Case Study Insights: How Paid Social Drove Acquisition & Retention for a Leading Sportsbook

Why Paid Social Matters for Sportsbooks

In today’s iGaming market, sportsbooks face constant competition and rising acquisition costs. Traditional channels such as affiliates and search are crowded, and organic reach on social is limited by algorithms and compliance rules. Paid social provides a direct way to connect with players, build brand recognition, and convert interest into action.

Each platform comes with its own challenges. Facebook, Instagram, TikTok, and Telegram all have strict policies around gambling promotions and demand creative that resonates with audiences in fast-moving environments. Many operators struggle with wasted budget or disapproved ads when they try to manage this alone.

This is where Ascend steps in. As an iGaming performance marketing agency, Ascend helps online sports betting and casino operators run campaigns that are both compliant and results-driven. By linking acquisition strategies with retention planning, Ascend ensures campaigns deliver measurable ROI, not just clicks and impressions.

The Challenge

A leading European sportsbook approached Ascend with three core challenges:

• Escalating costs: Cost Per Acquisition (CPA) had risen sharply due to inefficient targeting and heavy reliance on affiliates.
• Weak conversion funnel: While awareness was strong, too few players progressed from interest to making a first-time deposit (FTD).
• Low retention: New players signed up for promotions but disengaged quickly, limiting lifetime value.

The operator needed a smarter, more integrated approach to paid social that would reduce acquisition costs while improving both conversion and retention.

The Strategy: Ascend’s Paid Social Funnel

Awareness: Building Scale and Visibility

Ascend launched awareness campaigns across Facebook & Instagram ads for iGaming and developed a tailored TikTok gambling ads strategy. Video-led creative highlighted key betting features, boosted odds, and event-specific promotions. On TikTok, Ascend tapped into trending formats to deliver content that felt native to the platform, which significantly improved engagement.

Consideration: Strengthening Engagement and Trust

Audiences who engaged with initial ads were retargeted with tailored offers such as welcome bonuses, free bets, and early cash-out options. On Instagram and Facebook, carousel and story formats were used to showcase a variety of betting markets. Telegram campaigns for betting operators created a direct communication channel where players received timely updates and personalised promotions.

Conversion: Driving First-Time Deposits

At the conversion stage, Ascend focused on high-performance creative designs to turn intent into deposits. Campaigns used strong calls-to-action, urgency-driven messaging, and exclusive limited-time offers. Lookalike audiences built from existing depositors were introduced to maximise efficiency and ensure spend was focused on the most valuable prospects.

Retention: Extending Player Lifetime Value

Rather than stopping at acquisition, Ascend integrated retention strategies into the funnel. Paid social was connected to the sportsbook’s CRM and loyalty systems, enabling personalised reactivation campaigns and ongoing engagement. Telegram was used as a community hub for real-time updates and exclusive offers, helping maintain player interest well beyond the initial deposit.

The Results

Ascend’s full-funnel approach delivered significant improvements:

• 20% reduction in CPA through improved targeting and budget allocation.
• 45% increase in FTDs across Facebook, Instagram, TikTok, and Telegram.
• 30% uplift in retention, with players from paid social campaigns showing higher lifetime value.
• Consistent compliance, with all campaigns approved and running smoothly.

The sportsbook not only acquired more players but also built a stronger foundation for long-term growth.

Key Takeaways for Operators

This case study demonstrates how a structured, data-driven paid social funnel creates real impact for iGaming brands:

• Target the right audiences for efficiency and scale.
• Diversify across multiple platforms to reach different demographics.
• Link acquisition campaigns to retention strategies for stronger lifetime value.
• Partner with a specialist agency like Ascend to ensure campaigns remain compliant, creative, and performance-focused.

Final Thoughts

In iGaming, the difference between wasted spend and scalable growth lies in how you approach paid social. By partnering with Lift, this leading sportsbook was able to build a funnel that not only acquired players but retained them, ensuring stronger ROI and sustainable success.

If you’re an operator looking to maximise FTDs with paid social while building long-term loyalty, Lift can help you design campaigns that combine data, creativity, and compliance. Our team of iGaming advertising specialists is ready to deliver the same results for you.