diff --git a/apps/web/src/components/ad-placeholder.tsx b/apps/web/src/components/ad-placeholder.tsx
new file mode 100644
index 0000000..7fabde3
--- /dev/null
+++ b/apps/web/src/components/ad-placeholder.tsx
@@ -0,0 +1,25 @@
+import { cn } from "@/lib/utils";
+
+interface AdPlaceholderProps {
+  width?: string;
+  height?: string;
+  label?: string;
+  className?: string;
+}
+
+export function AdPlaceholder({ width, height, label = "Ad", className }: AdPlaceholderProps) {
+  return (
+    <div
+      className={cn(
+        "flex flex-col items-center justify-center gap-1 border border-dashed border-[#3a3a3a] bg-[#181818] text-[#444]",
+        className
+      )}
+      style={{ width, height }}
+    >
+      <span className="text-[9px] font-bold uppercase tracking-widest text-[#3a3a3a]">
+        Advertisement
+      </span>
+      <span className="text-[10px] text-[#444]">{label}</span>
+    </div>
+  );
+}
diff --git a/apps/web/src/components/house-ad.tsx b/apps/web/src/components/house-ad.tsx
new file mode 100644
index 0000000..162bc4f
--- /dev/null
+++ b/apps/web/src/components/house-ad.tsx
@@ -0,0 +1,153 @@
+import { useAuth } from "@/context/auth-context";
+import { cn } from "@/lib/utils";
+import { Link } from "@tanstack/react-router";
+import { Gift, TrendingDown, Trophy } from "lucide-react";
+
+interface HouseAdProps {
+  variant: "banner" | "tower";
+  className?: string;
+}
+
+export function HouseAd({ variant, className }: HouseAdProps) {
+  const { user, isPending } = useAuth();
+
+  if (isPending) {
+    return (
+      <div
+        className={cn(
+          "animate-pulse rounded bg-[#1a1a1a]",
+          variant === "banner" ? "h-[90px] w-full" : "h-[600px] w-full",
+          className
+        )}
+      />
+    );
+  }
+
+  if (!user) {
+    return <SignUpAd variant={variant} className={className} />;
+  }
+
+  return <LoggedInAd variant={variant} className={className} />;
+}
+
+function SignUpAd({ variant, className }: { variant: "banner" | "tower"; className?: string }) {
+  if (variant === "banner") {
+    return (
+      <Link
+        to="/signup"
+        className={cn(
+          "flex h-[90px] w-full items-center gap-3 rounded border border-[#2a2a2a] bg-gradient-to-r from-[#1a1a1a] to-[#1e1e1e] px-4 transition-colors hover:border-yellow-500/40",
+          className
+        )}
+      >
+        <div className="flex h-10 w-10 shrink-0 items-center justify-center rounded-full bg-yellow-400/10">
+          <Trophy className="h-5 w-5 text-yellow-400" />
+        </div>
+        <div className="min-w-0 flex-1">
+          <p className="text-xs font-bold text-white">Play risk-free</p>
+          <p className="text-[11px] text-[#7090b0]">Start with 1,000 free NoCoins</p>
+        </div>
+        <span className="shrink-0 rounded bg-yellow-400 px-2.5 py-1 text-[11px] font-bold text-black">
+          Sign up
+        </span>
+      </Link>
+    );
+  }
+
+  return (
+    <div
+      className={cn(
+        "flex h-[600px] w-full flex-col items-center justify-center gap-4 rounded border border-[#2a2a2a] bg-[#161616] px-4 py-6 text-center",
+        className
+      )}
+    >
+      <div className="flex h-14 w-14 items-center justify-center rounded-full bg-yellow-400/10">
+        <Trophy className="h-7 w-7 text-yellow-400" />
+      </div>
+      <div className="space-y-1.5">
+        <p className="text-sm font-bold leading-snug text-white">Play risk-free</p>
+        <p className="text-[11px] leading-relaxed text-[#7090b0]">
+          No real money.
+          <br />
+          Just the thrill of the game.
+        </p>
+      </div>
+      <div className="space-y-1 text-center">
+        <p className="text-2xl font-bold text-yellow-400">1,000</p>
+        <p className="text-[11px] text-[#7090b0]">NoCoins on sign up</p>
+      </div>
+      <Link
+        to="/signup"
+        className="mt-2 w-full rounded bg-yellow-400 py-2 text-center text-xs font-bold text-black transition-colors hover:bg-yellow-300"
+      >
+        Create free account
+      </Link>
+      <p className="text-[10px] text-[#444]">No deposits · No risk</p>
+    </div>
+  );
+}
+
+function LoggedInAd({ variant, className }: { variant: "banner" | "tower"; className?: string }) {
+  if (variant === "banner") {
+    return (
+      <Link
+        to="/rewards"
+        className={cn(
+          "flex h-[90px] w-full items-center gap-3 rounded border border-[#2a2a2a] bg-gradient-to-r from-[#1a1a1a] to-[#1e1e1e] px-4 transition-colors hover:border-yellow-500/40",
+          className
+        )}
+      >
+        <div className="flex h-10 w-10 shrink-0 items-center justify-center rounded-full bg-yellow-400/10">
+          <Gift className="h-5 w-5 text-yellow-400" />
+        </div>
+        <div className="min-w-0 flex-1">
+          <p className="text-xs font-bold text-white">Rewards shop</p>
+          <p className="text-[11px] text-[#7090b0]">Redeem your NoCoins for real prizes</p>
+        </div>
+        <span className="shrink-0 rounded border border-yellow-400/30 bg-yellow-400/10 px-2.5 py-1 text-[11px] font-bold text-yellow-400">
+          Browse →
+        </span>
+      </Link>
+    );
+  }
+
+  return (
+    <div className={cn("flex h-[600px] w-full flex-col gap-3", className)}>
+      <Link
+        to="/rewards"
+        className="flex flex-1 flex-col items-center justify-center gap-3 rounded border border-[#2a2a2a] bg-[#161616] px-4 py-5 text-center transition-colors hover:border-yellow-500/40"
+      >
+        <div className="flex h-12 w-12 items-center justify-center rounded-full bg-yellow-400/10">
+          <Gift className="h-6 w-6 text-yellow-400" />
+        </div>
+        <div className="space-y-1">
+          <p className="text-xs font-bold text-white">Rewards Shop</p>
+          <p className="text-[11px] leading-relaxed text-[#7090b0]">
+            Trade your NoCoins for real prizes and discounts
+          </p>
+        </div>
+        <span className="rounded bg-yellow-400 px-3 py-1.5 text-[11px] font-bold text-black">
+          Browse rewards
+        </span>
+      </Link>
+
+      <Link
+        to="/dashboard"
+        className="flex flex-1 flex-col items-center justify-center gap-3 rounded border border-[#2a2a2a] bg-[#161616] px-4 py-5 text-center transition-colors hover:border-blue-500/30"
+      >
+        <div className="flex h-12 w-12 items-center justify-center rounded-full bg-blue-400/10">
+          <TrendingDown className="h-6 w-6 text-blue-400" />
+        </div>
+        <div className="space-y-1">
+          <p className="text-xs font-bold text-white">Your Stats</p>
+          <p className="text-[11px] leading-relaxed text-[#7090b0]">
+            See how much you've avoided losing by not betting for real
+          </p>
+        </div>
+        <span className="rounded border border-blue-400/30 bg-blue-400/10 px-3 py-1.5 text-[11px] font-bold text-blue-400">
+          View dashboard
+        </span>
+      </Link>
+    </div>
+  );
+}
diff --git a/apps/web/src/routes/__root.tsx b/apps/web/src/routes/__root.tsx
index aeba0c6..88b4096 100644
--- a/apps/web/src/routes/__root.tsx
+++ b/apps/web/src/routes/__root.tsx
@@ -5,11 +5,11 @@ import { BetSlip } from "../components/betting/bet-slip";
 import { BottomNav } from "../components/betting/bottom-nav";
 import { SportsSidebar } from "../components/betting/sports-sidebar";
 import { ErrorBoundary } from "../components/error-boundary";
+import { HouseAd } from "../components/house-ad";
 import { Footer, Header } from "../components/layout";
 import { Sheet, SheetContent } from "../components/ui/sheet";
 import { ActiveSportProvider, useActiveSport } from "../context/active-sport-context";
-import { useAuth } from "../context/auth-context";
-import { AuthProvider } from "../context/auth-context";
+import { AuthProvider, useAuth } from "../context/auth-context";
 import { BetSlipProvider, useBetSlip } from "../context/bet-slip-context";
 
 function AppLayout() {
@@ -49,6 +49,12 @@ function AppLayout() {
       />
 
       <div className="flex flex-1 overflow-hidden">
+        {/* [AD TOWER LEFT] xl only — stays visible while main scrolls */}
+        <aside className="hidden xl:flex w-44 shrink-0 flex-col border-r border-[#2a2a2a] bg-[#141414] px-3 pt-6">
+          <HouseAd variant="tower" className="w-full" />
+        </aside>
+
+        {/* Desktop sports sidebar */}
         <aside className="hidden w-52 shrink-0 overflow-y-auto lg:block">
           <SportsSidebar
             sports={sports}
@@ -65,6 +71,11 @@ function AppLayout() {
         <aside className="hidden w-72 shrink-0 border-l border-[#2a2a2a] overflow-y-auto lg:block">
           <BetSlip className="min-h-full" />
         </aside>
+
+        {/* [AD TOWER RIGHT] xl only — stays visible while main scrolls */}
+        <aside className="hidden xl:flex w-44 shrink-0 flex-col border-l border-[#2a2a2a] bg-[#141414] px-3 pt-6">
+          <HouseAd variant="tower" className="w-full" />
+        </aside>
       </div>
 
       <Footer />