Industries

The line between restricted and unrestricted is drawn by platforms, not by law, and it moves. A vertical that needed a written exemption last year can run on an ordinary account this year, and something unremarkable gets added to the prohibited list after one news cycle.

That is why we work both sides instead of specialising in whichever is currently more profitable. A team that only knows restricted buying reads every setback as policy. A team that has never touched it mistakes a review queue for a bug. Working across the line is how you tell the difference between an account that was banned and a funnel that was simply bad.

On the restricted side the binding constraint is permission, and it takes a different shape in each category. iGaming on Meta needs written authorisation plus a licence valid per country. Finance and insurance sit behind a special ad category that removes most targeting. Employment does too, which surprises every recruiter who meets it. Health and nutra live or die on what the landing page claims. The buying itself is no harder than anywhere else — the setup around it is, and that is where budgets disappear.

On the unrestricted side the binding constraint is competition. Nobody is going to remove the account; everybody is bidding on the same terms. The operators are the same people, and the habits formed under a review queue — spend spread across assets, creative produced in batches, tracking that survives a broken pixel — turn out to be ordinary good practice once nothing is trying to shut you down.

Pick a vertical below to see how it actually runs. If yours is not listed, it is usually close enough to one that is.