01
Paid search Your account, your licence, my hands. Monthly fee.
Finland · Market opens 1 July 2027
I start with your business numbers. Media buying is the easy part.
Over ten years of PPC for Finland's largest advertisers. I work out what a player is worth to you first. Then I buy traffic.
10+
Years in Google Ads
25M€+
Media managed
20+
Countries
—
Days until launch
Finland
A regulated market opens on 1 July 2027.
- Licences are being granted through 2026. Around fifty applications have been filed.
- The Act lists the permitted marketing channels. Search advertising is one of them.
- How far search reaches beyond an operator's own brand is still being interpreted.
Search captures demand. Something else has to create it.
Services
Three things.
02
Market analysis What Finns search for, what it costs, who is there now.
03
Channel map What the new Act allows and what it does not. Where the acquisition budget goes.
Search volumeCPCAuction InsightsClick shareCPALTVPaybackSeasonality
Terms
Monthly fee. Never commission.
A commission would put my incentive on volume. The number that matters is what a player is actually worth to you.
- You own the account, the certification and the data.
- Your account is never nested under a shared manager account.
Who
Teemu Äärilä
Over ten years of paid search for Finland's top advertisers, four of them running my own firm.
40+
Advertisers
30+
Industries
100k–1M€
Monthly budgets
Sectors
RetailE-commerceHealthcarePharmacyTravelMobile gamingMediaConstructionIndustryEducationTelecomConsumer brands
I have never bought media. I have bought market.
- Native Finnish. Ads and keywords written, not translated.
- A direct line to Google. Certification and policy sorted before launch, not after.
Questions
What operators ask.
Can you even advertise a casino in Finland?
From 1 July 2027, a licence holder can. Search advertising is on the permitted list. How far it reaches beyond your own brand is still being interpreted, and that is worth legal advice before you build a plan on it. I follow it and will tell you when it moves.
Why you and not an agency in Malta?
You already have iGaming expertise. What you do not have is the Finnish search auction: what Finns actually type, what it costs, and who holds the results today. That is the part I sell, and it is the part you cannot buy from Malta.
How do you charge?
A fixed monthly fee, or a share of media spend. Never a commission per acquired player. A commission puts the incentive on volume, when the number that decides everything is what a player is actually worth to you over their lifetime.
Whose account is it?
Yours. Your Google Ads account, your gambling certification, your data. Nothing sits behind a manager account you would have to prise back from me, and your account is never nested under a shared one.
What if the search rules turn out narrower than expected?
Then the plan changes and I say so. Search captures demand, it does not create it. If your brand demand is close to zero on launch day, the conversation should be about where that demand gets built before it is about search budget.
Why not just do what Google recommends?
Because Google's recommendations optimise for Google's revenue. Broad match, auto-applied recommendations and every "opportunity" in the account point the same direction: spend more. Sometimes that is right. It is never right by default, and nobody at Google carries your margin.
Why not hand it all to automation?
Automation is genuinely good at bidding, once it knows what a conversion is worth. It has no opinion on whether that number is correct. Feed it a bad value and it will optimise toward the wrong outcome faster and more confidently than any human could.
How do you measure?
Conversions carry real values, not placeholders. Attribution is set up so it can be audited rather than believed. Reporting is in euros and payback, not clicks and impressions. If the measurement is wrong, everything built on top of it is decoration.
How do we start?
With your numbers and the Finnish search data, before any budget is committed. If the arithmetic does not work, that is worth knowing early.
Contact
Want to work with a business-first Google Ads expert?
If you're planning a Finnish launch, the useful time to talk is before the budget is set, not after.
Emailteemu@goatigaming.co
LinkedIn /in/aarilateemu/