Top push ad networks

Dating Ads Guide: Top GEOs, Creatives and Ideas in 2024

Dating is a no-brainer nowadays, especially when users have access to the Internet. Online dating providers are predicted to have 452,5 million users by 2028, according to Statista. And this is obvious why – dating websites and apps make it easy for people to find love or avoid being lonely at least. While singles strive for their dreams to come true, affiliates pursue another goal – raking in the dough on dating offers.

If you are partial to the most romantic offers in affiliate marketing, stay on top of the dating vertical with our guide. We’ll talk about types of dating offers and strategies for their advertising.

Dating in Affiliate Marketing 

Based on users’ preferences, there are 2 types of dating offers:

Mainstream Dating – platforms and apps where people are commonly focused on balanced relationships and family building. 

Some are looking for a fleeting affair or a sexual partner there, nonetheless, the call-to-action of similar offers sounds like “Feeling lonely?” or something else that doesn’t directly imply sex dating.

Adult Dating – offers straightly related to dates for intimacy. Sex dating platforms alleviate life for people who enjoy staying alone but long to satisfy their basic needs, not hiding behind the search for a soul mate. 


Currently, users can seemingly pick their ideal partner as if customizing a game character. They have the freedom to choose appearance, age, life values, and even nationality if they desire. 

Different strokes for different folks.

Dating preferences are diverse

Diverse target audiences explain the variety of dating offers, in both Adult and Mainstream.

If you want to get more insights into the target audience of dating offers, here are some statistics:

Source: PYMNTS

Examples of renowned dating websites having affiliate programs:

  • eHarmony – an established online dating platform that matches individuals based on their compatibility;
  • Silver Singles – a dating site tailored to singles aged 50+;
  • Christian Mingle – Christian singles looking for Christian dating are invited to use this dating site;
  • SingleParentMeet –  single parents are looking for other single parents;
  • AdultFriendFinder – a major community for sex dating tolerant to LGBT folks and amateurs of alternatives to intimate relations (swinging couples, threesomes, etc.)

Find more dating offers in affiliate networks:

Common dating apps in 2023, according to CNN: Tinder, Bumble, Plenty of Fish, Grindr and Facebook Her.

Swipe left, swipe right – and a single is more likely to put an end to loneliness, despite their age, children from a previous marriage or gender orientation. This is why dating offers have become incredibly sought-after and valuable, catering to the different needs and desires of individuals.

Dating Advertising Payout Models

When promoting dating offers, affiliates earn payouts based on the following models:

  • SOI (Single Opt-In) – the conversion gets done provided that a user leaves the email. Nothing else is required;
  • DOI (Double Opt-In) – affiliates earn a commission when a customer verifies their sign-up via email or other means;
  • CPL (Cost Per Lead) – the umbrella term for SOI (Single Opt-In) and DOI (Double Opt-In);
  • CPS (Cost Per Sale) – sale in the dating industry usually stands for buying a subscription or premium access to dating app (website) options. Since most dating platforms rely on subscriptions to earn money, this model is common;
  • RevShare (Revenue Share) – affiliates get a portion of the revenue from dating platforms they endorse;

From the outside, it looks like people just chat and meet up through dating platforms. However, the industry has a well-thought-out monetization strategy. Dating websites and app owners find plenty of ways to encourage users to pay for additional features. For example, a paid subscription to Tinder grants unlimited likes, access to partner searches worldwide, and many other privileges. 

How to Advertise Dating Offers

Facebook is a common traffic source when it comes to promoting dating offers. This channel makes reaching the target audience as efficient as possible due to such targeting options as GEO, gender, interests and age. However, it’s important to note that Facebook along with the rest of social media isn’t a one-size-fits-all solution. 

Despite the definite advantage in terms of targeting capabilities, social networks might not be effective for some offers. They, for example, prohibit the advertising of sex dating offers, leading to such campaigns being blocked. And their audience isn’t diverse enough – the main audience on Facebook, tends to be individuals up to the age of 35 while there are some offers aimed at older users. 

The major Facebook audience is 25-34 aged users

To sum up, it makes sense to search for alternative traffic sources:

  • Google UAC;
  • Ad networks;
  • Youtube Short;
  • SEO.

Viable alternatives to Facebook are ad networks inviting affiliates to promote their offers on publishers’ websites. Publishers increase traffic, advertisers attract leads, and there are almost no restrictions – how do you like that? Plus, ad networks furnish various ad formats to maximize their ad coverage and prevent users from becoming bored.

Catch up the best dating ad networks in this post:

The following formats work well to promote dating offers:

  • Push and in-page push ads. 

Push notifications operate on a subscription model, and are disguised as messages from social media or directly dating apps. This way customer experience is still modeled at the stage of the first touch with an ad. Make sure, the contact with an ad will happen as notifications are delivered right to devices, assuming that Internet connection is. Anyhow, users see the ad when they go online. 

While push ads are out of sight of iOS users because of subscription-based technology, in-page push format is a more innovative counterpart encompassing all users by device options. 

  • Native ads.

Native advertising in conjunction with a dating offer is a perfect match! It seamlessly blends in with the content of the platform where it appears, creating a non-disruptive and engaging experience for the users. Whether it’s a heartwarming story of a happy marriage or a fun quiz to discover one’s ideal partner, native ads enable you to experiment with different content formats and approach ideas, which can significantly boosts engagement and CTRs.

  • Pops.

Dating is a niche that thrives on impulse decisions and emotional connections. Pop ads cater to these aspects by presenting ads that grab the user’s attention almost instantly. Inherently, pops are ads appearing as a separate window or overlay. They have a knack for creating a sense of urgency and excitement, pushing users to act swiftly.

Warning! You’d better get the ethos behind the vertical within the certain ad network you collaborate with.

Sometimes, dating offers are associated with both mainstream and adult offers. However, other networks permit the promotion of 18+ offers specifically categorized as “Adult.” Furthermore, not all traffic sources may be compatible with running adult dating offers. For comprehensive details on these issues, it’s advisable to consult your manager.

TOP GEOs for Dating Advertising 

Affiliates give top priority to tier-1 countries because they are indeed the best geos for lead generation. Probably, the hustle culture in these countries can sometimes take a toll on the personal lives of their residents. According to SimilarWeb data for June 2023, a significant portion of the audience for the most popular dating apps, such as Tinder and Bumble, comes from the United States. 

Learn what cities most singles live in the USA in the recent Thriving Center of Psychology survey.

The USA is the top GEOs for dating offers, but highly competitive

Going to test the waters only? Target tier-2 and tier-3 countries, putting off the conquest of tie-1 geos. In some of these geos, the demand for dating offers is very high, while the competition is lower than in more developed countries. 

Increasingly common GEOs for Dating:

  • USA;
  • Germany;
  • UK;
  • France;
  • Japan;
  • China;
  • India;
  • Brazil.

According to Statista forecasts for 2023, users from these regions are expected to spend on dating within apps and platforms more than others.

Take special note of South Africa. This GEO gains traction – most “dating online” queries come from this region over the last 3 months, by Google Trends. Users who quest for dating online tend to search “dating coach” as well. The top countries interested in dating coaching are Austria, Singapore, Australia and the USA. 

When choosing geos, you can also consider focusing on divorce rates by geos.

Tips on Compelling Dating Campaigns: Targeting and Creatives

Dating in affiliate marketing is almost all about making creatives. The campaign might fail if the creative is poor. Let’s get up to speed what creatives generate results.

Dating Creatives: Best Practices

The common recommendation is to keep in mind the diversity in terms of gender orientation, appearance preferences and so on. Test 3-5 or more variations to come by a working bundle. You may combine this dogma approach with trend ideas on promoting dating offers. Here are some of these trends.

Show the diversity (by gender, race, etc.)

Before you follow the tip: learn your target audience. There are a lot of specific offers related to the same audience, for example, dating websites for black people or older persons. 

Unless you have restrictions linked to the target audience, use it to showcase the world’s diversity! Certainly, baby boomers and seniors are a minority among users of dating platforms, but audiences by race are approximately equal, as Pew Research said. 

Include LGBT couples in your creatives, especially if you are promoting a dating app. Pew Research shows that LGBT adults use dating apps twice as much. 

Imitate personal messages

Making a push notification look personal is a smart move. This tactic creates a stronger emotional connection with users, increasing the likelihood of ramping up user engagement and conversion rates. Including open-ended questions, e.g. “What’s your ideal date spot?” boosts your conversion chances.

Make girls from creatives more decisive

Together with gorgeous girls, add texts that include invitations, such as “can we chat?” or “let’s meet”. It’s a well-known fact that many guys can be incredibly hesitant when it comes to dating, especially if they have little experience or have been single for a while. Hence, this approach can encourage dating engagement.

Make sure you don’t mislead anyone

Creative promising one-night sex with a hot babe that leads to the ordinary website for mainstream dating is what we call misleading. You would observe high CTRs but almost zero conversions, unfortunately. 

Landings and pre-landings

The same practice goes to landings – test variations and their bundles with creatives to find the perfect fit. Classic approach with beautiful girls runs like clockwork. Add a clear call-to-action and you’re ready to go!

To get better dating traffic, you can redirect users to pre-landings first. Try to interact with the audience using questions that don’t call for putting in an effort. The more actions the user need to take, the more high quality traffic you can receive. But consider actions should be simple as possible to keep the user motivated. 

If you launch sex dating offers, use questions like “are you 18?” to filter out the ill-suited. 

Dating Targeting: How to design a winning strategy

Mostly, best practices on dating campaign setup bail down to recommendations from ad networks. Targeting strategies can greatly differ based on the selected traffic source. Tips may range from broadening your targeting to reach a wider audience to adopting a more focused approach by restricting your campaign to specific whitelists.

Here are 3 key ideas you can base your offer launch on.

Request whitelists

Running RON campaigns is evergreen advice in affiliate marketing. But given the specifics of some offers, a smarter approach can be requesting whitelists and excluding non-performing traffic sources by placing them on the blacklist.

Be mindful of traffic segmentation

Most ad networks segment traffic by quality, distinguishing such groups as Premium, Standard, Low (roughly). Some propose running dating offers on premium sources only, especially if you target tier-1 GEOs, otherwise, the campaign would fail. The opposite can be true as well. You will most likely receive this information from the manager.

Target adult sources

The target audience of adult websites and those for your dating offer can wind up matching. Some singles are used to hang on adult websites to brighten their loneliness. So dating offers can give a single solution rather than temporary relief. Moreover, it’s easy to scale a mainstream dating campaign with adult traffic (but not vice-versa).

Final Thoughts

When launching dating advertising campaigns, it’s essential to be mindful of inclusivity, creativity, and ethics in your creatives. Targeting the right GEOs, considering local culture and trends, and experimenting with landings and pre-landings can yield high-quality traffic.

Whether you’re a seasoned affiliate marketer or just starting out, these insights can guide you to make more informed decisions and develop compelling dating campaigns.

Anna Mardas
Anna Mardas brought together her background as a copywriter in digital marketing. Now, she's got a solid grasp on affiliate marketing, especially when it comes to understanding the following niches: Gambling, Adult, Dating, Sweepstakes and Crypto. Anna stands out for her thorough research and insightful reviews of ad networks, offering her readers valuable knowledge.

Dating is a no-brainer nowadays, especially when users have access to the Internet. Online dating providers are predicted to have 452,5 million users by 2028, according to Statista. And this is obvious why – dating websites and apps make it easy for people to find love or avoid being lonely at least. While singles strive for their dreams to come true, affiliates pursue another goal – raking in the dough on dating offers.

If you are partial to the most romantic offers in affiliate marketing, stay on top of the dating vertical with our guide. We’ll talk about types of dating offers and strategies for their advertising.

Dating in Affiliate Marketing 

Based on users’ preferences, there are 2 types of dating offers:

Mainstream Dating – platforms and apps where people are commonly focused on balanced relationships and family building. 

Some are looking for a fleeting affair or a sexual partner there, nonetheless, the call-to-action of similar offers sounds like “Feeling lonely?” or something else that doesn’t directly imply sex dating.

Adult Dating – offers straightly related to dates for intimacy. Sex dating platforms alleviate life for people who enjoy staying alone but long to satisfy their basic needs, not hiding behind the search for a soul mate. 


Currently, users can seemingly pick their ideal partner as if customizing a game character. They have the freedom to choose appearance, age, life values, and even nationality if they desire. 

Different strokes for different folks.

Dating preferences are diverse

Diverse target audiences explain the variety of dating offers, in both Adult and Mainstream.

If you want to get more insights into the target audience of dating offers, here are some statistics:

Source: PYMNTS

Examples of renowned dating websites having affiliate programs:

  • eHarmony – an established online dating platform that matches individuals based on their compatibility;
  • Silver Singles – a dating site tailored to singles aged 50+;
  • Christian Mingle – Christian singles looking for Christian dating are invited to use this dating site;
  • SingleParentMeet –  single parents are looking for other single parents;
  • AdultFriendFinder – a major community for sex dating tolerant to LGBT folks and amateurs of alternatives to intimate relations (swinging couples, threesomes, etc.)

Find more dating offers in affiliate networks:

Common dating apps in 2023, according to CNN: Tinder, Bumble, Plenty of Fish, Grindr and Facebook Her.

Swipe left, swipe right – and a single is more likely to put an end to loneliness, despite their age, children from a previous marriage or gender orientation. This is why dating offers have become incredibly sought-after and valuable, catering to the different needs and desires of individuals.

Dating Advertising Payout Models

When promoting dating offers, affiliates earn payouts based on the following models:

  • SOI (Single Opt-In) – the conversion gets done provided that a user leaves the email. Nothing else is required;
  • DOI (Double Opt-In) – affiliates earn a commission when a customer verifies their sign-up via email or other means;
  • CPL (Cost Per Lead) – the umbrella term for SOI (Single Opt-In) and DOI (Double Opt-In);
  • CPS (Cost Per Sale) – sale in the dating industry usually stands for buying a subscription or premium access to dating app (website) options. Since most dating platforms rely on subscriptions to earn money, this model is common;
  • RevShare (Revenue Share) – affiliates get a portion of the revenue from dating platforms they endorse;

From the outside, it looks like people just chat and meet up through dating platforms. However, the industry has a well-thought-out monetization strategy. Dating websites and app owners find plenty of ways to encourage users to pay for additional features. For example, a paid subscription to Tinder grants unlimited likes, access to partner searches worldwide, and many other privileges. 

How to Advertise Dating Offers

Facebook is a common traffic source when it comes to promoting dating offers. This channel makes reaching the target audience as efficient as possible due to such targeting options as GEO, gender, interests and age. However, it’s important to note that Facebook along with the rest of social media isn’t a one-size-fits-all solution. 

Despite the definite advantage in terms of targeting capabilities, social networks might not be effective for some offers. They, for example, prohibit the advertising of sex dating offers, leading to such campaigns being blocked. And their audience isn’t diverse enough – the main audience on Facebook, tends to be individuals up to the age of 35 while there are some offers aimed at older users. 

The major Facebook audience is 25-34 aged users

To sum up, it makes sense to search for alternative traffic sources:

  • Google UAC;
  • Ad networks;
  • Youtube Short;
  • SEO.

Viable alternatives to Facebook are ad networks inviting affiliates to promote their offers on publishers’ websites. Publishers increase traffic, advertisers attract leads, and there are almost no restrictions – how do you like that? Plus, ad networks furnish various ad formats to maximize their ad coverage and prevent users from becoming bored.

Catch up the best dating ad networks in this post:

The following formats work well to promote dating offers:

  • Push and in-page push ads. 

Push notifications operate on a subscription model, and are disguised as messages from social media or directly dating apps. This way customer experience is still modeled at the stage of the first touch with an ad. Make sure, the contact with an ad will happen as notifications are delivered right to devices, assuming that Internet connection is. Anyhow, users see the ad when they go online. 

While push ads are out of sight of iOS users because of subscription-based technology, in-page push format is a more innovative counterpart encompassing all users by device options. 

  • Native ads.

Native advertising in conjunction with a dating offer is a perfect match! It seamlessly blends in with the content of the platform where it appears, creating a non-disruptive and engaging experience for the users. Whether it’s a heartwarming story of a happy marriage or a fun quiz to discover one’s ideal partner, native ads enable you to experiment with different content formats and approach ideas, which can significantly boosts engagement and CTRs.

  • Pops.

Dating is a niche that thrives on impulse decisions and emotional connections. Pop ads cater to these aspects by presenting ads that grab the user’s attention almost instantly. Inherently, pops are ads appearing as a separate window or overlay. They have a knack for creating a sense of urgency and excitement, pushing users to act swiftly.

Warning! You’d better get the ethos behind the vertical within the certain ad network you collaborate with.

Sometimes, dating offers are associated with both mainstream and adult offers. However, other networks permit the promotion of 18+ offers specifically categorized as “Adult.” Furthermore, not all traffic sources may be compatible with running adult dating offers. For comprehensive details on these issues, it’s advisable to consult your manager.

TOP GEOs for Dating Advertising 

Affiliates give top priority to tier-1 countries because they are indeed the best geos for lead generation. Probably, the hustle culture in these countries can sometimes take a toll on the personal lives of their residents. According to SimilarWeb data for June 2023, a significant portion of the audience for the most popular dating apps, such as Tinder and Bumble, comes from the United States. 

Learn what cities most singles live in the USA in the recent Thriving Center of Psychology survey.

The USA is the top GEOs for dating offers, but highly competitive

Going to test the waters only? Target tier-2 and tier-3 countries, putting off the conquest of tie-1 geos. In some of these geos, the demand for dating offers is very high, while the competition is lower than in more developed countries. 

Increasingly common GEOs for Dating:

  • USA;
  • Germany;
  • UK;
  • France;
  • Japan;
  • China;
  • India;
  • Brazil.

According to Statista forecasts for 2023, users from these regions are expected to spend on dating within apps and platforms more than others.

Take special note of South Africa. This GEO gains traction – most “dating online” queries come from this region over the last 3 months, by Google Trends. Users who quest for dating online tend to search “dating coach” as well. The top countries interested in dating coaching are Austria, Singapore, Australia and the USA. 

When choosing geos, you can also consider focusing on divorce rates by geos.

Tips on Compelling Dating Campaigns: Targeting and Creatives

Dating in affiliate marketing is almost all about making creatives. The campaign might fail if the creative is poor. Let’s get up to speed what creatives generate results.

Dating Creatives: Best Practices

The common recommendation is to keep in mind the diversity in terms of gender orientation, appearance preferences and so on. Test 3-5 or more variations to come by a working bundle. You may combine this dogma approach with trend ideas on promoting dating offers. Here are some of these trends.

Show the diversity (by gender, race, etc.)

Before you follow the tip: learn your target audience. There are a lot of specific offers related to the same audience, for example, dating websites for black people or older persons. 

Unless you have restrictions linked to the target audience, use it to showcase the world’s diversity! Certainly, baby boomers and seniors are a minority among users of dating platforms, but audiences by race are approximately equal, as Pew Research said. 

Include LGBT couples in your creatives, especially if you are promoting a dating app. Pew Research shows that LGBT adults use dating apps twice as much. 

Imitate personal messages

Making a push notification look personal is a smart move. This tactic creates a stronger emotional connection with users, increasing the likelihood of ramping up user engagement and conversion rates. Including open-ended questions, e.g. “What’s your ideal date spot?” boosts your conversion chances.

Make girls from creatives more decisive

Together with gorgeous girls, add texts that include invitations, such as “can we chat?” or “let’s meet”. It’s a well-known fact that many guys can be incredibly hesitant when it comes to dating, especially if they have little experience or have been single for a while. Hence, this approach can encourage dating engagement.

Make sure you don’t mislead anyone

Creative promising one-night sex with a hot babe that leads to the ordinary website for mainstream dating is what we call misleading. You would observe high CTRs but almost zero conversions, unfortunately. 

Landings and pre-landings

The same practice goes to landings – test variations and their bundles with creatives to find the perfect fit. Classic approach with beautiful girls runs like clockwork. Add a clear call-to-action and you’re ready to go!

To get better dating traffic, you can redirect users to pre-landings first. Try to interact with the audience using questions that don’t call for putting in an effort. The more actions the user need to take, the more high quality traffic you can receive. But consider actions should be simple as possible to keep the user motivated. 

If you launch sex dating offers, use questions like “are you 18?” to filter out the ill-suited. 

Dating Targeting: How to design a winning strategy

Mostly, best practices on dating campaign setup bail down to recommendations from ad networks. Targeting strategies can greatly differ based on the selected traffic source. Tips may range from broadening your targeting to reach a wider audience to adopting a more focused approach by restricting your campaign to specific whitelists.

Here are 3 key ideas you can base your offer launch on.

Request whitelists

Running RON campaigns is evergreen advice in affiliate marketing. But given the specifics of some offers, a smarter approach can be requesting whitelists and excluding non-performing traffic sources by placing them on the blacklist.

Be mindful of traffic segmentation

Most ad networks segment traffic by quality, distinguishing such groups as Premium, Standard, Low (roughly). Some propose running dating offers on premium sources only, especially if you target tier-1 GEOs, otherwise, the campaign would fail. The opposite can be true as well. You will most likely receive this information from the manager.

Target adult sources

The target audience of adult websites and those for your dating offer can wind up matching. Some singles are used to hang on adult websites to brighten their loneliness. So dating offers can give a single solution rather than temporary relief. Moreover, it’s easy to scale a mainstream dating campaign with adult traffic (but not vice-versa).

Final Thoughts

When launching dating advertising campaigns, it’s essential to be mindful of inclusivity, creativity, and ethics in your creatives. Targeting the right GEOs, considering local culture and trends, and experimenting with landings and pre-landings can yield high-quality traffic.

Whether you’re a seasoned affiliate marketer or just starting out, these insights can guide you to make more informed decisions and develop compelling dating campaigns.

Anna Mardas
Anna Mardas brought together her background as a copywriter in digital marketing. Now, she's got a solid grasp on affiliate marketing, especially when it comes to understanding the following niches: Gambling, Adult, Dating, Sweepstakes and Crypto. Anna stands out for her thorough research and insightful reviews of ad networks, offering her readers valuable knowledge.

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