Navigating the digital advertising landscape as a Web3 company presents an eye-opening and often frustrating challenge. Despite being fully registered and compliant businesses — many of which are not financial institutions — Web3 companies encounter significant roadblocks across both Web2 and Web3 advertising platforms. Experiences with Google Ads, Meta, X (formerly Twitter), and Web3-native advertising options highlight a systemic bias that makes paid acquisition nearly impossible for Web3 projects.

Web2 Advertising Platforms: A Maze of Restrictions

Meta Ads: The Least Web3-Friendly Platform

Meta has proven to be one of the most restrictive platforms. Even when all required documentation is provided, ads are consistently flagged, and accounts often face restrictions. The most frustrating aspect is the inability to reach a human agent for clarification or resolution. Meta’s automated review system appears designed to block anything remotely associated with Web3, regardless of the business model or compliance status.

Google Ads: Mysterious Suspensions Without Recourse

Google Ads initially allows some campaigns to run, but many Web3 businesses experience sudden account suspensions with vague messages such as:

“Your account is suspended. Your account violated the Unacceptable Business Practices policy.”

The listed reasons often include broad infractions such as misleading users, phishing, or impersonation — none of which apply to many legitimate businesses. Registered service providers that do not engage in financial activities or deceptive practices are still impacted.

Despite submitting multiple appeals, businesses often find that every request is denied without meaningful feedback. Automated responses offer no insight into what policies were violated, nor is there a path to escalate the issue or speak with a human representative. Even attempting to create a new account becomes impossible — once flagged, any new accounts linked to the same business are automatically suspended.

X (formerly Twitter) Ads: A Slightly Better Experience

Among Web2 platforms, X Ads has been the least problematic but still presents challenges. Some campaigns are approved initially but later blocked, even when avoiding crypto-related terminology. The one advantage of X Ads is that escalations may eventually lead to human support. However, repeated disruptions make it difficult to maintain a long-term advertising strategy.

Web3 Advertising Platforms: Not a Viable Alternative

Given the challenges with Web2 platforms, many businesses turn to Web3-native advertising solutions, hoping for a more accommodating environment. Unfortunately, these platforms also present obstacles.

Brave Search Ads: Locked Out Due to Google’s Policies

Brave recently launched Search Engine Marketing (SEM), which initially seemed like a promising alternative. However, many Web3 businesses report receiving a disheartening response:

“I’m afraid your company doesn’t qualify for Brave Search Ads.”

When seeking clarification, businesses have been told:

“At the moment, we are only able to work with advertisers who have significant spends on Google PPC ads.”

In other words, Brave — touted as a Web3-friendly platform — uses Google Ads as a benchmark for legitimacy. Given that Google has suspended many Web3 business accounts without clear justification, this effectively means Brave’s ad platform is also inaccessible.

When questioned further, Brave’s response has been:

“Our browser ads perform great for crypto advertisers, and our search ads aren’t offered to 99.9% of crypto advertisers. This is our policy. You can reach our audience via the browser ads. The minimum spending per month being $10,000.”

The irony is striking — a Web3-native platform, which should be championing alternative marketing channels, instead enforces policies that exclude the very projects Web3 was designed to empower.

Conclusion: Web2 Advertising Platforms Are Stifling Web3 Growth

Many legitimate, compliant Web3 companies with the budget to run ad campaigns are actively prevented from reaching their audiences. Meta, Google, and X impose arbitrary restrictions on Web3 businesses, often without explanation or recourse. Meanwhile, Web3-native platforms, like Brave, rely on the same exclusionary Web2 infrastructure for legitimacy.

This is not an isolated issue — it is a systemic problem impacting the entire Web3 ecosystem. If paid acquisition remains inaccessible, Web3 businesses will be forced to rely solely on organic growth, word-of-mouth, and community-driven marketing, putting them at a significant disadvantage compared to Web2 competitors.

The advertising industry must evolve. Web3 is here to stay, and platforms that continue to block or stifle legitimate projects risk alienating the very businesses that could bring value to their ecosystems. Until change happens, Web3 companies will continue to face unnecessary hurdles in an already challenging market.

Businesses that have faced similar struggles should come together to push for greater transparency and fairer advertising policies.

Alternative Solutions for Web3 Businesses

Given the restrictive nature of traditional advertising platforms, many Web3 businesses have turned to alternative marketing strategies, including:

• • • • • • • Key Opinion Leaders (KOLs) in the industry — Partnering with well-respected figures in the Web3 space can help reach engaged audiences without reliance on paid ads. For example, influencers or channels such as CryptoBanter and Cobie have built strong communities that provide organic reach and trust.
    • Famous celebrities — Endorsements from widely recognized figures can boost credibility and visibility. Some Web3 projects have leveraged high-profile personalities like Snoop Dogg, Paris Hilton, and Gary Vaynerchuk to bring attention to their brands.
    • Word-of-Mouth Marketing — Leveraging community engagement and organic advocacy remains one of the most effective ways to spread awareness. Platforms such as Discord, Telegram, and Twitter Spaces allow brands to nurture and activate their communities.
    • Social Media Agencies — Specialized agencies with experience in Web3 marketing can help navigate the complexities of platform restrictions while maximizing reach through organic and paid alternatives. Agencies like Coinbound and MarketAcross focus specifically on blockchain and crypto marketing.
    • Attribution and Tracking Tools — Since traditional ad platforms limit access, Web3 businesses rely on specialized tracking tools to measure campaign performance and optimize marketing efforts. Solutions like Spindl, Dune Analytics, and Footprint Analytics help track user engagement, conversions, and attribution in a decentralized marketing landscape.

While paid acquisition remains a challenge, these strategies and tools allow Web3 businesses to build brand awareness, expand their reach, and drive user adoption in an increasingly competitive market.