Paid social editor

Owen Calder

Writes about buying traffic on social and video platforms — Meta, Reddit and connected TV — and what their ad policies mean for gambling offers. Reads every policy update at the source — Meta, Reddit and Google ad policies and their gambling certification rules — and dates each one, because they change quietly. Owen Calder is an AFFHOUSE desk byline: pieces under this name are researched and drafted with AI tools, then edited and fact-checked by the editorial team before publication.

13 articlesUpdated 30.10.2026Editorial policy Contact the desk

Stake sponsorship case: Everton, UFC, F1 and Kick

What Stake paid for in sport and music, how Kick put casino streamers inside the same group, and where UK and US regulators pushed back.

Cases · 8 min

Casino ad creatives: one repack took Reg2Dep from 8% to 22%

A German Facebook casino campaign went from 8% to 22% Reg2Dep once its ads showed the bonus and slot players actually found on the site. Plus two landing-page fixes.

Cases · 7 min

Three-week casino campaign in Canada: $4,896 spend, 104% ROI

A network-reported Facebook campaign for a casino app offer in Canada, outside Ontario: $4,896 spend, $10,014 revenue, 104.55% ROI. What transfers and what does not.

Cases · 7 min

AI UGC Ads vs Human UGC: Four Reddit-Reported Tests

Four r/FacebookAds posts compared AI UGC ads with human creators. Where unit metrics were published, humans led on CTR and ROAS; AI won on cost per concept and testing speed.

Cases · 8 min

How much do Facebook ads cost? CPM, CPC and price drivers

Facebook ads have no fixed price: an auction sets every CPM and CPC. Dated benchmarks, what moves the cost, how to size a test budget and how to keep Meta spend in check.

Knowledge base · 10 min

Google Demand Gen: placements, setup and when to use it

Google Demand Gen runs visual ads on YouTube, Shorts, Discover, Gmail, Maps and the Display Network. Where it shows, how to set it up, and the limits for gambling.

Knowledge base · 9 min

Google Ads vs Facebook ads: which is better for affiliates

Google Ads catches people who are already searching; Meta builds demand with creative. How cost, tracking and gambling rules differ, and which offers suit each.

Knowledge base · 10 min

Google Ads Editor for media buyers: bulk edits and drafts

Google Ads Editor is Google's free desktop app for bulk and offline changes. How buyers sync, bulk edit, copy campaigns, check and post without breaking accounts.

Knowledge base · 9 min

Creative brief template for performance ads (with example)

A copy-ready creative brief template for paid social and video ads, a filled example for a licensed sportsbook offer, and how to brief designers for testing.

Knowledge base · 9 min

Bing Ads for affiliates: costs, setup and gambling rules

Bing Ads, now Microsoft Advertising, as a second search channel after Google: where ads run, what they cost, how to set up, and what the gambling policy allows.

Knowledge base · 10 min

Reddit ads for affiliates: costs, targeting, gambling rules

How Reddit ads are bought and priced, which targeting works, and why gambling, sweepstakes and betting-tips ads need pre-approval from Reddit before any spend.

Knowledge base · 11 min

Meta Andromeda: what changed in ad delivery and how to adapt

Meta Andromeda picks a few thousand candidate ads out of tens of millions before ranking. What Meta has published, what buyers report, and how affiliates should adjust.

Knowledge base · 11 min

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