DeFi.
One way to fix these kinds of problems is to do thorough audits. Claims that promise assured profits, like “double your money in 24 hours,” also lead to rejections. Using language that is compliant and practical helps with this.
Incorrect geo-targeting shows ads to locations that shouldn’t see them; location settings need to be quite accurate. Best practices include ensuring that all parts are compliant, using specific keywords, and considering other options, such as specialised platforms, to make targeting more flexible.
For example, platforms that provide crypto-specific data enable more accurate audience segmentation, unlike Google. Case studies show how tailored marketing can work, as when behavioural and wallet-based targeting leads to a high return on ad spend (ROAS).
Other Places to Advertise Crypto Besides Google
When Google’s rules stand in the way, other platforms offer better solutions with stronger targeting and fewer compliance concerns. These include features for DeFi protocols, NFT collections, and wallet activity, all of which are improved by AI for better performance.
The benefits include flexible product approvals and direct targeting, which lowers the risk of suspension. Comparative benefits show that compliance costs are lower and ROAS is higher, as evidenced by campaigns that attracted thousands of traders and generated large volumes.
FAQs
What cryptocurrency products can be advertised on Google?
Permitted products include licensed exchanges, software and hardware wallets, and U.S.-specific Coin Trusts and Bitcoin ETFs, all of which require certification and compliance with local regulations.
What is prohibited in Google’s crypto ads?
Prohibitions cover ICOs, DeFi protocols, trading signals, investment advice, unregulated DApps, affiliate sites, NFT wagering games, and token airdrops, which can lead to account suspensions.
How do advertisers get certified for crypto ads on Google?
Certification involves confirming market eligibility, gathering licensing documentation, completing advertiser verification, submitting Google’s form for restricted financial products, and then undergoing a review process.
What are the key compliance rules for crypto ad content?
Ad copy must be transparent and factual, avoiding prohibited topics or profit guarantees, while landing pages must align with the certified domain, and geo-targeting must be limited to approved areas.
Are there alternatives if Google Ads are too restrictive?
Yes, specialized platforms offer flexible targeting based on crypto data, such as DeFi and wallet activity, with lower compliance risks and AI tools to optimize ROAS.
