H5 Game Ads: Boost Revenue with Google Ad Manager and AdSense

HTML5 (H5) games are lightweight, web-based games that run directly in the browser – no app install required. They work across mobile, desktop, and even connected TVs, making them one of the most accessible gaming formats available today.

For publishers who host H5 games, Google offers dedicated ad formats designed specifically for the in-game experience. These H5 game ad formats are available through both Google AdSense and Google Ad Manager, but they need to be explicitly enabled – and the platform you choose makes a real difference to your bottom line.

What Are H5 Game Ad Formats?

H5 game ads are purpose-built for the gaming environment. Unlike standard display ads, they integrate into natural gameplay moments – between levels, during pauses, or as opt-in rewards. Google supports several creative types within these formats:

• TrueView video – Click-to-play, sound-on video ads served within interstitial and rewarded placements. Available in both AdSense and Ad Manager.
• VAST video – Video creatives that play automatically with sound inside interstitial and rewarded formats.
• Display and text ads – Image and text creatives, including Responsive Display ads from Google Ads.

The two main placement types are:

Interstitial ads – Full-screen ads shown at natural transition points in gameplay (e.g., between levels or during loading screens).

Rewarded ads – Users voluntarily watch a full-screen ad in exchange for an in-game reward such as extra lives, hints, or coins. This opt-in model tends to deliver strong engagement and high CPMs because users actively choose to watch.

AdSense for H5 Games: Simple and Automated

Google positions AdSense for H5 games as the “self-driving car” approach – implement it and let Google handle the optimization. Key features include:

• Easy integration – Designed for rapid deployment using two key functions: adConfig() for placing ads within the game, and adBreak() for communicating the game’s configuration to the Ad Placement API.
• Cross-platform compatibility – Works across mobile and desktop. Supports AdMob webview monetization via the Google Mobile Ads SDK on Android and AdSense on iOS.
• Automated optimization – Google’s ad tech automatically optimizes performance and revenue based on gameplay and user interaction patterns.

AdSense is a solid starting point, especially for smaller publishers or those who want a low-maintenance setup. However, it comes with limitations in terms of demand access and pricing control.

Ad Manager for H5 Games: More Demand, More Control

Google Ad Manager takes a different approach – it gives publishers full control over their monetization strategy. This is where publishers can unlock significantly better performance:

• Broader demand access – Ad Manager connects to a wider array of demand sources, including Google Ads, DV360, and third-party networks through Open Bidding. More competition for your inventory means higher CPMs.
• Price floor optimization – Sophisticated features like price floors and bid cards let you set minimum prices for your ad inventory. This prevents underselling and ensures you capture the true market value of your H5 game placements.
• Direct sales capability – Manage direct-sold campaigns alongside programmatic demand, giving you the flexibility to negotiate premium deals with advertisers who want to reach your gaming audience.
• Partner-driven triggering – Control exactly when ads appear with publisher-specified ad timing, ensuring a seamless gaming experience that doesn’t frustrate players.

For Ad Manager implementation, Google recommends using the Google Publisher Tag (GPT) library with standard ad unit sizes (320×480, 300×250, 336×280) for interstitials, and always using the manual trigger method for precise ad placement control.

Why Ad Manager Outperforms AdSense for H5 Games

The performance gap between Ad Manager and AdSense for H5 game ads comes down to two factors:

1. More demand = higher CPMs. AdSense only accesses Google’s own demand. Ad Manager opens your inventory to Google Ads, DV360, third-party networks via Open Bidding, and your own direct deals. When more buyers compete for the same impression, prices go up.

2. Price floor optimization. With Ad Manager, you can set floor prices that prevent your inventory from selling below a certain threshold. This is particularly valuable for rewarded ad placements, which typically command premium CPMs due to their high engagement rates.

How to Get Started: The Allowlisting Process

H5 game ad formats are not enabled by default – you must have H5 games implemented on your website to be eligible. Google requires an allowlisting process that includes:

1. Account review – Your AdSense or Ad Manager account is evaluated.
2. Domain review – Google verifies that your site hosts actual H5 games (written gaming content alone does not qualify – you need playable games).
3. Game review – Individual games are reviewed for policy compliance.

For managed accounts (those with a dedicated Google Account Manager), you can reach out directly for application next steps. Unmanaged accounts can apply through Google’s interest forms.

An important eligibility note: H5 game ads will only be displayed on websites that actually feature playable H5 games. Sites with written gaming content (such as game reviews) are not eligible. However, such sites are ideal candidates for adding a games section to unlock these high-value ad formats.

How Clickio Can Help

Setting up H5 game ad monetization – especially through Ad Manager – involves technical implementation, demand configuration, price floor strategy, and ongoing optimization. This is where Clickio comes in.

As a Google Certified Publishing Partner, Clickio can offer publishers access to H5 game ad formats through its Ad Manager setup. This means publishers benefit from:

• Professional Ad Manager configuration for H5 game placements, including GPT setup, ad unit trafficking, and line item management.
• Optimized price floors managed by Clickio’s monetization team to maximize revenue from every impression.
• Access to broader demand through Clickio’s existing Ad Manager relationships and Open Bidding partnerships.
• Balanced in-game and on-page monetization – Clickio helps find the right mix between H5 game ad formats (interstitials, rewarded ads) and traditional on-page display ads. Running too many in-game ads can hurt retention, while neglecting on-page placements leaves money on the table. Clickio optimizes both channels together to maximize total revenue without compromising the player experience.
• Ongoing optimization so publishers can focus on their games while Clickio handles the ad tech.

Whether you already have H5 games on your site or are considering adding them, Clickio can guide you through the allowlisting process and help you unlock the full revenue potential of H5 game ads.

Interested in monetizing your H5 games with higher-performing ad formats? Sign up with Clickio today to unlock Ad Manager H5 game ads and boost your revenue.