Crypto brands face two types of pressure: getting known and getting users. You need visibility to earn credibility. You need conversions to show results. But the crypto ad networks that build brand awareness aren’t always the ones that drive conversions. And if your media mix doesn’t reflect that difference, you’re wasting the budget.
I will break down how to choose the right crypto ad network for each objective, how to structure campaigns that match intent, and how to avoid common mistakes that kill ROI.
Know Your Goals
You’re either buying attention or buying action. Trying to do both in one campaign usually doesn’t work.
- Awareness campaigns aim to increase visibility, establish credibility, and drive top-of-funnel interest.
- Conversion campaigns focus on measurable outcomes, app installs, funded wallets, swaps, or deposits.
If you’re running a token launch, brand presence and hype matter more than direct ROI. If you’re scaling an exchange or wallet, you need real user acquisition.
Also see: 5 Token Launch Campaign Examples That Actually Worked
Brand Awareness Goals
- SoV (share of voice) vs competitors
- Branded search volume lift
- Awareness on sites like CoinGecko, CoinMarketCap, and top-tier media
- Useful for launches, ecosystem messaging, raising credibility pre-TGE
Conversion-Focused Goals
- Cost per signup, KYC, install, or funded wallet (KYC is listed here as a conversion because it’s often the first high-intent user action in crypto apps)
- Conversion rate from click to action
- Repeat behavior (swaps, mints, deposits)
- Needed post-launch, for onboarding, or during growth loops
Types of Ad Formats and How They Map to Each Goal
Banner & Display Ads (CPM)
- Best for: Visibility, top-line exposure
- Weak for: Onboarding, performance tracking
- Common use: Token launches, pre-listing hype
Native Ads
- Best for: Mid-funnel content, long-form education, or performance if well-targeted
- Depends on: Network placement, targeting controls
- Works for: Both awareness and conversions with the right setup
Sponsored Content & PR
- Best for: Long-term brand lift, SEO, and credibility
- Weak for: Short-term ROI
- When to use: Ecosystem storytelling, updates, founder messaging
Wallet-Based Targeting & On-Chain Intent
- Best for: Driving conversions from wallet-aware segments
- Requires: Attribution stack or partner that supports it
- Where to find it: Networks like Mintfunnel, some hybrid setups
Which Crypto Ad Networks Are Best for Brand Awareness?
These crypto advertising networks prioritize reach, brand presence, and high-visibility inventory. Use them when your goal is awareness and you’re working with a CPM model.
- Coinzilla
Premium crypto site placements. CPM-based. Commonly used for token launches. - Cointraffic
Strong inventory across European crypto publishers. Solid brand presence. CPM pricing. - Bitmedia
Broad crypto ad inventory with budget-friendly CPM rates. Useful for consistent visibility. - CoinAd
Curated, premium-only placements. Focused on reputation and trust. Good for higher-end projects. - Ad Dragon
Decentralized ad marketplace with display inventory and creator packages. Flexible and community-driven. - Mintfunnel
PR distribution bundled with top-tier crypto media placements. Designed for high-impact awareness campaigns.
Which Crypto Advertising Networks are Built for Conversions?
These ad networks are designed to drive actions—signups, funded wallets, deposits, or app installs. Use them when performance and cost per result matter more than reach.
- Mintfunnel
CPC and CPA pricing. Wallet-based targeting with bundled PR and native ad distribution. Built to support measurable conversions. - Brave Ads
Opt-in, browser-native ads shown to crypto-savvy users. High click-through rates. Strong choice for app installs and DApp user growth. - DOT Ads
Programmatic Web3 ad network. Built on decentralized infrastructure with performance optimization and transparent campaign control. - A-Ads (Anonymous Ads)
Bitcoin-based CPC network. Lightweight and anonymous. Good for direct traffic and performance testing. - TokenAd
Supports CPC campaigns with crypto-site placements. Mobile-optimized landing flows designed for onboarding and user action.
Also see: Crypto Ad Network Attribution: How to Know What Actually Drove the Mint or Wallet Connect
Case Scenario: Token Launch vs Exchange User Growth
Token Launch
You need reach. You’re building momentum and credibility. Use:
- Display ads on Coinzilla, Cointraffic
- Sponsored content across premium media
- Mintfunnel’s crypto PR distribution + native ad combo for combined visibility and crypto-native audience access
Exchange or Wallet User Acquisition
You need to increase user acquisition.Use:
- Conversion-focused platforms like Mintfunnel and Brave Ads. Mintfunnel works well here because it combines performance-focused buying with wallet-aware targeting and crypto-native placements.
- Native formats that route cleanly to signup flows
- Wallet-based targeting if you’re tracking transactions or deposits
Mistakes to Avoid when Choosing a Crypto Ad Network
Most wasted ad spend comes from one of three things: mismatched goals, poor tracking, or lazy network selection. These mistakes are common, but avoidable:
- Using CPM-based display when you need performance
CPM buys can help you gain visibility, but they’re the wrong tool if your goal is to drive signups, deposits, or transactions. If you’re paying for impressions, don’t expect conversions unless you’ve structured it intentionally with mid-funnel routing and measurement. - Ignoring attribution requirements
Many crypto ad networks stop at clicks or basic conversions. If you’re optimizing for on-chain behavior—wallet connections, swaps, deposits—you need attribution tools that go beyond pixel fires. Don’t assume the network provides this out of the box. - Choosing based on brand name, not targeting capabilities
Big-name networks aren’t always the best fit for your niche, region, or funnel stage. Look at audience quality, targeting options, and format control—not just who else uses it. - Assuming all “crypto” ad networks are performance-ready
Crypto-focused doesn’t mean optimized. Some networks simply bundle banners on a list of sites. That’s fine for awareness, but you’ll need more structure and support for performance campaigns. - Overfitting to crypto-only channels
In some cases, Web2 or hybrid channels deliver stronger engagement. Don’t limit yourself to crypto-only inventory without validating performance across segments.
I wrote about evaluating crypto ad networks in more details here: How To Vet a Crypto Ad Network Before You Burn Budget
Also check out this list of the most common mistakes we have seen during our agency work: The Top 5 Mistakes We See with Crypto Ad Network Campaigns
How to Test and Measure What Works
Even if you pick the right networks, weak tracking and unclear goals will block results. Here’s how to actually run media that performs.
- Core metrics to track
CTR (click-through rate), CVR (conversion rate), CPA (cost per action), bounce rate, funded-wallet rate, time-to-fund - Set up tracking before launch
Use UTM parameters, postback URLs, and attribution tools that support on-chain events if needed. Match ad campaigns to campaign IDs in your analytics platform. - A/B test creatives per network
Don’t reuse the same asset across five networks. Test different messages, formats, and CTAs. Also test variations in landing pages—especially mobile flows. - Match the ad format to the funnel stage
Banner views don’t convert cold traffic to funded wallets. Use banners for reach and retargeting. Use native and wallet-aware placements for performance. Keep flows short. Don’t send paid traffic to cluttered, multi-step forms.
Conclusion: Match the Network to the Mission
Crypto advertising networks aren’t built around your goals. They sell formats, inventory, and traffic. Whether they drive awareness or conversions depends entirely on how you structure the campaign. The difference comes down to clarity: know what you’re optimizing for, pick networks that match, and hold them accountable with real metrics.
If you need reach, buy for visibility. If you need signups or funded wallets, buy for performance. Don’t treat all networks as interchangeable, and don’t assume impressions lead to outcomes.
Run both types of campaigns, but run them differently.
- Plan campaigns around a single KPI
- Split budget accordingly
- Use awareness networks for reach
- Use conversion networks for performance
- Test and reallocate weekly
Mintfunnel is one of the few crypto-native networks that supports both sides. It offers CPC-based buying for conversion-focused campaigns and includes native placements and PR distribution across trusted crypto media for visibility.
But picking a network isn’t the whole job. Media needs direction. Coinbound’s crypto PR and Web3 marketing team works directly with your growth team to plan and operate full-funnel systems: combining paid media, creator campaigns, influencer programs, and attribution into one strategy. If you’re trying to scale without wasting budget, our crypto marketing agency makes sure every piece of your spend is doing its job.
