When Merlin Crypto approached StubGroup, they were in a position familiar to many brands operating in or around the cryptocurrency industry: every time they attempted to launch Google Ads, their campaigns were automatically disapproved. Their business model, a software solution that helps users manage and track crypto holdings, placed them adjacent to the crypto finance world, but not directly in it. They did not exchange, sell, or custody cryptocurrencies and therefore did not qualify for Google’s Crypto Exchange & Wallet certification.
The result? Google repeatedly flagged and rejected their ads, treating them like a financial services provider even though they strictly offered software. For Merlin Crypto, this meant a disapproved ad account, unpredictable ad delivery, halted campaigns, and constant delays while waiting for Google reviews.
StubGroup stepped in to solve a problem that required not only advertising expertise, but deep knowledge of Google’s compliance framework.
Challenges
Merlin Crypto faced persistent advertising roadblocks:
- Automatic disapprovals for “Cryptocurrencies and related products,” even though they were not selling or exchanging crypto.
- Inability to qualify for Google’s crypto certification due to their role as a software provider rather than a financial service.
- Repeated interruptions to ad serving, requiring manual escalations for every approval.
- Inconsistent traffic and revenue, because campaigns could stop without warning.
For a SaaS company dependent on reliable paid traffic, these disruptions threatened growth and long-term scalability.
Approach
StubGroup deployed a two-part strategy focused on compliance-first ad architecture and precision messaging.
1. Website Wording Aligned to Google’s Policy Requirements
Our compliance specialists carefully audited Merlin Crypto’s website, identifying terms, phrasing, and content structure that triggered Google’s automated crypto filters.
We collaborated with the client to revise:
- Phrases that sounded like trading, selling, or investment services
- Technical terms that Google’s system associated with crypto exchange
- On-page descriptions that could be misinterpreted as financial advice
The goal was not to dilute the brand’s value proposition, but to present it in a way that accurately reflected their software-only product while avoiding unnecessary policy flags.
2. Ad Copy Engineered to Avoid Disapprovals
Next, we crafted ad copy designed specifically to:
- Emphasize the software nature of the product
- Avoid restricted financial language
- Maintain clarity, accuracy, and compliance with Google’s financial services guidelines
This meant avoiding even borderline terminology that automated systems might interpret as crypto trading or investment promotion. Every headline and description was vetted by StubGroup’s compliance team before launch.
3. Ongoing Monitoring and Direct Google Escalations
Even with rigorous preparation, crypto-adjacent brands often trigger automated reviews.
For over a year, StubGroup:
- Monitored every approval checkpoint
- Proactively addressed flags before they became disapprovals
- Escalated issues to Google’s policy team when needed
- Maintained continuous communication with the client to prevent downtime
The result was a stable, scalable environment where Merlin Crypto could finally grow without interruptions.
Results
Through careful planning and strict adherence to Google compliance best practices, StubGroup helped Merlin Crypto achieve:
✔️ Continuous, uninterrupted ad serving for over 12 months
A major milestone in a category where automated disapprovals are the norm.
✔️ No account suspensions or policy strikes
A direct result of meticulous copy control and compliance-oriented landing page strategy.
✔️ Predictable and scalable traffic
Allowing Merlin Crypto to grow user acquisition reliably.
✔️ Improved lead quality and profitability
With consistent ad delivery, the brand achieved consistent revenue from Google Ads, enabling budget expansion.
✔️ Higher-quality conversions
Due to uninterrupted ad delivery, the account was able to build a strong conversion history, which now helps improve performance and supports more efficient optimization.
Conclusion
Merlin Crypto’s case demonstrates that success in heavily regulated verticals is not just about strong advertising strategy, it’s about understanding the nuances of Google policy enforcement and building campaigns that anticipate and avoid compliance pitfalls.
StubGroup’s proactive compliance framework enabled Merlin Crypto to break free from constant disapprovals and enjoy over a year of uninterrupted advertising, resulting in consistent growth and profitable scale.
If your brand operates in a sensitive or regulated industry and struggles with policy-related ad interruptions, StubGroup can help you build a stable, compliant, and scalable advertising foundation.
