How to Run Crypto Ads on Google: Certification, Policy & Best Practices

Running crypto ads on Google is possible only when you follow strict advertising policies. One mistake, a missing disclosure, or targeting the wrong region can trigger rejection or even an account suspension. This is why many exchanges and wallets treat Google as a compliance project first and a performance channel second.

To successfully navigate this restrictive environment, advertisers must pay attention to four things:

• Eligibility
• Documentation
• Targeting
• Compliance across both ads and landing pages. 

This means that you can only run ads for crypto goods that Google actually allows in that country, and you need to keep all of your licenses and certifications up to date. In this guide, you'll learn exactly what Google expects from crypto advertisers, how to get verified and how to structure campaigns that pass review.

Timeline of Google’s Cryptocurrency Ad Policy

If you’re new to running ads in the crypto space, then you might be thinking the rules have always been strict. That’s not the case. Google’s policies keep changing. To understand the current compliance rules, you need to see how we got here, the history. It explains the crypto ad timeline and why getting certified is now mandatory.

2018 ban

In March 2018, Google banned all cryptocurrency-related ads worldwide. At that time, the market was flooded with Initial Coin Offerings (ICOs). Many were scams, forcing Google to enact a worldwide ban to protect users from predatory advertising. Companies advertising exchanges, wallets and even general crypto advice got swept up in the ban.

2021 Limited Reversal

In June 2021, Google announced a major crypto ad policy change. It stated that beginning August 2021, they would allow certain advertisements again but only for regulated entities. This applied to cryptocurrency exchanges and software wallets. 

For you to run these ads, you were required to prove your legitimacy. That’s being registered with the relevant financial authorities and legally compliant in the location you were targeting.

2024 ETF Update

The crypto ad policy changed again in January 2024. Following the U.S. regulatory approval of Bitcoin ETF ads, Google updated its policy to permit Cryptocurrency Coin Trust ads in the U.S. This includes products that allow investors to trade shares in trusts that hold large pools of digital currency. 

In short, Google’s policy moves with regulatory bodies and market safety concerns. This makes certification mandatory for control and consumer protection.

What's Allowed vs. What's Prohibited

Google’s rules divide cryptocurrency products into three groups. So, before you start looking at the Google Ads certification paperwork, you need to know which group your products fall under.

Permitted (with certification)

These are the financial products that Google allows. However, you need to have completed their certification process.

Permitted (U.S. Only)

Google also allows a few crypto ad categories but this option is strictly U.S. only. It includes:

• Crypto Coin Trusts like Grayscale products
• Bitcoin EFTs approved by the SEC
• Certain financial services that reference crypto as long as they follow U.S. regulatory laws.

Strictly Prohibited

Now here’s the part many advertisers misunderstand. Some crypto products are banned globally. If your crypto ad or landing page touches the following topics, then your account risks immediate suspension.

• Initial Coin Offerings (ICOs) and Token Sales
• Decentralized Finance (DeFi) Protocols
• Trading Signals & Investment Advice
• Unregulated DApps
• Affiliate & Aggregator Sites
• NFT Games (Wagering)
• Token airdrops

Comparison Table: Allowed vs. Prohibited Crypto Ads

Certification Requirements

For crypto exchanges advertising, software wallet ads or Coin Trust ads in the U.S., a certification document is a must. This actually acts as Google’s primary security gate and its purpose is to check who you are and if you’re legal.

Local licensing

It’s mandatory to have the necessary licensing in the markets you plan to target. Google will request compliance with all local laws and industry standards for the locations your ads will show in. 

For U.S. advertisers (Exchanges/Wallets), you’ll typically need to be registered with the Financial Crimes Enforcement Network (FinCEN) as a Money Services Business (MSB). Besides, you need to be licensed as a money transmitter in at least one U.S. state. 

Meanwhile, the licensing for global advertisers varies by country. You need approval from a local financial authority like the Financial Conduct Authority (FCA) in the U.K. or a similar body in Singapore, Japan or any other country.

The Google application process

Once your licensing is secured, go ahead and apply for the cryptocurrencies and related products certification on Google Ads. The process is easy. However, you need to be patient and accurate. Below are the key steps for the Google Ads certification.

Determine eligibility: Check Google’s official policy page to confirm that the location you’re targeting is on their approved list for crypto ad certification. If your target market is not listed, then you simply cannot advertise these products there.

‍Gather documentation: You must have the document ready to prove your licensed status. This is actually where your FinCEN registration or local regulatory approval comes in. You must also complete the general Advertiser verification process first. 

‍Submit the form: You must use Google’s specific application form for restricted financial products. If you want to advertise in ten or more approved locations, then you must submit separate applications for each country or region.

‍Wait for review: Note that Google’s review process takes time. They manually check your documents against official registries. So expect to wait a few weeks.

Step-by-Step: Setting Up Your First Crypto Campaign

Once you have everything ready, now is the time to build a campaign that respects Google’s rules. Follow the crypto ad guidelines briefed below:

Step 1: Account setup: Create a clean Google Ads account that is clearly tied to the certified business. Use a dedicated Google Ads account for your certified crypto ads. It will help reduce the risk of a non-compliant ad in another part of your business. Furthermore, ensure the business name and address in your Google Ads billing section match the legal entity listed on your certification paperwork.

Step 2: Geo-targeting crypto: Ensure that you only target approved locations. So, thoroughly review the list of countries where you are licensed and where Google allows crypto ads for your product. To prevent accidental ad delivery, exclude all other countries.

Step 3: Ad copy guidelines: Your ad must be transparent and, therefore, be factual. Use language that clearly describes your service like ‘’Licensed Crypto Exchange’’ or ‘’Secure Software Wallet.’’ Also, avoid prohibited topics because even if your exchange is certified, your ad copy must not reference prohibited products such as ICOs or DeFi. Lastly, include disclaimers in your ad copy. This is optional but it’s highly recommended. Using disclaimers will help show your good intent.

Step 4: Landing page compliance: The linked destination for your ad is really important and must be compliant. It must belong to the exact domain you provided during the certification process. No mismatched information.

Step 5: Budget considerations. You need to be aware that crypto keywords are expensive and competitive. Therefore, your budget should account for high CPC. Keywords like ‘’Crypto exchange’’, ‘’buy Bitcoin’’, and ‘’crypto wallet’’ fall under the financial services advertising. 

In this category, the average CPC often ranges from $3.80 to $10 with crypto keywords often being at the very high end. If you’re a new brand, start with specific keywords. Focus on long-tail and specific keywords that indicate high commercial intent. An example is ‘’licensed ETH software wallet for Canadians.’’

Common Reasons for Ad Disapproval & Solutions

Even after getting certified, your cryptocurrency advertising campaign can still get rejected. And honestly, it’s pretty common with Google Ads. Below are the main ad disapproval reasons and how to fix them.

Destination mismatch

Your ad promises a ‘’Licensed U.S. exchange’’ but the landing page has several call-to-action for a DeFi  or the main body of the page is about an Initial Coin Offering (ICO). You should fix this by auditing your entire landing page. Remove all references to prohibited products from the page linked to your ad.

Guaranteed profit claim

Using words like guaranteed, risk-free or claims of high and unrealistic returns like ‘’double your money in 24 hours’’ will lead to disapproval. What you should do is to swap out all promotional language for an ad compliance-focused copy. 

Incorrect Geo-targeting

Running an ad that accidentally shows in a banned country will lead to a policy violation. So, always double-check your location options and target only specific country names where you are approved and licensed.

Alternatives: Crypto Advertising on Blockchain-Ads

For crypto companies struggling with complex policy hurdles or targeting challenges, a platform like Blockchain-Ads offers a dedicated alternative. The platform specializes in an ad network where restrictive mainstreams like Google fail, allowing ad copy best practices and reducing compliance friction. 

One of the main features of Blockchain-Ads is the advanced behavioral targeting. The platform targets users based on crypto-specific data such as interest in specific DeFi protocols, NFT collection or the use of advanced financial instruments like perpetual swaps.

Wallet targeting technology is also another key differentiator. Blockchain-Ads targets users based on the contents and activity of their non-custodial wallets. This allows advertisers to reach specific high-value segments such as Active Wallet Holders or those who have previously interacted with DeFi protocol users or competitor smart contracts. 

The platform also uses Nexus AI for performance optimization. Its AI is designed to automate efficiency and performance by identifying the best publisher inventory and audience segment to drive maximum ROAS for crypto-focused campaigns.

Comparative Benefits vs. Google

Case Studies/Example Campaign Success with Blockchain-Ads

Coinbase

Coinbase ran a campaign targeting high-net-worth individuals in the Southeast Asia market acquired 31,896 new traders. The traders generated $8.1 million in transaction volume, resulting in 124x ROAS.

Binance

Similarly, Binance utilized Blockchain-Ads audience targeting and a high-value user acquisition strategy to attract active wallet holders and perpetual traders in the Middle East, Southeast Asia and Eastern Asia. They acquired 4,600 new traders in 30 days, generating over $494,000 in transaction volume with a 19.87x ROAS.

OKX

Another campaign for OKX focused on precision behavioral targeting to reach CEX users and DeFi protocol users. The campaign acquired 3,095 high-volume traders at a low CPA of $14.50 and achieved a 25.5x ROAS.

Frequently Asked Questions

Can I run crypto ads on Google?

Yes, but this is only for licensed exchanges and software wallets under Google’s financial products and service policy. If you want to advertise, you must go through the required certification process and ensure perfect compliance with local laws in every market you target.

How to run ads for crypto? 

The process of running ads for crypto on Google starts by determining eligibility. You then need to secure the necessary licenses from local regulatory bodies. After that, apply for certification and launch your compliant campaigns.

Conclusion & Next Steps

Usually, the success of crypto marketing on Google requires perfect compliance. If your business is a licensed exchange or a software wallet, getting the mandatory Google certification should be your immediate focus. But remember, while Google offers massive reach, it’s highly restrictive. What you need to scale predictably is a dedicated alternative like Blockchain-Ads. It’s a powerful and low-friction platform that bypasses Google’s complexities.