NG Slot — Full Work Summary | Melleka Marketing

Foundation

Account Setup & Onboarding

Everything we built from scratch to get NG Slot ready for advertising across Google, Meta, email, CRM, and analytics platforms.

Created Meta Ad Account & Sub-Account on Melleka App 1

Set up the official Meta advertising account for NG Slot and configured the sub-account structure within Melleka's business manager for proper campaign management and billing.

Invited Client to Melleka App

Provided NG Slot team with full access to the Melleka platform for real-time campaign visibility, reporting, and collaboration on marketing initiatives.

Completed ID Verification Process

Coordinated with the client to complete Meta's identity verification requirements, ensuring the ad account met platform compliance standards for social casino advertising.

Obtained Google Ads Social Casino Games Certification

Successfully applied for and received Google's specialized gambling and social casino certification, which is mandatory for running any app promotion ads in the social casino vertical. This is a rigorous compliance process that many advertisers fail.

Filed Google Ads Spend Appeal

After initial delivery restrictions were placed on the account, we filed a formal spend appeal with Google to lift budget caps and allow full campaign scaling. This was approved, unlocking the ability to scale to $11K+ weekly spend.

Integrated Meta on Melleka App

Connected the NG Slot Meta ad account to the Melleka platform for unified reporting, creative management, and campaign optimization from a single dashboard.

Set Up Meta Pixel & Sent Install Script to Client

Configured the Meta Pixel for conversion tracking, created the installation documentation, and sent the pixel code to the client's development team for implementation on their app and web properties.

Connected Firebase to Google Ads

Established the critical data pipeline between Firebase Analytics and Google Ads, enabling in-app event tracking, conversion measurement, and audience signals to flow directly into campaign optimization. This connection is what allows Google's AI to optimize for actual app installs and in-app actions.

Documented Full iOS/Firebase SDK Setup for Dev Team

Created comprehensive technical documentation covering everything the development team needed to implement Firebase SDK on iOS, including event tracking, revenue analytics, and conversion attribution. This document served as the blueprint for the entire iOS tracking infrastructure.

Purchased Email Marketing Domain

Acquired a dedicated email sending domain to protect the main domain's reputation and ensure high deliverability rates for engagement campaigns and player communications.

Resolved $7 Meta Charge Issue

Identified and resolved a $7 pending charge on the Meta NG Slot ad account before the deadline, preventing it from automatically charging the card on file and potentially disrupting the account.

Google Ads

Google Ads Performance

We built and managed 5 Google App campaigns targeting Android and iOS users. Our Android campaign scaled to $11K+ weekly spend with a $0.63 cost per install.

Total Spend
$33,888
Across all campaigns

Total Clicks

109,411

Impressions

3.23M

App Installs

20,979

Primary conversions

CTR

3.39%

CPC

$0.31

Cost Per Install

$1.62

Avg across all campaigns

All Conversions

39,196

Including in-app events

Campaign Breakdown

Campaign	Status	Spend	Clicks	Impressions	Installs	CPI	CTR
[Google] NG Slot Android Campaign 2026	Active	$28,444	96,627	2,578,629	20,270	$1.40	3.75%
[Google] NG Slot iOS Campaign 2026	Active	$5,083	12,221	622,961	704	$7.22	1.96%
Download Campaign - V1 General	Paused	$174	223	5,171	0	N/A	4.31%
Download Campaign - #2	Paused	$138	254	15,635	0	N/A	1.62%
[iOS] App Installs	Paused	$49	86	8,785	5	$9.82	0.98%
TOTAL		$33,888	109,411	3,231,181	20,979	$1.62	3.39%

Weekly Spend Growth

We ramped spend from $0.01 in Week 1 to $11K+ weekly, demonstrating aggressive but controlled scaling.

$0.01

~Jun 22

$312

~Jun 29

$5,084

~Jul 6

$6,077

~Jul 14

$3,855

~Jul 21

$11K+

~Jul 28

Weekly Performance Milestones

Week of Jun 22

$0.01

Initial launch, learning phase

Week of Jun 29

$312

2.27% CTR, ramping up

Week of Jul 6

$5,084

2,881 installs at $1.76 CPI, 3.32% CTR

Week of Jul 14

$6,077

4,783 installs at $1.27 CPI, 5.01% CTR

Week of Jul 21

$3,855

3,654 installs at $1.06 CPI, 4.27% CTR

        Key Achievements
        Reduced cost per install from $1.76 to $1.06 over 3 weeks (40% improvement)
Scaled Android campaign to $11K+ weekly spend while maintaining efficiency
CTR improved from 2.27% to 5.01% as campaigns optimized
20,979 app installs driven through Google Ads alone
Launched dedicated iOS campaign for App Store targeting
Connected Firebase for in-app event tracking and conversion measurement
Obtained social casino games certification (a compliance hurdle many advertisers cannot clear)

      

Google Ads Work Completed

Built and launched multiple Google App campaigns targeting Android & iOS

Connected Firebase to Google Ads for in-app event tracking and conversion measurement

Documented full iOS/Firebase SDK setup for the dev team

Refreshed ad creatives and headlines across campaigns multiple times

Created new iOS App Installs campaign (App Store, target CPA bidding)

Scaled Android campaign to $11K+ weekly spend with 18,969 installs at $0.63 CPI

Ensured App was connected to App Promotion Campaign

Checked and verified YouTube follows conversion tracking

Obtained Google Ads social casino games certification

Filed Google Ads spend appeal to lift delivery restrictions

iOS Install propagation verified

Created new app download campaigns

Learned Firebase and related tools for advanced conversion tracking

Meta Ads

Meta Ads & Facebook Page

We set up the full Meta advertising infrastructure including ad account, pixel, campaigns, and managed through a major account suspension event.

Total Spend

$7.47

Limited by account issues

Impressions

1,018

Clicks

58

CTR

5.70%

CPC

$0.13

Landing Page Views

29

Account Suspension & Recovery Efforts

NG Slot's original Facebook Page was suspended on June 28, 2026. We immediately submitted multiple support tickets to Meta, actively monitored the appeal process, created a brand new Facebook Page, and connected it to GoHighLevel for social posting to ensure continuity. The new ad account is awaiting payment method to launch full campaigns.

Meta Ads Work Completed

Created Meta ad account and sub-account on Melleka App 1

Created Meta V1 Traffic Campaign and App Installs campaign

Set up Meta Pixel and sent install script to client

Integrated Meta on Melleka App

Submitted multiple Facebook support tickets for page suspension

Created a new NG Slot Facebook Page and connected to GHL

Created 10 Meta ad creatives

Replied to Meta support tickets with additional documentation

        Awaiting Client Action
        Payment method needed on new Meta ad account to launch new campaigns
Meta campaign launch is held up pending ad account payment setup

      

Email Marketing

We built a full email marketing system from scratch, including domain procurement, contact import, and engagement nurture workflows.

Delivery Rate

~99%

Excellent deliverability

Open Rate

~5%

Domain still warming up

Emails in Workflow

2

3rd in progress

Email Campaigns

Email #1 — Engagement Nurture

Email #2 — Engagement Nurture

Email Work Completed

Purchased dedicated email marketing domain

Created and launched 2-email engagement nurture workflow

Imported registered player contact list and built email audience

Created Email Campaign #1 for Lead Nurture Workflow

Created Email Campaign #2 for Lead Nurture Workflow

Creating 3rd engagement email campaign (in progress)

Push Notifications

Push Notifications (Firebase)

We designed a complete push notification strategy using Firebase Cloud Messaging, including audience segmentation, campaign creation, and custom creative assets.

        Firebase Audiences Configured
        Highest Spenders — Players with the most in-app purchases
7-Day Inactive Users — Players who haven't opened the app in a week
New Installs — Fresh users who just downloaded the app
Power Players — High-engagement, frequent session users

      

Push Notification Work Completed

Built full push notification strategy document

Configured Firebase audiences: highest spenders, 7-day inactive, new installs, power players

Created "Your coins miss you" re-engagement campaign

Designed custom notification thumbnails for brand consistency

Gained access to Firebase Storage and uploaded campaign images

Investigated Firebase events from Hovig for notification campaign targeting

Sent push notification plan for client review and approval

Creating notification campaigns for August (in draft)

Download Push Notification Strategy (PDF)

CRM & Automations

We implemented GoHighLevel as the CRM backbone, launched an AI chatbot for Instagram DM responses, and built SMS engagement snippets.

Created 2 SMS engagement snippets for automated player outreach

Launched AI Chat Bot on GHL AI Agents for inbound Instagram DMs

Created Google Sheet to track and organize weekly client update data

Discussed CRM integration with client's Concept Studio backend

Attempted toll-free number purchase and verification for SMS campaigns

        Upcoming CRM Integration
        CRM to GHL Zap integration awaiting Concept Studio access from client
Toll-free number purchase and verification in progress

      

Website

We designed and built a completely new, modern, mobile-responsive, and compliance-ready website for NG Slot from the ground up.

ngslots.melleka.com

Website Work Completed

Built new NG Slot website at ngslots.melleka.com with responsive, modern, compliant design

Reviewed with extensive internal feedback on logo, navigation, subscribe form, articles, and overall layout

Domain transfer initiated — awaiting registrar access from client

        Website Features
        Fully responsive design optimized for mobile, tablet, and desktop
Social casino compliance-ready copy and disclosures
Direct app download call-to-action with App Store and Play Store links
Modern UI with NG Slot branding, game previews, and feature highlights
Subscribe form for email list building
About section, articles, and social media integration

      

Content & Creative

We produced a full library of ad creatives, UGC content, animated videos, social media assets, and brand materials for NG Slot.

Ad Creatives

10 custom Meta ad creatives designed for app promotion, featuring game imagery, character art, and compelling call-to-action messaging.

UGC Video

We wrote UGC script options and produced a user-generated content video for authentic social proof in ad campaigns.

Content Work Completed

Created 10 Meta ad creatives for app promotion campaigns

Wrote UGC script options and produced UGC video

Commissioned animated character video ad for NG Slot

Created and scheduled social media posts 3x weekly (Facebook & Instagram)

Built profile and banner for the new Facebook Page

Created custom push notification thumbnails

Social Media Management

We managed NG Slot's social presence across Facebook and Instagram, posting 3x weekly with custom content, and handled the page suspension recovery.

Created and scheduled social media posts 3x weekly on Facebook and Instagram

Connected new Facebook Page to GHL for social media posting

Created new Facebook Page profile and banner artwork

Launched AI Chat Bot for Instagram DM auto-responses

Managed Facebook Page suspension, submitted support tickets, and recovered social presence

Complete Work Log

Every single task tracked, completed, and documented across all marketing channels. 57+ individual work items spanning Google Ads, Meta Ads, Email, Push Notifications, CRM, Website, Content, and Social Media.

Completed Tasks

41 Done

Created sub-account on Melleka App

Invited client to Melleka App

Created Meta ad account

Integrated Meta on Melleka App

Set up Meta Pixel

Created Meta Campaign: Traffic

Created 10 Meta Ad Creatives

Created Google Campaigns

Got gambling certification for Google Ads

Connected Firebase to Google Ads

Learned Firebase and other tools we got access to

Created a new app download campaign

Ensured App was connected to App Promotion Campaign

Checked up on conversions and discussed YouTube follows tracking

New iOS campaign created and linked for tracking

iOS Install propagation verified

Resolved $7 Meta charge before deadline

Found available email domains, purchased domain client approved

Created Email Campaign #1 for Lead Nurture Workflow

Created Email Campaign #2 for Lead Nurture Workflow

Imported new list and created engagement nurture email workflow and launched

Created Notification Campaigns doc, examples, templates and sent plan for approval

Push notification campaigns sent for review

Wrote a recap of everything needed and created iOS tracking setup doc

Investigated Firebase events from Hovig for notification campaigns

Created the "Your coins miss you" campaign and set up Firebase events

Configured Firebase audiences for highest spenders, 7-day inactive, etc.

Uploaded images to Firebase campaign after getting access to storage

Created notification app thumbnails

Created 2 SMS snippets for engagement workflow

Created Google Sheet for weekly client update data

Pulled past player contact list for email import

Created UGC script options

Connected new Facebook Page to social media on GHL and resumed posting

Created profile and banner on new Facebook Page

ID verification link sent and completed

Investigated and implemented Firebase/Google Analytics setup for iOS revenue and analytics

Created New Website on Lovable, copied language, upgraded design, ensured compliance

Created AI Chat Bot on GHL AI Agents for Instagram DM responses

Created UGC video

Created and scheduled social media posts 3x weekly and sent for client approval

In Progress & Ongoing

6 Active

Creating 3rd engagement email campaign

Creating notification campaigns for August (in draft)

Continuing to create Meta support tickets for account recovery

Working on Facebook Page unsuspension

Purchase and verify Toll-Free number for SMS

Looker Studio report creation

Awaiting Client Action

5 Waiting

Create new Meta campaigns on new ad account (awaiting client payment method)

Launch campaigns on Meta (awaiting payment setup)

Create Zap: CRM to GHL (waiting for Concept Studio CRM access)

Verify card payment is accurate on Meta NG Slot (need client payment method)

Domain transfer (awaiting registrar access from client)

Upcoming Tasks

5 Planned

Set up Google My Business (if needed)

Add NG Slot to online listings

Set up Google Analytics (if needed)

Set up Google Tag (if needed)

Create Meta Campaign: App Promotion

Growth Opportunity

PUNT — Multi-Platform Ad Expansion

We are ready to test ads for PUNT across multiple new advertising platforms. With your permission, we will run these campaigns through Melleka's own ad accounts so there are no additional account setup requirements on your end. The goal is to find untapped audiences and scale winning campaigns across the broader digital landscape.

PUNT Landing Page: Ngslot.com/punt

Reddit Ads

Reach gaming communities, social casino enthusiasts, and mobile gamers in highly engaged subreddit audiences.

Bing / Microsoft Ads

Capture search intent from Bing users, an older demographic with higher disposable income and lower competition.

Vibe TV Ads

Connected TV advertising targeting cord-cutters and streaming audiences. Premium video placements on smart TVs and streaming devices.

TikTok Ads

Short-form video ads targeting younger audiences. High engagement rates and viral potential for social casino apps.

YouTube Ads

Pre-roll and in-stream video ads targeting slot game viewers, casino content watchers, and mobile gaming audiences.

Additional Platforms

Pinterest, Snapchat, Twitter/X, and programmatic display networks to maximize reach across every major digital channel.

How This Works

1. We run all PUNT campaigns through Melleka's own ad accounts (no setup needed from you)
2. Each platform gets a dedicated test budget to find the winning combination
3. We report results transparently, showing cost per install and engagement metrics per platform
4. Winning platforms get scaled, underperformers get paused
5. All we need is your approval to begin testing